learn how to create a crawlable URL! – WAU
Digital marketing stands out from offline strategies due to its ability to offer solid metrics for website performance, campaigns, social media and other online business opportunities. But to know the numbers of a campaign it is essential to associate different techniques, such as using a trackable URL and having Google Analytics installed on […]
Digital marketing stands out from offline strategies due to its ability to offer solid metrics for website performance, campaigns, social media and other online business opportunities.
But to know the numbers of a campaign it is essential to associate different techniques, how to use a trackable URL and have Google Analytics installed on your site.
Installing Google Analytics on your site is essential to be able to track several important metrics about traffic, click-through rate, page bounce rate, among other relevant information.
The trackable URL is more suitable when the objective is to monitor the performance of specific campaigns and for that it is possible to create tracking parameters.
There are some ways to create crawlable URLs, today we will see how to do this procedure by Google itself, using the URL Builder.
Why have a crawlable URL on the site?
First, it is important to know why working with trackable URLs will help in the development of a company’s online strategies.
Imagine an email marketing campaign, for example, with a link to download an offer.
If the offer URL is not traceable, the marketing team will not be able to know whether the rich material has been accessed by 10 or 100 users and the lack of metrics will put the entire campaign at risk.
If the URL is trackable, it is possible to compare the click rate with the email open rate, for example, and thus determine the success rate of the campaign.
From the data it is also more feasible to identify which aspects of it can be optimized and improve it to impact more users.
This is just one example of the why it is important to use digital tools to improve the performance of campaigns and strategies.
What is URL Builder?
In addition to knowing the advantages of using crawlable URLs, it is necessary to know better the methods that allow this.
The URL Builder is a tool from Google itself and helps to create the necessary parameters to track the performance of a URL.
It is also possible to do this tracking through the page code, however, knowledge in coding is required, while with the tool it is possible to achieve the same results with simpler and faster procedures.
With the URL Builder, when a link is accessed by the user, the information will be forwarded directly to the associated Google Analytics account and it will be possible to identify the performance of each campaign created and the results obtained by the URL, allowing to know the efficiency of the content and also calls.
How to use URL Builder?
In order to create a crawlable URL, you need to know how to use the URL Builder. There are six fields that must be filled.
We will explain each one of them below, but first you need to access the URL Builder website by clicking here (Google indicates the use of the Chrome browser during the process)!
The first field requested in the builder’s form is the URL itself that will be crawled. ]The original URL must be entered.
In the case of the email marketing offer used as an example above, the URL of the offer should be used, for example.
2. Campaign Source
In this field, the location where the campaign is being executed must be inserted, for example, on Google, email, blog etc.
3. Campaign Medium (campaign medium)
In campaign media, the goal is to add what type of media is being used to promote the link.
In this field, the appropriate option can be added, such as email marketing, sponsored links, banners, social media, etc.
4 – Campaign Name
It is the name of the campaign that will be used to find it in Google Analytics, and the rest of the information can be found from the selected name.
Terms such as the product or campaign name can be used.
5 – Campaign Term
This field is optional and will be used more for internal control of the campaigns. It is used when the campaign has more than one link and it is necessary to identify the redirect using a keyword.
This feature is used, for example, when two identical call to action direct the user to different pages.
6 – Campaign Content (campaign content)
Filling in the field is also optional and can be used as an internal control.
Usually aimed at companies with A / B testing, the content being the same, but the CTA, for example, has some distinct characteristics.
7 – New URL
After filling in all the data, just click on the “Generate URL” button. The form will inform a new URL and it is the one that should be used in the campaign.
Optimizing the process
For the URL is not too long, it is indicated that the parameters to be added to the form are short, preferably with a single term.
In cases where more than one word is used, they can be connected by the ‘-‘, ‘_’ or ‘+’ symbols.
It is also indicated that the trackable URLs are for custom campaigns and not all website URLs, for example.
Thus, it is common to associate the use of the tool with landing pages that require a conversion to download an offer, for example, as it will be possible to monitor the success of the page and the campaign.
Analysis of results
After the procedure using the URL Builder to make the links trackable, Google takes, on average, 24 hours to start forwarding the first information about the link.
They can be accessed in Google Analytics via the path:
Acquisition> Campaign> All campaigns
On this page it will be possible to check all campaigns, in order of traffic volume and also with the campaign names that were added when creating the URLs.
The campaign can then be accessed to give access to more information, with the specific data of each link.
Worksheet for tracking metrics
Download our free template and start tracking your website numbers!
When to create a crawlable URL?
There are several situations in which a trackable URL can be useful for monitoring the success of a campaign.
