GA will help you to understand how effective advertising media are for your web site. You provide tags within URLs which you then share through news items, emails, Facebook posts, etc.

To do this, you will give the campaign a title that is meaningful to you. The campaign names are unique. With the campaign, specify standard categories that define how the campaign is propagated. For the categories you want to be completely consistent. 

Use this Google Analytics URL builder http://support.google.com/analytics/bin/answer.py?hl=en&answer=1033867

1. Field = Website URL: copy and paste the exact URL you want to use.
2. Field = Campaign Sources.IMPORTANT: your group/department should create a list of standards to use. For example in the library we use
• note_bene
• lib_facebook (main account)
• dept_facebook
• lib_twitter
• dept_twitter
• yale_youtube
• lib_sub_list
• yla_donor (an email list of donors)
• yulib (the library's email listserve)
• lit_news (LIT newsletter)
• lit_blog
• pl (email list for personal librarians)
3. Field = Campaign Medium Defines how the message is delivered. IMPORTANT: your group/department should create a list of standards to use For example in the library we use
• social (for Twitter, Facebook)
• video
• email
• blog
• newsfeed

Matrix of Source and Medium

Campaigns will be tracked in GA under the Standard Reporting tab. In the left-hand navigation list, go to Traffic Sources, Sources and Campaigns.