Over the past 40 years, the two Voyager spacecraft have explored Jupiter, Saturn, Uranus and Neptune. They have sent back detailed views of these strange worlds, revealing moons encased in ice, covered in volcanoes and bathed in gasoline smog. The missions have changed our perspective on the Earth and, with golden gramophone records attached to their sides, are now taking human culture to the stars.

The signals are received by Nasa’s deep space network – giant satellite dishes scattered around the world, designed to pick up data from distant spacecraft. As I watch, duty mission controller Enrique Medina calls-up a ground station near Canberra, Australia to establish contact with Voyager 2. The spacecraft is so far away, engineers need to line-up two receivers to capture the signal from the edge of the Solar System.

The process begins when a potential customer clicks on an ad. Google Ads generates a unique GCLID for that click and appends it to the landing page URL. Once the user reaches the landing page, if Google Analytics is properly set up to recognize GCLIDs, it will parse the GCLID and extract valuable campaign data associated with that click.

One day – probably in the next 10 years – Dodd knows that Voyager 1 and 2 will have to be shut down. “I think it’s going to be a very sad day for Nasa and for humanity – it’ll be like losing a grandparent or close relative who’s lived a full and very rewarding life,” she says. “One day we’ll be looking for a signal from Voyager and we won’t get it.”

The process includes entering the base URL of the landing page and specifying values for each UTM parameter relevant to the campaign. The tool then combines these elements into a single, trackable URL.

“That was such a shock to us,” Hunt says, as he flicks through images of Saturn’s rocky moon Mimas. “We called it ‘Death Star’.”

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Voyager 1 continues to collect information about the void and, in the coming years, Voyager 2 will also pass beyond the Solar System. Because it’s leaving at a different angle to its twin, the data Voyager 2 gathers will give scientists an insight into the shape of the solar bubble.

For those prioritizing efficiency and deep integration within the Google ecosystem, auto-tagging offers a compelling solution.

This efficiency allows marketers to redirect their focus towards strategic tasks, such as data analysis and optimization, rather than the operational details of campaign setup.

The original image archive for the mission is now confined to a dusty filing cabinet in a side room at Queen Mary College in east London. With all the images digitised, the cardboard photos inside are rarely looked at. But when the BBC reunites Hunt with the original pictures, he is taken aback by their quality. Particularly an image captured in 1980, as Voyager 1 reached Saturn.

This data includes but is not limited to, the source of the traffic (such as the Google search engine or a Google partner site), the specific ad group and campaign the click came from, the search query used, and the geographical location of the user.

Manual UTM parameters can be designed to feed data into various third-party analytics platforms, providing a unified view of digital marketing performance across different channels and tools.

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For organizations relying on a broader set of analytics tools beyond Google Analytics, manual tagging offers the advantage of wider compatibility.

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In wrapping up the discussion on choosing between auto-tagging and manual tagging in Google Ads, it’s clear that both approaches offer distinct benefits and limitations tailored to different campaign and analysis needs.

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“One event could wipe out all the life we know of in the Universe,” she adds. “It’s a precious image that helps us understand how fragile and small our place is in the Universe.”

From a resource standpoint, auto-tagging stands out for its efficiency. By automating the tagging process, it eliminates the need for manual input, saving significant time and resources.

“We were trying to tell a little bit about what planet Earth was like, the beings that lived on it and, in particular, the species that made this record,” says artist Jon Lomberg, the design director for the golden record project. “The ground rules were that this wasn’t a message from Nasa or the United States but a message from planet Earth, reflecting the entire Earth and not the nation or agency that sent it.”

Manual tagging, commonly referred to as UTM tagging, stands as a foundational practice in digital marketing for tracking the performance of online campaigns.

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In November 1980, Voyager 1 left Saturn behind to begin its long journey out of the Solar System. Nine months later, Voyager 2 set course for the outermost planets. It reached Uranus in 1986, snapping the first pictures of the gas giant, its rings and also discovered 10 new moons.

