- [Corey] Measuring how and where traffic is coming from

- [Corey]測量流量的方式和來源

to our site is one of the most important things

到我們的網站是最重要的事情之一

we can measure in analytics.

我們可以在分析中測量。

So coming down, we can see that Google is the highest source

所以下來，我們可以看到，谷歌是最高的來源

and the medium is organic search.

而媒介是有機搜索。

And we also have direct visits.

而且我們也有直接訪問。

That's where someone just types the URL

這就是有人直接輸入URL的地方

right into the browser,

瀏覽器中。

so the source is direct and there is no medium.

所以來源是直接的，沒有媒介。

We also have a link

我們也有一個鏈接

that someone clicked in an email signature

有人在電子郵件簽名中點擊了

and the medium is email.

而媒介是電子郵件。

And we have a Twitter post on social media.

而且我們在社交媒體上有一個Twitter帖子。

We also have a referral from the website LinkedIn,

我們也有一個來自網站LinkedIn的推薦人。

and that's just a fancy way of saying

而這只是一種華麗的說法

that someone was referred by following a link,

某個人是通過跟蹤鏈接而被介紹的。

so those are hyperlink clicks.

所以這些是超鏈接點擊。

So some of this information,

所以這些資訊中的一部分。

like the referrals and organic search and of course direct,

像推薦和有機搜索，當然還有直接。

is automatically captured by the browser

是由瀏覽器自動捕獲的

and passed along.

並傳遞下去。

Google Analytics grabs that info

谷歌分析抓住了這些資訊

and uses it wherever it can.

並在任何可能的地方使用它。

But sometimes we need to take that a step further

但有時我們需要更進一步

and make it really powerful.

並使其真正強大。

If we're able to supply some extra info about the click,

如果我們能夠提供一些關於點擊的額外資訊。

perhaps that this click is part of a paid campaign

也許這次點擊是付費活動的一部分

or an email or social media post,

或電子郵件或社交媒體帖子。

well how does Google know that?

那麼，谷歌是如何知道的呢？

Well, we have a way of doing that

嗯，我們有一個方法可以做到這一點

and we can tell Google Analytics to track that extra info.

我們可以告訴谷歌分析來跟蹤這些額外的資訊。

We call this manual tagging.

我們把這稱為手動標記。

Let's look at an example here.

讓我們在這裡看一個例子。

Let's say that you have a marketing campaign

比方說，你有一個營銷活動

happening with just one source.

只用一個來源就能發生。

So in this case, our source is Twitter.

所以在這種情況下，我們的來源是Twitter。

How do we differentiate the traffic coming in

我們如何區分進入的流量

from a tweet on sale items

來自一條關於銷售項目的推文

versus another tweet on a buy one get one free for t-shirts?

與另一條關於T恤衫買一送一的推文相比？

Well, since the source is Twitter,

好吧，既然來源是Twitter。

of course the medium is social,

當然，媒介是社會。

there's no way to separate these two lines of traffic

沒有辦法分開這兩條交通線

with just these two pieces of information.

僅憑這兩點資訊就能做到。

And what we don't want to do

而我們不想做的是

is start stuffing extra info into these.

是開始把額外的資訊塞進這些。

And you're going to cause more problems when you want to look at

而當你想看的時候，你將會引起更多的問題

all of your social traffic grouped together.

你所有的社會流量都集中在一起。

What we're going to do is use another field entirely.

我們要做的是完全使用另一個字段。

This is where campaign tracking comes in.

這就是運動追蹤的作用。

In the campaign reports, this is one of the most useful

在競選報告中，這是最有用的一項

and important concepts in Google Analytics.

和谷歌分析中的重要概念。

When you add these campaigns to the mix,

當你把這些運動加入到組合中。

you can track different marketing initiatives

你可以跟蹤不同的營銷舉措

by source, medium, and a campaign name.

按來源、媒介和活動名稱。

So let's think back to this Twitter example.

是以，讓我們回想一下這個Twitter的例子。

By tagging the two Twitter posts here

通過標記這裡的兩個Twitter帖子

as different campaigns,

作為不同的運動。

we can easily differentiate between the two traffic routes

我們可以很容易地區分這兩條交通路線

both coming in from that source.

