Here are a few sample URLs to give you a better idea of how UTM tracking works. Google’s Campaign URL Builder tool offers Bitly integration. We recommend shortening your URL before sharing it across your digital marketing platforms, since UTM codes can make your URL unappealing to click on. The Google UTM builder also defines each of the UTM parameters, in case you need a refresher. However, Google offers a handy Campaign URL Builder tool that walks you through how to create customized tracking URLs. You can type out UTM codes manually without any assistance. It is commonly used for A/B testing and content-targeted ads.Įxample: utm_content=cta-bottom How Do I Create My Own UTM Codes? This parameter is also used to distinguish between ads pointing to the same URL. Campaign Content (utm_content): Use this parameter to determine what someone clicked on to get to your site when there are multiple links pointing to the same URL, such as in an email or on a landing page with multiple CTAs. This helps you identify which keyword(s) resulted in a site visit.ĥ. Campaign Term (utm_term): Use this parameter for paid search campaigns to track relevant ad-based keywords. This could be a product name, type of sale, contest name, etc.Ĥ. ![]() Campaign Name (utm_campaign): Use this parameter to identify a campaign or promotion tied to your link. This could be email, social, cost per click (cpc), or another method.ģ. Campaign Medium (utm_medium): Use this parameter to identify the medium used to share and access your link. This could be a website name, search engine, newsletter name, or social network.Ģ. Campaign Source (utm_source): Use this parameter to identify the source of your traffic. Here are the five UTM parameters recognized in Google Analytics:ġ. Campaign term and campaign content are optional UTM parameters. Google lists campaign source, campaign medium, and campaign name as required parameters in its own UTM code generator. You can add UTM parameters in any order at the end of a URL separated by a question mark and ampersands. There are five types of UTM parameters - also referred to as UTM tags or codes - used to track the effectiveness of digital marketing campaigns based on specific data points. If you have Google Analytics enabled on your website, then you’re ready to get started! If you don't have Google Analytics enabled or are looking for an agency partner to assist you in your digital marketing and data analytics efforts, our dedicated team of data and analytics strategists are here to help. While you can view traffic source information in Google Analytics by default, UTM codes allow you to dive deeper into the data to uncover the exact content that is pulling in visitors. Google discontinued Urchin in 2012 and integrated UTM codes into its own software. Google purchased the company in 2005 and rolled out Google Analytics toward the end of the same year. Urchin Software created UTM codes for use in its Urchin web statistics analysis program. Getting Started With UTM Codesīefore we get started with UTM codes, here’s how UTM codes originated. This is because UTM codes help you identify top-performing content based on your marketing goals. When used correctly, UTM tracking codes are one of the most powerful tools in your data analytics toolkit. They may also contain keyword terms and content identifiers. At minimum, UTM codes include a traffic source, a medium, and a campaign name. ![]() UTM codes are also used to pinpoint specific sources of traffic to a website. ![]() Successful marketers use many tools to track and measure the effectiveness of their digital marketing campaigns, including Urchin Tracking Module (UTM) codes, which are snippets of code attached to the end of a URL. Published by Spinutech on January 3, 2022 What Are UTM Codes? UTM Tracking Explained
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