The accuracy of data collected through manual tagging hinges on meticulous implementation and adherence to standardized tagging practices.

“This was the first computer-controlled spacecraft ever launched,” says Stone. “It still flies itself, it runs itself, it checks itself and it can switch to backup systems by itself.”

By adding these parameters to URLs in your digital ads, you can gain insights into the effectiveness of various campaigns, channels, and content pieces.

Several missions have built on the legacy of Voyager – as well as the Cassini-Huygens mission to Saturn, the Galileo and Juno probes have visited Jupiter and more missions are in the pipeline. No new missions are planned to Uranus or Neptune – the Voyager 2 images remain the state of the art.

This process not only simplifies campaign tracking but also enhances data accuracy, providing a detailed view of user interactions.

“The objective is to keep them flying as long as possible,” says Voyager programme manager, Suzy Dodd. “You can imagine them being twins and over the course of nearly 40 years, one has lost hearing, the other doesn’t see so well, so we have to be very careful.”

In 2013, Voyager 1 crossed the boundary between the space dominated by the Sun’s magnetic field and the space between the stars. “The Sun creates this huge bubble around the planets,” says Stone. “This is a partial shield from the cosmic rays outside – we’re now learning how our bubble interacts with the material from other stars.”

But that wasn’t the only surprise at Saturn. As well as finding new rings and identifying an additional moon, the Voyager spacecraft investigated the moon of Titan with its thick petrochemical atmosphere and methane rain. It also sent back close-up images of the moon Enceladus. This tiny, ice-encased world, around the size of the UK, is the most reflective body in the Solar System. Both moons have subsequently been investigated by the Cassini-Huygens mission, with Enceladus now ranked as a prime candidate for life.

But Sagan and Lomberg had a problem: Nasa only gave them six weeks, from start to finish, to complete the project. “At the end of the six weeks, we had to have a physical record to give them,” says Lomberg. “That’s absurd.”

In conclusion, the choice between auto-tagging and manual tagging in Google Ads should be informed by the specific needs and resources of the marketing team, as well as the analytical tools in use.

This section offers insights and guidelines designed to optimize the use of tagging based on campaign objectives and analytical needs, alongside practical advice for maintaining data integrity.

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Maintaining data accuracy and consistency is paramount, particularly when managing campaigns at scale. Adhering to best practices in tagging can dramatically enhance the reliability of your data analytics.

Richard Hollingham has also produced a BBC World Service documentary on the Voyager missions. Presented by astronaut Ron Garan, it will be available from 20 August here: http://www.bbc.co.uk/programmes/w3csvntg

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Voyager 1 left the solar system in 2013 and is (at the time of writing) 20 billion kilometres (12 billion miles) away. Voyager 2, on a different trajectory, is 17 billion kilometres (10.5 billion miles) away. Maybe it’s easier to imagine it like this: it takes a radio signal, travelling at the speed of light, 38 hours to travel from the Earth to Voyager 1 and back. And it’s some 30 hours for Voyager 2. (For their latest position, visit the Voyager home page.)

Conversely, manual tagging involves appending UTM parameters to URLs by hand or using tools for bulk editing. While this method offers control over the data collected, it is susceptible to inconsistencies due to potential human error or variations in tagging conventions across different campaigns.

Implementing manual tagging involves constructing URLs with the desired UTM parameters. Marketers can use online tools, such as Google’s Campaign URL Builder, to generate these URLs efficiently.

In 1977, two spacecraft started a mission that has redefined our knowledge of the Solar System – and will soon become our ambassadors on a journey into the unknown. BBC Future looks at their legacy, 40 years after launch.

“It’s such a tiny thing floating in space and Earth is where all life we know of exists,” says Lakdawalla. “It’s almost frightening when you perceive it in that Voyager image, in that sunbeam. Sometimes it looks like a laser beam with Earth fixed in it.”

“Every time an observation came through, it was always new,” says the head of the imaging team, Garry Hunt. Based at Imperial College London, Hunt was the only senior British scientist on the mission. “History was changed.”

