Easy Tricks to use Google Analytics UTM Codes for tracking Promoted Pins by Keyword Group
Do you want to know which keywords are working best for your Pinterest Promoted Pins? Are you trying to figure out how to combine Google Analytics and Pinterest? We have the answer. The instructions/video below will show you how to create Google Analytics UTM Codes and add them to your Promoted Pin.
This method won’t tell you exactly which keyword is converting best for you (unless you want to create a separate Promoted Pin for every keyword), but it will let you know which groups of keywords are working best.
For instance, if you are selling an eBook about buying a new house, you could separate your keywords into groups such as–
- Real Estate keywords
- Home Decor keywords
- Financing keywords
–to get an idea of which groupings work the best.
Why Use Google Analytics?
Sure, you’ve got your Pinterest Analytics, but there are great reasons to use Google Analytics in combination. You will be able to see what your users do after they get to your site. Do they bounce after 2 seconds? Do they start reading other articles on your blog? Can you track them through to a “conversion” or “event” (purchase, download, or email signup)? These are all things that are possible to view within Google Analytics.
And if you start with knowing exactly which pin and keyword groupings your user came from, you can get a lot of information about which are the best keywords for your goals.
How to set up Google Analytics UTM Codes for Groups of Keywords in your Pinterest Promoted Pins
- Divide your keywords into groups that will help you determine which subjects or audiences are working best. (As mentioned above, if you are selling an eBook about buying a new house, you could separate your keywords into groups such as “Real Estate,” “Home Decor,” and “Financing.”
- Choose your first set of keywords, name it something meaningful (that you will remember and understand when you are tracking it later), and follow this video to create the code and add it to a Promoted Pin. Click here for the link to the Google Analytics UTM Code generator shown in the video.
- You can put whatever you want in the various UTM fields. Some are required and some aren’t.
Here’s how I do it (feel free to adjust to suit your needs): Campaign Source = Specific website or social media platform (like Pinterest); Campaign Medium = General category of advertising, like social or email campaign or banner ad; Campaign Name = However you would like to name your campaigns…I am currently doing it by article, but I may go broader later; Campaign Term = This is where I am putting my Keyword groupings, like Real Estate Keywords or Financing Keywords; Campaign Content = I am using this field to describe the specific pin.
Sometimes I use a code, like Apple-T3-B-W, meaning image of an apple with the headline on the top third (T3) of the pin with a black background (B) and white text (W). You can put as much or as little detail as you’d like to help you track and decide which pins/keywords are working for you.
- Repeat process for remaining sets of keywords. You can use the same original Pin as long as you change the Destination URL within the Promoted Pin setup, as shown in the video.
- After your Promoted Pins have been running for a few days, check your Google Analytics > Acquisition > Campaigns to see your progress. To see your keyword groupings (i.e. UTM “Campaign Terms”), go to your All Campaigns screen, then go up to the Secondary Dimension dropdown and choose Advertising > Keyword.
5. If you used the “Campaign Content” field to describe your Pin and you want to go back and see which Pin you are referring to in your analytics report, change the Secondary Dimension to “Ad Content.”
Simple Google Analytics Report Template to View Keywords and Ad Content
Google Analytics can be overwhelming, so I’ve created a very simple template that just shows the number of Sessions, New Users, and Transactions by “Ad Content” (aka Campaign Content) and “Keyword” (aka Campaign Term). These reports are pulling all data (not just data from Pinterest), so you can go in and adjust if you’d like.
- Log into your Google Analytics account.
- Click this link: https://analytics.google.com/analytics/web/template?uid=nW8blxl5TeC9xRTbv_0cPQ
- Click “Create.” This will add the report to your Custom Reports.
- To access the report, go to Customization (from the top Menu) and find the report in the left menu.
- You can click on Ad Content or Keyword to sort by either of those columns. You can also go to the “Nested” report to click into each individual “Ad Content” and see which keywords (keyword groupings) are associated.
Google Analytics Dashboard for Pinterest
To make it even easier to see your Pinterest information at a glance, I’ve created a Pinterest Dashboard template for Google Analytics.
The dashboard will let you look at sessions and transactions by “Ad Content” (pin description…if you set it up that way) and by “Keyword” (keyword group) once you have set them up as instructed above.
(NOTE: Most of the boxes within this dashboard shows data that has mostly been filtered for traffic where the “Source” contains the word “Pinterest,” means that you are (probably) only seeing the traffic that is coming from Pinterest. But every website is different! Please review the data within the widgets/graphs/charts by clicking the pencil edit icon on the top of each box to ensure that the data will work best for your specific website needs. Social Media Marketing Center does not take responsibility for any data discrepancies or misinterpretations.)
Here’s how to install it:
- Log into your Google Analytics account.
- Click this link to access the template: https://analytics.google.com/analytics/web/template?uid=Z-PTyJWPRou8vIR7qr80bA
- Google Analytics will prompt you to “create” (aka Save) this Dashboard into your account. If you have multiple websites within your Analytics account, choose the one in which you’d like to install this dashboard. Then click “Create.”
- To access your dashboard at a later time, go to Dashboards > Private > Pinterest Dashboard.
Was this article helpful? For more information on growing your business with Pinterest, check out my book Pinterest Marketing Guide: Drive Customers to Your Site with Promoted Pins, Buyable Pins, and More.