Google Analytics (GA) allows users to upload data into their accounts via two methods, beyond the typical tracking code data collection. Each method serves a different purpose and is outlined below.

  1. Cost Data Upload. The Cost Data Upload feature in GA allows users to import data about their marketing campaigns into their GA properties. Similar to the data that is collected via the integration of Google AdWords with GA, Cost Data Upload allows marketers to import deeper campaign metrics than what is available via utm parameters. This gives marketers the ability to see ROI of campaigns directly in the GA interface, providing even faster analysis and deeper understanding of which campaigns are successful.Cost Data Upload can be used for practically any campaign you are running, offline or online, that has the required parameters for uploading data. In order to use the Cost Data Upload feature, you must use the GA Management API to send data into GA. This feature is available in both Classic GA and Universal Analytics.The criteria that can be uploaded using Cost Data Upload are below, items with an * are required parameters for uploading: – Source* (same value as utm_source)
  2. Medium* (same value as utmmedium)Campaign Name (same value as utmcampaign)
  3. Campaign Id (numeric id used to identify a campaign)
  4. Ad Group Name (the name of the ad group used for the ad)
  5. Keyword (same value as utm_term)
  6. Matched Search Query (the keyword the user searched to trigger your ad)
  7. Ad Content (same value as utm_content)
  8. Referral Path (the URL that is referring the user to your site)
  9. Ad Criteria Id (numeric id of the criteria used to trigger your ad)
  10. Ad Slot (the location of the ad content on the referring page)
  11. Ad Slot Position (the numeric position of where your ad appeared on the page)
  12. Ad Display URL (the URL the user saw prior to clicking on the ad)
  13. Ad Destination URL (the actual landing page URL of the ad)
  14. Ad Cost* (the numeric cost for the clicks that occurred during the upload time range)
  15. Ad Clicks* (the number of clicks the ad received)
  16. Impressions* (the number of impressions the campaign received)
  17. Measurement Protocol. The Measurement Protocol is a new feature specific to Universal Analytics that builds on the ability to connect user data across different digital channels and mediums, such as tablet, mobile, and desktop. The Measurement Protocol takes this new feature one step further by allowing the uploading of data from virtually any digitally connected device.To give an example of one potential use for the Measurement Protocol, we can look at retail stores. Most retail chains offer customer rewards/loyalty cards for use with online shopping or in-store purchases. Using the Measurement Protocol and integrating some GA code into their backend systems, stores are now able to stitch together online behavior, such as ad clicks, site activity, product research, etc. with in-store purchase behavior, thus bridging the gap between online campaigns and activity and offline action.The abilities to upload data from the Measurement Protocol are practically endless. Popular use cases have varied from the one mentioned above, to one company tying caffeine consumption in the office to productivity/output.

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