On the other hand, manual tagging provides unmatched customization and flexibility, suited for complex, multi-platform campaigns requiring tailored data tracking.

“The power of the transmitter on the spacecraft is around 12 watts,” says Medina. “When it’s on high power, it’s 20 watts – around the same as a lightbulb on a fridge.”

This automation ensures that the data collected is accurate and reliable, enabling marketers to make informed decisions based on comprehensive insights into campaign performance.

“I would like to think that sometime in the future, something or somebody will find them, play the golden record and look at what, by that time, will be an ancient civilisation,” says Dodd. “Our Earth may be long gone by the time that golden record is found.”

UTM parameters are text strings added to a URL that track vital information about how visitors arrive at a website. There are five standard UTM parameters:

Auto-tagging in Google Ads is recognized for its capability to automatically append a unique Google Click Identifier (GCLID) to URLs, which directly imports a rich dataset into Google Analytics.

Auto-tagging is seamlessly integrated with Google Analytics, enabling a smooth flow of detailed campaign data into the analytics platform. This integration facilitates an in-depth analysis of campaign performance within the Google ecosystem, offering insights into metrics such as click-through rates, conversion rates, and user behavior post-click.

This is the Jet Propulsion Laboratory’s (JPL) mission control for Nasa’s Voyager spacecraft. You can tell that from the homemade cardboard sign beneath the computer monitors that reads: “Voyager Mission Critical Hardware PLEASE DO NOT TOUCH!”

While auto-tagging provides a standardized dataset conducive to detailed performance analysis within Google products, it lacks the same level of flexibility. The predefined parameters of auto-tagging may not align perfectly with all analytic requirements, particularly when integrating data from non-Google platforms.

Auto-tagging’s automated nature ensures consistency in data capture, minimizing human errors and thereby bolstering the reliability of performance insights.

Manual tagging excels in terms of flexibility and customization. It allows marketers to define their own UTM parameters tailored to specific analytic needs, offering a customized view of campaign performance. This level of control is particularly valuable in complex marketing strategies that span multiple channels and require nuanced performance metrics.

Manual tagging, while offering precise control, requires a considerable investment of time and effort, especially for extensive campaigns. The process of manually creating and appending UTM parameters can become cumbersome and resource-intensive, potentially diverting attention from other critical analytical activities.

This detailed comparison sheds light on key areas such as data granularity and accuracy, time and resource efficiency, integration with analytics platforms, and flexibility and customization.

Google Ads auto-tagging vs UTM

Unlike auto-tagging, which automates the process, manual tagging requires marketers to append specific parameters to URLs manually.

“We’ve been turning off redundant systems,” she says. “We only operate the instruments that can take data where the spacecraft are – we don’t operate the cameras anymore because there’s nothing to see – it’s just very, very dark space.”

“Whenever I speak about it to an audience, it draws a derisive laugh,” says Lomberg. “It just seems so petty, so revealing of something about ourselves that’s slightly ridiculous.”

Remarkably, both Voyager spacecraft are still working. Whenever Voyager 1 sends back a signal, it is from the furthest distance any human-made object has travelled from Earth.

But time is running out. The spacecraft are powered by nuclear batteries with electricity generated from heat produced by the decay of plutonium. Every year, four watts less heat is produced.

Think about that. I live in the countryside 40km (25 miles) from London and struggle to receive a mobile phone signal. Nasa can pick up messages from 20 billion kilometres away, sent using a 40-year-old, 12-watt transmitter.

Auto-tagging in Google Ads is a mechanism designed to simplify the tracking of advertising campaigns. It functions by automatically attaching a Google Click Identifier (GCLID) to the URLs of ads whenever they are clicked. This unique identifier is crucial as it carries detailed data about each click directly into Google Analytics, without any manual input required from the marketer.

These UTM (Urchin Tracking Module) parameters offer a way to capture detailed information about the traffic sources driving users to a website.

