Medium
This parameter is more flexible, and you must decide how to categorize
your traffic by type. Common mediums marketers use include “email,” “social media,” or “text message.” These designations will allow you to break down how each medium performs as a whole. But you may want to make additional distinctions. For example, knowing how much Facebook traffic came from your posts versus paid ads is helpful. So, you might consider creating “social media post” and “social media paid” designations as a part of your UTM strategy. Campaign
PUT YOUR KNOWLEDGE INTO ACTION Now you know what a UTM is and how to build one. But what do you do with this information? Ideally, you should begin creating a unique UTM every time you send or post a link online. Each post to a social media site, every email, and every guest post or outside resource on another site should have one. It’s the only way to get the information you need to accurately track your online marketing campaign’s success. Worried about the appearance of these long URLs? Fear not! The online tool Bit.ly can convert a UTM link to a shorter and more attractive version for your posts or other social media use without sacrificing any of the information your UTM generates. As for viewing the results your UTM parameters have generated, it’s not much more challenging than logging into your Google Analytics account. In the left-hand sidebar, click “Acquisition” followed by “Campaigns.” On the “Campaigns” menu, select “All Campaigns” to see and sort your data by any of the five UTM parameters. Once you collect sufficient data, you can use it to refine your marketing approach and get the most bang for your buck. Dropping campaigns that aren’t driving traffic and investing in successful ones is just good business — but first, you have to know how your various efforts stack up.
How you label your campaigns will also require some thought. One common strategy includes naming a specific promotion like “Labor Day sale.” But you almost certainly post other types of content. You might label your educational blog posts as “evergreen content” or “educational.” Other marketers use customer persona names to designate their target audience in a campaign. Another strategy involves labeling the goal or outcome you’re hoping for, like “lead,” “consultation,” or “sale.” Term This parameter is exclusively for paid
search ads. Setting a term will allow you to determine which specific keywords or search terms generate traffic to your site. However, Google Ads’ integration with Google Analytics makes this field obsolete; it is primarily helpful if
you advertise on other search engines. Content
The final UTM parameter is primarily beneficial for A/B testing content. It’s only necessary to use this option if you are running two different sets of advertising with the same source,
medium, and campaign. For example, you might want to try the same pitch with and without an image or with two unique calls to action. The content parameter will tell you which version drove more traffic in these cases. You can leave this field blank if you’re not performing A/B testing.
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