Using properties from internal and external campaigns in a report

Question

I would like to generate a report comparing conversions from external sources (via an external campaign) vs conversions from internal sources (such as the content marketing section of a site).

For example:

• An external campaign uses: utm_source=newsletter , utm_medium=newsletter utm_campaign=dec newsletter .
• An internal campaign uses: internal_source=content .

As I understand, internal campaigns must not use UTM params. So then how is it possible to build a report which has conversions % in one column and a source (could be internal or external) in the other column.

Answer 1

You can use Custom Dimensions. You would want to create a session level custom dimension that captures the value from the url string with the query key utm_campaign and internal_source .

From there, you can create a custom report with the dimension set to your custom dimension, and the metric set to Conversion Rate.

This also means that the most recent campaign (eg a user clicked on an external campaign, then an internal campaign, will be captured. This means that you can use 'Campaign' as a secondary dimension to evaluate the total number of users who entered through a external campaign and clicked on an internal campaign.