Campaign/conversion tracking isn't quite similar to web analytics. 1. web analytics capture everything/anything hitting your site and only filters which should

Campaign/conversion tracking isn't quite similar to web analytics. 1. web analytics capture everything/anything hitting your site and only filters which should be constantly updated should allow you to visualise/read your data. Surely, you have in GA and most other analytics platform a section where you'll identify your campaigns performances, but that's about it. 2. Campaign/conversion tracking from a marketing perspective starts from the campaign management, which itself starts with a campaign link. A campaign link is by definition a unique link which will redirect to your site/landing page. This link shouldn't be discoverable/indexed by search engines, and consequently only hits coming from the actual campaign URL, are counted. Tracking/campaign management platforms - unlike google analytics - provide specific rules/geotarget/redirect etc.. which allow to build funnels and marketing flows, while url's with utm parameters are static url's which load a page, which can be responsive or not. Google analytics is a very powerful platform which should provide very granular insights on how your site/business is doing. But those analytics should be used from a very high level perspective as they take into account the entire traffic flow. But campaigns are different. They are keyword, country, language, device specific and frankly, after running thousands of campaigns one will realize that general trends can be identified through google analytics, but campaigns themselves are generally speaking fairly different one from an other. Which is why a separate software should be used to run/analyze the campaign's performances. I know you wanted a different answer, but I'm seeing more and more companies/agencies shifting their workflows to address more accurately their campaign performances via campaign management platforms rather than their Google Analytics. I hope that helped anyway. disclosure: i run trackingdesk