Google Analytics bolsters BigQuery Export with additional UTM fields

Google Analytics yesterday announced the addition of three new fields to the traffic source record within its BigQuery export. These fields, manual_creative_format, manual_marketing_tactic, and manual_source_platform, aim to empower businesses with more granular data for advanced channel analysis.

Organizations leveraging Google Analytics for website and app measurement can now benefit from a richer understanding of their marketing campaigns. By incorporating these additional UTM (Urchin Tracking Module) parameters into BigQuery exports, businesses gain deeper insights into how various creative formats, marketing tactics, and source platforms influence user behavior.

Unlocking Deeper Campaign Insights

• Manual_creative_format: This field captures the format of the creative asset used in a campaign, such as banner ad, video ad, or social media post. By analyzing how different creative formats resonate with audiences, marketers can optimize their campaigns for better engagement.
• Manual_marketing_tactic: This field specifies the specific marketing tactic employed within a campaign.Examples include content marketing, influencer marketing, or email marketing. By understanding the effectiveness of various tactics, businesses can allocate resources more strategically.
• Manual_source_platform: This field identifies the platform through which a campaign is delivered, such as a Display Network partner, a social media platform, or a search engine. Analyzing performance across different source platforms allows marketers to identify the most impactful channels for their target audience.

The new UTM fields are available for users who export their Google Analytics data to BigQuery. According to the Google Analytics Help Center, no code modifications are required to benefit from this update. However, users who leverage older versions of the Android or iOS SDKs may need to upgrade to ensure data accuracy within BigQuery.

Overall, this update from Google Analytics represents a significant step towards providing businesses with more granular campaign insights. By leveraging the additional UTM fields within BigQuery, marketers can gain a deeper understanding of their audience and optimize their strategies for improved campaign performance.