How to use UTM codes to track your URL?
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UTM Tracking
Below are step-by-step instructions to track UTM Parameters :
One important quality that all marketers have in common is the penchant for numbers. To measure your success when it comes to online marketing, you must be able to track the traffic and conversion that each channel is bringing. And it is not simple! With so many online and offline campaigns, trying to track results from each of these channels might get extremely frustrating (if not for UTM codes).
UTM stands for “Urchin Tracking Module”. Essentially, these are texts that you can add to a link that tell any analytics tool, some extra information about the link. UTM codes will help you track the performance of each link that you use in your social media, email and other marketing campaigns. Here’s how you use UTM codes to track your URL and measure your results.
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What does a UTM Code tell me?
UTM codes help you answer three questions - where the traffic is coming from, how the traffic is getting to you and why is the traffic getting to you. There are four elements in an UTM code that will help you understand how the traffic is reaching you, and they are -
Source - which channel is sending you traffic (utm_source=Facebook)
Medium - type of marketing medium (utm_medium=socialmedia)
Content - for tracking different types of content that point to the same URL (utm_content=Footerlink or utm_content=Headerlink)
Campaign - collects all content from one campaign (utm_campaign=25percentpromocode)
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UTM Generators
Including all these parameters manually in a link is a very time consuming task. You can use UTM generators to customize your URL. Some popular UTM code generators include Raven Tools URL builder for GA and Google’s Campaign URL builder. Use this URL link with UTM parameters across your campaigns. These UTM parameters will tell Google Analytics (or any other analytics tools) how to sort your traffic.
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UTM Information
Within your Google Analytics dashboard, you will find UTM information under these sections -
Acquisition -> Campaigns -> All Campaigns
Acquisition -> All Traffic -> Source/Medium
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UTM For Social Media
If your campaign is running on social media, you can use the name of the social media platform as the source in UTM tag. For example, if you are sharing a link of facebook, ensure that the source parameter is “fb” or “facebook” or something similar. To simplify your tracking, you can set the medium tag to “social” or “social_media” or something similar. This will tell you where your traffic came from. You can use other medium tags like email, blog, blog_guest_post etc. for non social media campaigns.
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Good Practices for Using UTM Codes
Here are some good practices when using UTM codes. Create a naming convention for all use URLs. Decide if you are using underscore or dash, uppercase or lowercase and use it consistently across all your URLs. Remember, the UTM parameters that you use in URLs can be seen by the users, so do not use values and numbers that you don’t want your users to see. Also, once you have generated data-rich URLs, you can use an URL shortener to simplify things for your user.