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How to Evaluate Google Analytics Campaigns

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In a previous post Introduction to Google Analytics Campaign UTMs, the relationship between medium, source, and content were discussed. In this post, the evaluation of campaign data results will be interpreted.

To access your campaign in Google Analytics select Acquisition -> Campaigns -> All Campaigns and then choose your campaign.

Compare your utm containers against acquisition and behavior


  • Sessions – A session is a group of user interactions with your website that take place within a given time frame, by default a session lasts until there are 30 minutes of inactivity.
  • % new sessions – An estimate of the percentage of first time visits
  • New users – Number of first-time users during the selected date range.


  • Bounce rate – A bounce is when only a single page is viewed during a session. Bounce rate is the single-page sessions divided by all sessions. Generally you should be concerned if your bounce rate are above 50 percent. Optimally you would want to see bounce rates in the 30 to 45 percent range.
  • Pages/session – Average number of page views by each user during a single session
  • Average session duration – The average length of a session.

Campaign analysis

When looking at comparisons of medium, source, and content across a campaign, trends will start to become more defined. Do certain medium, source, and content combinations foster more or less acquisition or engagement? These data points can then be used to make decisions on how to allocate resources in current or future campaigns or to compare year over year data.

Using campaigns will also provide much more accurate acquisition and engagement data without the general traffic outside of a campaign being recorded.