Google Analytics Guide: How to Monitor Print Ads Using Google Analytics in Four Easy Steps
In today's digital age, understanding the effectiveness of traditional marketing methods is more crucial than ever. One such method is print advertising, and this article will guide you on how to track print ads digitally in Google Analytics for accurate attribution.
The key to successful tracking lies in the use of unique URLs embedded with UTM parameters. These URLs, often accessed via QR codes or customised short URLs printed on the ad, allow Google Analytics to identify and attribute traffic and conversions originating from specific print campaigns.
Firstly, create unique URLs with UTM parameters for each print ad variant or location. Examples of UTM parameters might include , , and . When users type or scan these URLs, Google Analytics captures these tags for precise attribution.
To make print URLs easy to use, generate QR codes that encode these UTM-tagged URLs. Customers scanning the QR code are seamlessly sent to the tracked page, and their session is attributed to the print campaign. For a streamlined experience, consider using a QR code platform integrated with Google Analytics, like Uniqode, to obtain real-time data on scans and user behavior post-scan without having to manually create separate UTM links for every QR code.
In Google Analytics 4, monitor reports under "Traffic Acquisition" or "User Acquisition" using dimensions like Session Source, Session Medium, and Campaign to analyze print ad effectiveness.
For offline responses via phone calls (if your print ads include phone numbers), implement call tracking using Google Ads call extensions or a third-party call tracking platform. This replaces the phone number with a forwarding number to measure calls generated specifically from campaigns.
Combine these with appropriate attribution models (first-touch, last-touch, or multi-touch) in Google Analytics or using advanced attribution software to allocate credit accurately among all touchpoints in the customer journey.
In summary, the best digital tracking of print ads is done by linking print to digital via UTM-tagged landing URLs accessible through QR codes or custom URLs, combined with analysis in GA4. For calls, use Google's native call tracking extensions or third-party solutions for call conversion measurement.
This strategy enables accurate, granular attribution and better campaign analysis by connecting otherwise offline print interactions with online analytics. By adopting this approach, businesses can set themselves apart from those who do print advertising with limited understanding of ad performance.
Remember, a vanity URL is a unique, short, and simple URL that demonstrates the brand or ad campaign. This practice can be applied to various print materials, such as business cards, handouts, fliers, billboards, stickers, or a banner at an event/tradeshow.
The UTM builder is used to plug in the URL of the website and generate a new URL with UTM parameters. The Google UTM builder can be used to create the tracking URL for the ad in just a few minutes.
We encourage businesses to be creative in tracking their print marketing efforts and not to be afraid to do so. While this article does not discuss the decline in traffic or offering a proposal for strategic growth of online leads and sales, it provides a solid foundation for businesses to measure the effectiveness of their print marketing strategies and make data-driven decisions.
Incorporating digital tracking to print ads can offer valuable insights, allowing businesses to measure the effectiveness of their marketing strategies more accurately. By creating unique URLs with UTM parameters and combining them with QR codes or short URLs, businesses can link print ads to digital analytics in Google Analytics 4. Furthermore, implementing call tracking solutions like Google Ads call extensions or third-party call tracking platforms can measure offline responses via phone calls, providing a comprehensive analysis of print ad performance.
