“Content” is a great way to differentiate ads. You have five parameters to consider when building a UTM tag but we normally use just these 4 variables: Long URLs look spammy and not trustworthy. ![]() Now if you accidentally separated your words by spaces, it will look like this (doesn’t look nice):Ĭustomize your URL tags through a URL shortener. Google doesn’t algorithmically penalize for dashes in the URL (plus it looks cleaner). Say for example, if one of your campaign tags is “2015 summer collection”, there’s no point naming another, “collection for summer 2015.” Instead, try “2015 summer collection” and “2015 winter collection” – the cleaner your data looks, the easier it is to view and analyze it. This is an example of an unorganized tagging due to inconsistencies in uppercase/lowercase usageĭon’t mess up your data by not using a consistent naming convention. This will result in two separate sets of email data, when they should just be grouped as one. For example, say you have two different Facebook campaigns “summer travel deals” and “summer gadget deals”, but you’ve listed “Email” as one source and “email” for another. Keep your variables on uppercase/lowercase consistently so your data are organized efficiently. ![]() When done correctly, UTM tagging can help in getting you a very comprehensive picture of your customer’s journey. It works by overriding the source information in Google Analytics with the terms you want to use. They also help you measure the impact of specific campaigns that run external to your website. UTM tags provide insight into which channels are working best for you. UTM tags (Urchin Tracking Modules) are special codes that are added at the end of URLS to provide better detail on where traffic comes from – individual campaigns, keyword performance, landing pages etc. To help you make the most of UTM tagging, read on this quick guide. By using custom campaigns, you can further analyze and understand your traffic. Perhaps you know how much traffic you get from your Facebook organic posts but you don’t actually know what percentage of visits comes from your coupon or promo campaigns. Content Content is an optional tag that is most widely used to differentiate different links coming from the same source.As an optimizer who regularly looks at Google Analytics to learn more about how users interact with the client’s website, UTM is a great way to get more specific insight into where traffic is coming from. ![]() Term Although the term isn’t widely used, it tracks the specific keywords or keyword phrases in your paid marketing campaign. It’s great for naming things like product promotions, or separating keywords into buckets. Campaign The campaign is open to whatever you want it to be. Medium The medium is the specific channel that your traffic is coming from (ex. Here’s an example UTM parameter, and then we’ll break it down: utm_source=facebook&utm_medium=cpc&utm_campaign=Summer2021Sale&utm_term=neon%20Blue%20S hirts&utm_content=middle%20button Source The source determines which social media network, search engine, or other website source the traffic is coming from (ex. They might seem complicated, but essentially UTM parameters can be boiled down to 5 main components: source, medium, campaign, term, and content. These UTM parameters are a short line of code attached to the end of links to track online traffic from different sources.
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