Although Duke Ellington, Chuck Berry and Native American music are represented, Elvis Presley – who died shortly before the Voyager 2 launch – is not on the disk.

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But perhaps the greatest moment for Voyager came on 14 February 1990. This was the day Voyager 2 turned its cameras back towards the Earth to capture a view of the entire Solar System. A view in which the Earth is merely a single-pixel pale blue dot, giving us a sense of our place in the cosmos.

Around a third of the music on the golden disk is by western composers, including Bach, Beethoven and Mozart. However, there was also a genuine attempt to represent the music of the world. The selection features everything from Azerbaijani bagpipes to a girls' initiation song from Zaire. It was possibly the first world music compilation album.

Voyager turned our Earth-centric view of the Solar System on its head. “Before Voyager, the only known liquid ocean was here on Earth,” says Stone. “Then we saw [Jupiter’s moon] Europa with its cracked surface and it subsequently turned out that there was a liquid water ocean beneath the surface.”

In 1979, 18 months after launch, Voyager 1 and 2 began their exploration of Jupiter, revealing its churning clouds in unprecedented detail. The quality of the images from the on-board television camera was remarkable.

However, this broad compatibility requires careful planning to ensure consistent tagging and data interpretation across platforms.

Google Ads auto-tagging (UTM)

“That’s the year it could fly by all four giant planets,” says Stone. “We could launch the first spacecraft to Jupiter and Saturn and, if that succeeded, the second would go onto Uranus and Neptune.”

This integration is invaluable for optimizing campaigns, as it allows marketers to understand not just which ads are getting clicks, but which ones are effectively leading to desired actions on their website.

Some of the biggest scientific surprises came from the moons, which Voyager revealed to be much more than inert lumps of rock. “Before Voyager the only known active volcanoes were on Earth,” says Stone. “Then we flew past Io, a moon of Jupiter around the size of our Moon, and it had 10 times the amount of volcanic activity of Earth.”

By understanding how to effectively implement UTM parameters and recognizing the balance between the detailed insights they provide and the effort required to manage them, marketers can optimize their campaigns for better performance and return on investment.

“I think it’s amazing when you look at what they put on in terms of American music,” says Stephanie Nelson, a professor at California State University in Los Angeles and a world music specialist. “It’s [mostly] black American music, which is pretty interesting.”

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But maybe that’s not the point. With their time capsules from Earth, the Voyager missions are carrying the world of 1977 into the distant future.

We use spin-off technologies from Voyager every day. “Because the signals coming from deep space are so weak, we had to develop coding systems,” explains Stone. “Cell phones and CD players rely on the same technology – but the coding was developed for sending things into space.” Similarly, the image processing capabilities built into smart phones have evolved from technology originally developed by Voyager engineers.

Few expeditions in the entire history of mankind have notched up so many scientific achievements as the twin Voyager probes. But we also owe a great deal to its technological legacy.

But the music was the least controversial aspect of the whole project. Voyager’s predecessors, Pioneer 10 and 11, famously had engraved plaques attached to their sides showing a naked man and woman. The Voyager team hoped to include an image of a nude couple on the golden disk.

In the arena of digital advertising, the distinction between Google Ads auto-tagging and manual tagging emerges as a critical consideration for marketers aiming to optimize campaign performance tracking.

However, it’s important for marketers to be aware that auto-tagging is specifically designed for integration with Google Analytics. If a marketing team uses other analytics platforms or wants to integrate Google Ads data with third-party tools, they might need to use manual tagging or develop a custom solution to parse the GCLID values.

“Humans have been explorers forever,” says Voyager project scientist, Ed Stone. “This is just the newest human exploration by robotic means. Voyager 1 is now touching the material that fills most of the Universe.”

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Moreover, auto-tagging facilitates a deeper integration between Google Ads and Google Analytics. By linking these two platforms and enabling auto-tagging, marketers can access detailed reports on post-click behavior, such as which ads lead to conversions, the path users take on the website before converting, and other key performance indicators.

