What to do with a Shortened URL
Note, if you’re using a different shortener like Bit.ly, you could take that ugly URL, throw it into Bit.ly and then shorten it. However, it makes more sense to use the shortener Google provides. Plus, it’s easier to track inside of Google Analytics than have to look at another platform such as Bit.ly.
Now we can take the shortened URL and use it the Google post. The is a trackable link that I will be able to see in Google Analytics. I will be able to track that back to the source (Google) and I know the medium (social) and now I can slice and dice this data as I like.
That is how to correctly use the Campaign URL Builder. Again, any type of organic paid posts that you are placing out there, emails that you are doing, you need to make sure that you’re using the Campaign URL Builder, otherwise, you are building up your direct traffic and we want to try to reduce that bucket as much as we can.