都是來自於這個來源。

Because we've tagged the top one as a flash sale

因為我們已經將最上面的一個標記為閃電銷售

and we've tagged the bottom one

而我們已經在下面那張上打了標籤

as a buy one get one free t-shirt,

作為買一送一的T恤衫。

actually let's look at exactly how we would do that.

實際上，讓我們看看我們究竟如何做到這一點。

We're going to track these campaigns

我們要跟蹤這些活動

using what we call UTM parameters.

使用我們稱之為UTM的參數。

They're going to be a regular URL,

他們將成為一個普通的URL。

and we're just going to stuff some extra information,

而我們只是要塞進一些額外的資訊。

these UTM parameters into that URL,

這些UTM參數進入該URL。

and Google has a special tool to help us do this

而谷歌有一個特殊的工具來幫助我們做到這一點

and make sure the formatting gets right.

並確保格式的正確性。

And you could copy this in and type this in

你可以把這個複製進去，然後把這個打進去

or we can just head on over here to Google

或者我們可以直接到谷歌這裡來

and type in Google Analytics URL builder.

並鍵入谷歌分析的URL構建器。

It'll take us right there.

它將帶我們到那裡。

Okay, so the first thing I want to do here

好的，所以我在這裡想做的第一件事是

is put in our website.

是放在我們的網站上的。

I actually have to type in the HTTPS.

實際上，我必須鍵入HTTPS。

And the next thing we want to do is put in our source.

而接下來我們要做的就是把我們的源頭放進去。

So we set our source as Twitter.

是以，我們將我們的來源設定為Twitter。

Our medium is social

我們的媒介是社會

and our campaign name was buy one get one free.

而我們的活動名稱是買一送一。

Now we can also put in content.

現在我們也可以把內容放進去。

So this is often used to differentiate the creative view,

是以，這常常被用來區分創造性的觀點。

so maybe this one we used a blue t-shirt.

是以，也許這一次我們使用了一件藍色的T恤。

So we come down here and it's generated this URL for us.

所以我們來到這裡，它為我們生成了這個URL。

So go ahead and copy that URL.

是以，請繼續並複製該URL。

And when someone clicks on this link,

而當有人點擊這個鏈接的時候。

it will open up the site

它將打開網站

and you'll see it's just going to be the regular page here.

你會看到它將成為這裡的常規頁面。

So the page we put in,

所以我們放的那一頁。

in this case, it was just the homepage,

在這種情況下，它只是一個主頁。

and these extra URL parameters here.

和這裡的這些額外的URL參數。

They don't do anything to change the site itself,

他們不做任何事情來改變網站本身。

but they're telling the underlying analytics

但他們在告訴人們基本的分析方法

how to track these.

如何跟蹤這些。

The source should be Twitter.

來源應該是Twitter。

The medium should be social

媒介應該是社會

and the campaign should be buy one get one free

和運動應該是買一送一

and the content is the blue t-shirt.

而內容就是那件藍色的T恤。

So that's all going to be sent back to Google

所以這一切都將被送回給谷歌

as part of this traffic source recording.

作為該交通源記錄的一部分。

So if we do this for all of the links that we generate

是以，如果我們對所有我們生成的鏈接都這樣做的話

and we put out in our tweets and our social media posts

我們在我們的推特和社交媒體帖子中發佈了

or emails that we send,

或我們發送的電子郵件。

we will categorize how this is seen into Google Analytics,

我們將把這種情況歸類到谷歌分析中。

and we'll get much better data,

而且我們會得到更好的數據。

which result in much better analysis.

這導致了更好的分析。

I can't stress the importance enough of campaign tagging.

我怎麼強調競選標籤的重要性都不為過。

By tagging these campaigns consistently here,

通過在這裡持續標記這些運動。

we make it very easy to come back, analyze this,

我們讓它非常容易回來，分析這個。

and understand which of these things are being clicked on,

並瞭解這些東西中哪些被點擊了。

which ones are working, which ones are converting,

哪些人在工作，哪些人在轉換。

and which ones aren't.

以及哪些不是。

(upbeat music)

(歡快的音樂)