Although much information on the pages can be tracked by Google Analytics without the need for tracking, only it will guarantee detailed access to the metrics obtained in a campaign.
From this collected data, the marketing team will be able to make more accurate analyzes of the campaign, identify the points that can be improved and intensify the use of strategies that have better public acceptance, according to the click and conversion rate, which can be identified with the tool.
The following are some situations in which the trackable URL can be used to improve the ability to obtain metrics and analyze campaign results, allowing the optimization of the conversion rate, CRO.
As previously mentioned, email marketing it is one of the media in which the crawlable URL can be of great use.
In the previous example, we used the case of an offer and the ability to identify the click rate on the offer.
In email marketing, however, the trackable URL can be used for other purposes, such as:
- Check the best location for a banner or CTA on email. Creating specific URLs for each of them;
- Analyze if the click-through rate is higher when the user is redirected to a landing page or if to an offer directly;
- Track which informational content is clicked on the most and therefore has the most public acceptance.
In the case of banners, the trackable URL allows to identify the success of the campaign in paid media, if the traffic is more intense from display or search, andm which social media the banner has better acceptance, etc.
In such cases, it is also possible to determine through the URL which types of banners have the best public acceptance and to carry out tests involving message, colors and offers of the banners.
One of the most common uses of trackable URLs is in sponsored link campaigns.
In such cases, it is essential that campaign links are always monitored so that it is possible to identify what the performance of each campaign and offer has been.
The tool can assist different types of paid media, such as:
- Research network;
- Display Network;
- Facebook Ads;
- Instagram Ads etc.
In the case of sponsored links, the URL can clarify the click rate of a given ad and allow analysis of the content of the call itself, but also the conversion rate on the landing page, monitoring the quality of the information on the page.
When the exit rate is high on the landing page, A / B tests are common with the content of the page and also with the fields of the conversion form, since the requirement of a lot of information can discourage the user from taking the action, depending on of the phase that the lead is in the sales funnel.
With these resources, a URL that can be monitored can indicate which alternatives showed the best results and consolidate the most successful strategies.
The use of pop-ups is common mainly on content pages, so that URL tracking can be used to determine which type of pop-up is most attractive to the user, as well as some information, such as:
- Pop-up location on the page;
- Colors used;
- Call type;
- Content used.
With this strategy, for each pop-up a URL is created by which it is possible to identify the path taken by the user until reaching a certain page.
A / B testing
As we can see in the other examples, trackable URLs are especially beneficial for those who want to perform A / B tests on different types of campaigns.
This type of practice is extremely important, as it allows to improve the positive points and improve those that can limit a good performance of the campaign.
Advantages of crawlable URL
Finally, the advantages of adopting a digital marketing strategy using the trackable URL are varied. We can highlight some:
- Metrics obtained: the metrics that can be obtained with the strategy is what makes it more relevant to the online strategy, being possible to identify the volume of traffic to a given page and its origin;
- Campaign monitoring: by being able to monitor the URLs, it is possible to monitor the development of the entire campaign, since it is known which strategies have originated the flow of visits and with what intensity;
- Campaign adjustment: from the metrics and monitoring the campaign manager can adjust it with more assertiveness, as he is able to identify which are the strengths and weaknesses of it and thus improve and optimize it according to the trends presented by users ;
- Different media: the URL Builder allows you to create trackable ULRs for campaigns carried out in different media, such as email marketing, social media, Google, sponsored links, website, among others. The creation of the link in a single tool facilitates the procedure and makes managers have more control over the available resources;
- Google Analytics: the fact that the information about the link is forwarded to Google Analytics is an advantage, because those who work with digital marketing are already used to the tool and thus have more agility in obtaining the information on this platform;
- Optimizations: finally, the optimizations that can be carried out, both in the running campaign and in future campaigns, are also a positive point for the company. The tool provides the know how necessary to improve campaigns and improve the results obtained with the campaigns as a whole.
Like any marketing strategy, using URL tracking alone will not bring the desired results to your campaigns.
It must be associated with other optimization strategies and opportunities that make URL tracking a practice among others of equal efficiency.
Another fundamental aspect is that the person responsible for the campaign is able to interpret the available information and the link data and transform them into effective changes in the campaign strategy, with changes in the media, content, call, colors, among other possibilities that make the call more attractive to the customer.
As we have seen, the metrics are the lifeblood of digital marketing and to take advantage of it you need to know how to identify the best metrics to follow in your digital strategies.
Check out the content “Main Marketing metrics that you should measure to validate your efforts” and find out what they are!