Crack the Code of UTMs Gain New Insight Into Your Online Marketing I f your business runs online marketing campaigns, chances are you’re using Google Analytics to track the results. But many small businesses fail to use all of the service’s features to their advantage. UTMs are one of the most beneficial yet underutilized tools marketing teams have at their disposal — and if you’ve been avoiding them, it’s time to wake up to their potential. website traffic. If you pay attention to the URLs in your web address bar, you’ve probably seen them. They look something like this: https://yourwebsite.com/your-post-title/? utm _ source=x& utm _medium=post& utm _ campaign=labor_day_sale
The format may look daunting, but don’t worry — Google has a tool at GA-Dev-Tools.Google/campaign-url-builder to help you create your URLs. Further, the above example is pretty simple to parse once you understand what the code means. Each bit of UTM code after the question mark refers to a specific UTM parameter. There are five total, and three are mandatory whenever you create a UTM. Using each one properly is essential to getting the most from your UTMs, so we’ll break them down individually. Source Where did your web traffic originate? The
Urchin Software Corporation created the Urchin tracking module (UTM) before selling it to Google in 2005. UTMs are small bits of code you attach to the end of a URL to better track which marketing campaigns are driving your
“source” UTM parameter answers this question and is the simplest to use. For links posted to social media sites, your source parameter could read “X” or “Facebook.”
Other sources will likely include Google and the names of marketing email lists. Make it uncomplicated and generic — the details come in later. Meanwhile, all parameters you create should have uniform values to track performance across campaigns effectively.
4
www.newsletterpro.com
Made with FlippingBook Ebook Creator