Using Link Grouping to Group Campaign Links Together
Summary
You can use link grouping to group various links from your campaigns together. This benefits your link click reporting and link click segmentation. If you use external dynamic content blocks in your campaigns and they contain links, then link grouping is the only way to be able to track them without your account having Google Analytics configured.
What is link grouping?
Link grouping is the ability to assign a tag to an individual link in a campaign. The link comes under the umbrella of that link group name for reporting and segmentation purposes. An individual link can have multiple link groups assigned to it.
Reporting makes use of link groups by allowing you to filter on them, you can then segment on clicks across all of your campaigns based on link groups.
Assigning link groups
When adding a link to a campaign, or editing a link, you can assign link groups by simply typing their names into the 'Link groups' field within the 'Add a link' window.
If, for instance, your campaign contained three links that go through to offers on the vacation destinations of Cairo, Luxor and Alexandria, you could add link groups of ‘Egypt’ and ‘Africa’ to them.
If you are assigning a link group that you've already created and used previously, the autocomplete function will help to speed things up.
Assigning link groups to an external dynamic content block works in the same way. When configuring the block's settings, enter link group names into the 'Link groups' field. These will then be assigned to all links within that external dynamic content block.
Reporting
In terms of link click reporting, you can now filter by link groups at the foot of a campaign’s reporting overview page.
You can also filter in the same way in the ‘Unique user click through’ report.
Providing link groups have been assigned, clicks for links contained within a campaign's external dynamic content will also be included in reporting.
Segmentation on 'Clicks'
You can segment on link group clicks, as opposed to just individual and specified link clicks.
Again, providing link groups have been assigned, segmentation will also include clicks for links within external dynamic content blocks.
To help understand the advantage of link grouping when it comes to segmentation, let's consider a scenario in which it could be used by a business such as a travel agent. For example, they're looking to make the most of their current value deals on vacations to Egypt. Therefore they could segment on contacts who have clicked at least 10 times in the last 90 days on links that are part of the 'Egypt' link group.
The travel agent can be pretty sure these are good prospects, given their recurring interest in destinations within the country. In order to capitalize, they could then enroll the contacts via the segment into a program designed to exclusively promote deals to Egypt. If they’ve attached ‘Africa’ to appropriate links too, then they could make an even wider program to include contacts interested in vacationing in that particular continent.
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