How Analytics Mapping works, and how you create the rules

<aside> 💡 The purpose of analytics mapping is to bridge the gap between ad platforms and analytics tools (Google Analytics, Piano, Matomo, etc.), in order to enrich campaign data with site centric metrics. This includes deduplicating platform conversions (i.e. allocating each conversion to only one of the media platform).

</aside>

<aside> ⛔

It’s important not to use double spaces in campaign names, as they are apparently converted into single spaces by GA4.

</aside>

Table of contents

What are tracking codes and UTMs?

Tracking codes and UTM parameters are additional pieces of tracking information appended to the end of a URL that can give Site Centric Analytics detailed information about the trafic coming to the site (what source, campaign, content ...).

How to access Analytics Mapping?

You will need a role of Editor or Admin to manage Analytics Mapping settings for a Workspace.

1. Click your avatar at the bottom of the page, then select Workspace Settings.

   

2. From the navigation bar, select Analytics Mapping in the Workspace section.

   

How to create a mapping?

In general, utm_campaign field should contain the name of the campaign. However, you might have a different setup on specific platforms, for example integrating within the utm_campaign field the name of the campaign but also more granular information such as, for Meta, Adset name or Ad name, separated by a delimiter (e.g. “__”, “|’, “::” or any other relevant string). This module can help you match Campaigns, Adgroups and Ads at a granular level, extracting relevant data from your utm_campaign field.