“The Voyager spacecraft will become our silent ambassadors to the Milky Way,” adds Stone. “They will be in orbit around the centre of the galaxy for billions of years.” But he’s not as optimistic as Dodd that the Voyagers will ever be discovered. “It’d be remarkable – space is really empty.”

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Auto-tagging is highly efficient, reducing manual labor and minimizing errors, making it ideal for advertisers who rely heavily on Google Analytics for tracking and analysis. Manual tagging, on the other hand, offers unparalleled flexibility and customization, essential for campaigns requiring detailed, specific tracking across multiple analytics platforms.

Balancing these considerations will guide marketers in selecting the tagging strategy that best fits their objectives, ensuring effective campaign tracking and optimization.

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Manual tagging offers a powerful way for marketers to track the performance of their digital marketing campaigns with precision and flexibility.

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With the golden records, Sagan was instrumental in transforming what was essentially a science mission, into an artistic and cultural mission. The copper disks, designed to last one billion years, resemble vinyl LPs and play in the same way with a needle, which is included in the engraved record casing. Intended as a message from planet Earth to alien civilisations, the records include speech, music, sounds and even pictures encoded in the grooves.

The other legend behind the Voyager missions is the late Carl Sagan, who led the project to attach golden records to the side of each spacecraft. By the mid 1970s, the Cornell University astrophysicist and astronomer had become one of the world’s best-known scientists. As well as working on Nasa missions – including Viking 1, the first probe to land successfully on Mars – he wrote popular science books and was a regular contributor to TV and radio programmes.

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“I felt it was an essential part of the nature of humanity,” says Lomberg, who spent days searching for a suitable image that was neither pornographic or overly clinical. He came up with one of a pregnant woman. “It seemed to us to be just right,” he says. “But Nasa was having none of it, they said, ‘No way!’

Stone is a legend among space scientists. Now in his 80s, he has been leading the Voyager mission at JPL since design and construction in 1972. “Voyager is the basis for almost everything I’ve done,” he says. “The mission has given us a much broader view of what’s out there – everywhere we look we find nature is much more diverse.”

When the spacecraft reached its final planetary destination, Neptune, in 1989, it was the moons which again caught the scientists’ attention. The very last object Voyager 2 would see was among the highlights of the entire mission.

Voyager 2 was launched from Cape Canaveral on 20 August 1977; Voyager 1 on 5 September. Although neither had any naked images on board, the timing of 1977 was no coincidence.

As well as assisting the spacecraft, the position of the planets also affected the birth rate at JPL. “I tell my daughters their births are aligned with the planets,” says Linda Spilker, who began her career on Voyager and now heads the Cassini mission to Saturn. “This was very calculated – you’ll find a lot of Voyager babies born in the five years between Saturn and Uranus.”

Taken in the same year as the release of the second Star Wars movie, The Empire Strikes Back, it is astonishing how much like a fully-operational battle station the moon appeared to be. A substantial conical chunk was knocked out of it by a massive collision. “It’s an enormous impact,” says Hunt. “It was almost the absolute limit before it would fragment, [and] with Star Wars in the cinemas it [Mimas] became Death Star.”

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“When we flew by Neptune’s moon Triton, we saw geysers of nitrogen erupting,” says Stone. “Time after time we found things on Earth happening all over the Solar System.”

“Every single one of the moons is unique,” says Emily Lakdawalla, senior editor for the Planetary Society. “Voyager taught us what we needed to send to Saturn to understand the nature of its moons.”

One of the most significant benefits of auto-tagging is its ability to provide a wealth of data with minimal effort. Since the process is fully automated, it eliminates the potential for human errors that can occur during manual tagging, such as typos or inconsistent naming conventions.

In a beige-coloured cubicle, on the ground floor of a nondescript suburban office block in Pasadena, California, history is being made.

In the strategic domain of Google Ads, the decision between employing auto-tagging, manual tagging, or a hybrid approach is instrumental in shaping campaign outcomes.