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External Marketing Variables
External Marketing Variables (MVs) are a set of Dimensions that are used to describe your marketing initiatives that bring traffic to your website | web application.
External MVs can be assigned by adding query params to clickable links: like text links, images, or anything where you control the destination URL of the link. If you don't use query params, Angelfish will use other information to populate the External MVs.
To paraphrase, External MVs are either:
- Declared: assigned with query params
- Automatic: no query params present
There are 5 variables you can use to assign External MVs.
- External Source
- External Medium
- External Campaign
- External Variation
- External Keyword
With Declared MVs, 3 of these variables are always required: Source, Medium, Campaign
Handy Tool: Marketing Variables Builder
External MV Terms
EXTERNAL SOURCE - agfs - Required
This refers to the website on which an ad is placed, or the overall referring entity. If the External Source is an email, we recommend adding a YYYYMMDD date component to the External Source - this allows you to sort External Sources by send date in the reports.
External Source examples are:
- sales.intranet.corp.com (company sales portal)
- mediavine (an ad network)
- 20211001-fishreport (Angelfish email newsletter, sent Oct 1, 2021)
EXTERNAL MEDIUM - agfm - Required
The External Medium describes the type of ad, like an email, banner ad, or a text link. For example:
The External Medium reports are most useful when the fewest options are used. For example, it's best to use one External Medium for "email" instead of multiple options (like e-mail, emailnews, e_mail, newsletter).
The Automatic Mediums are described in "Automatic Values: Medium" in the Pro Tips section, near the end of this article.
EXTERNAL CAMPAIGN - agfc - Required
The External Campaign variable allows you to stitch initiatives together by a common thread. You can use the External Campaign variable however you choose - common uses are for a product/service or for a seasonal promotion:
Similar to External Medium, the External Campaign reports are most useful when the fewest options are used.
EXTERNAL VARIATION - agfr
The External Variation allows you to identify different versions of images, links, ad placements, etc. For example, the External Variation is used to differentiate between multiple links in a marketing email:
We recommend using a "location-type-description" format for External Variations.
"bottom-button-rsvp" is easier to understand than "v98423".
EXTERNAL KEYWORD - agfk
When Declared, this variable is used for Paid Search marketing, and should reference the bid term for a specific ad. The value used with this parameter will show up in the External Keywords reports.
When not declared (i.e. Automatic), the External Keywords variable stores search phrases used on other websites that led people to your website via an inbound link. "Other websites" means major search engines and any website | web application that includes a search function.
Most major search engines mask the External Keyword - this is represented by "(not provided)" in Angelfish.
If you're a Google AdWords advertiser, you can use the dynamic keyword insertion function to automatically populate agfk with the bid term that triggered the ad, like this:
Here are a few examples of External MVs in action:
Consider an email that contains 3 clickable links. Here's what the External MVs could look like for each link:
Source, Medium, and Campaign is the same for each link - this makes it easy to see the overall performance of the email in the reports. The Variation then allows you to compare clicks each link receives.
Link Destination URL
2) Banner Ad
A 500x150 banner ad on randomsite.com in the page footer, offering a 20% discount for the 2022 summer sale promotion.
Full Destination URL:
RE-USE EXISTING MARKETING VARIABLES
If you have already tagged links with MVs for another analytics product, you can re-use them in Angelfish without updating the tags! The External MV params are configured in the Advanced tab of every Profile.
Help Article: Use Google Analytics Campaign Variables in AngelfishHelp Article: Use Urchin Campaign Variables in Angelfish
MVs are flexible and you can use them however you wish. However they get out of control quickly if not managed. Here are some lessons learned:
- Always use lowercase
- Never use spaces
- Use 1 Medium for each type: e.g. email, banner, image
- Use 1 Campaign for each type
If your External MVs get out of control, you can add a Filter to the Profile to fix them.
You can also use External MVs to track offline initiatives that drive Visitors to your website. Print ads or radio/podcast ads can use a vanity URL, which redirects visitors to a Landing Page with MVs.
AUTOMATIC VALUES: MEDIUM
External Keyword search on a popular public search engine
Visits from another website that doesn't match the addresses in the Hostname(s) field
Visits referred from a search results page on another hostname, identified separately from the "referrer" and "organic" Mediums.
Visits referred from this website, meaning it matches the Hostname(s) field
Visits that come directly to the website OR an empty / absent referrer field in the log file