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Google Analytics by Justin Cutroni

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Tracking Internal Marketing Campaigns

Internal campaigns are marketing efforts that you run on your site to promote your products and services. Companies should track how people react to these campaigns and which ones are most successful. But what’s the best way to do this with Google Analytics?

Some people use the standard campaign tracking to track internal campaigns. This is incorrect and you should never do it. Using the standard campaign tracking for internal campaigns will cause problems with your source data in the __utmz cookie.

There are a few ways to track internal campaigns using various Google Analytics features. You can use event tracking, custom variables, or virtual pageviews. I prefer to use the Google Analytics Site Search feature. You can easily configure Site Search to track internal campaigns. Let’s walk through the steps to set up Site Search to track internal campaigns and then walk through the data and analysis.

Step 1: Create a New Profile

Because we’re using Site Search for an unintended purpose, it’s best to configure these settings on a new profile. It’s not possible to use Site Search for tracking both internal campaigns and internal site searches within the same profile—you need to have a separate profile to track internal campaigns.

Step 2: Tag Your Internal Campaigns

Once you’ve created your new profile, it’s time to tag your internal campaigns. Internal campaigns must be tagged in a similar manner to external campaigns: you need to add query-string parameters ...

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