I’ve been having trouble with getting my URL campaigns to show up consistently in Google Analytics. Fortunately, after talking over on some forums, they pointed me in the right direction. Though only two fields are required when using the Campaign URL Builder, you’ll want to feel out the first four fields at minimum.
I recommend keeping a spreadsheet to track all your campaign names and to develop consistent naming habits for your source and medium fields. For our end of year fundraising email, I made the mistake of using end_of_year_fundraising and eoy_fundraising as campaign names. If I had used the same term, the results would look nicer in Google Analytics.
For the campaign that worked, I get the campaign name of lnap_2018. When I click on it, then I see all the sources listed. It was helpful in knowing immediately that most people were clicking through to the registration form from the front of the website.
I should note that we have a (free!) custom URL through Bitly.com for our URL shortener. I grab a URL, take it to the Campaign URL Builder and add in my elements. Then I copy the generated URL into Bitly to give me a unique URL. Then when I look at my report later, I can see clicks from eblast, social media (should break this down to platform), website, etc.
My new boss has asked that I write out a more descriptive version of what I did in the previous month. Aside from all the usual work (social media, digital signs), I had twenty separate projects in progress. What I liked best about this report is that it prompts me to follow up on the items. A few highlights are below.
I strike a pose on a frozen pond. These don’t exist back home!
We had a 20.4% increase in museum pass reservations in December vs. November. We sent out a special email highlighting museums in December which may have caused that increase.
Increase in Hoopla
In December 2016, we didn’t send out an email highlighting our digital services. So that was my base number. In December 2017, we did. The difference between 2016’s non-campaign to 2017’s campaign: 45% increase in new users and 25.9% increase in borrows.
I then evaluated this to two previous emails and came up with two lessons: have a holiday email focusing on digital items and use “present” or “gift” in the subject line.
Last Email Unsubscribed From
I was curious as to which email list was driving unsubscribes. We switched to MailChimp in December 2013, so I evaluated data from that point to December 2017. It took awhile, but I was able to sort out the emails into different lists. When I asked MC if I could easily sort by the group the email was sent to, this was not an option. So by hand it went!
New Year’s Eve Playlist
I loved the idea of finding a song to dramatically finish the year with. My colleagues kindly supplied me with several songs. The project took longer to put together than I anticipated, but our weekly events email readers + Twitter had a good time with it.
This year, we set aside money to get 30 bookmarks printed and cut by a professional print shop. We’ve split this into three terms throughout the year. The first round was exhausting to push through with an August 1st due-in-house deadline. With the second round, it went more quickly. However, it wasn’t clear if the digital proofs were accurate or not. Thankfully, the printer sent a paper proof which I was able to sign off on last Friday. Today the two boxes arrived. My colleague was wonderfully helpful in helping me sort the bookmarks and then distribute them throughout the building. Today was the day that we wanted the bookmarks to be in-house. Good timing!
My very talented colleague approached me about her redesign of our annual midterms programming. Usually, we stay open an extra hour for 3 days (and again for finals). This year, we’re going to have an after hours event on a Sunday. I was so inspired by the title, The Long Night Against Procrastination, that I wanted to make a custom logo.
Courtesy of Darien Library
I looked up Ikea lanterns to find my favorite version. Then I stabbed at Illustrator until I got the shape right. My colleague approved. The original text was just plain text at an angle. It didn’t fit my vision. So I spent about two days working at it to come up with the above design. It’s not perfect — I’m not confident with Illustrator yet — but it’s 85% of the way towards my vision.
Courtesy of Darien Library
I also rather like the email design that goes along with the logo.