Campaign URLs

Campaign URLs are site URLs with specific tags attached to them, so Google Analytics knows more about where traffic is coming from.

Building a Campaign URL

You can add campaign parameters to your URL through Google's Campaign URL Builder. Visit disclaimer page  

The builder allows you to add five different tags – source, medium, name, term, and content. The last two are mostly for advertising or paid search, so we focus on the first three: 

  • Source – Where the content is coming from more specifically (name of a newsletter, specific social media platform)
  • Medium – More general description of source (email, social-media)
  • Name –  The name that is unique to your particular campaign (HeadStartRule, EndTrafficking)

So if I were sending out the ACF homepage in the Headlines email newsletter, and it was part of a campaign called ACF50, I would enter into the builder:

  • Website URL:
  • Campaign Source: Headlines
  • Campaign Medium: email
  • Campaign Name: ACF50

And it would give me a campaign url: /?utm_source=Headlines&utm_medium=email&utm_campaign=ACF50

Tracking your campaigns

When a campaign URL is clicked, it is tracked as part of the “Acquisition Report” section on your Analytics page. Data recorded for each campaign include: number of sessions, new users, bounce rate, and average time spent on the page. 


For more information, email the Digital Communications team.