How to Improve Your Campaign Tracking with UTM Parameters

From email marketing to social media, adverting, and search results, there are various channels that you can use to place the content in front of your target clients. So, how do you keep track of prospects’ interaction with your content?

Of course, the first thing that springs to mind is Google Analytics (GA)with its standard reports. But, what if we say that you can go deeper than the top crust of your marketing reports?

This is where UTM [Urchin Tracking Module] parameters step in! By using UTMs, you can get a more deep-rooted overview of users’ behavior and how they interact with your content, which is the focal point of this article.

What Are UTM Parameters?

In a nutshell, UTM parameters are tags that you attach to the end of your URLs to track the progress of your marketing campaign. When people click on the URL that has an adjoined UTM parameter, you can get insights for the channel that they used to access the content and their further engagement with it.

This is an example of UTM parameter in an URL that will appear after you click this sponsored Facebook post:

This does not alter the content of your link. Instead, it provides you with insights that you can utilize to analyze the place where the user came from and his/her interaction.

There are five UTM parameters that you can attach to your links:

  • UTM source: Encapsulates the traffic source that in most of the cases is the platform on which you shared the link, for example, Google, LinkedIn, Twitter and Gmail.
  • UTM medium: Includes the marketing medium that is closely related to the source. For instance, if you use Google as a source, the medium can be AdWords.
  • UTM campaign: Underlines the campaign that you used to share the URL. You can name the campaign as you like, for example, “Clients Weekly Digest “Lead Nurturing Campaign” etc.
  • UTM term: In most cases, this parameter is used for advertising and seizes the term you bid on for sharing your URL. For example, you might bid on the term “Drip Marketing,” and consequently, “drip marketing” will be the UTM term.
  • UTM content: A parameter that is used to determine the content that collected interaction when multiple elements from your ad promotion led to the click. This is especially useful if you A/B test more versions of your ad.

Other examples of UTM parameters usage for marketing campaigns:

Here’s an email received from Neil Patel

The link contains the following URL with UTM parameters:

Here’s another example from Windows Developer’s sponsored Twitter post

Why UTM Parameters Matter for Your Marketing Campaign?

By using UTM parameters you can gauge the types of marketing campaigns that work and provide you with the insight needed for the ones that didn’t. Basically, there are 5 major benefits from using UTM parameters for your campaigns:

  • Cross-Channel Tracking: You’ve just created a dedicated page and spent a significant amount on Facebook and Google Ads. Great! But, which one has the better ROI? What if 99% of your traffic comes from Facebook and only 1% from Google? With UTM parameters, you’ll know exactly which channel brings you long-term profits.
  • Improving Your Channel Campaigns: When you track the channel’s ROI and monitor the campaign’s impact, you’ll have a clearer picture of what provides you with the best outcome. Now, you’ll be able to focus on improving the channel’s impact.
  • A/B Testing: If you want to test two different CTAs because they both lead to the same link, you can use a UTM parameter. You can compare the engagement for both of your CTAs and determine where your target customers respond better.
  • Influencer Marketing: When you pay a social media influencer to market your product, you want to know if he/she really gets clicked on or it’s just a person with a fake followers count. Creating a custom URL with UTM tags can help you track their ROI efforts.
  • Banner Advertisement: If you pay other websites to include your banner ad, using UTM parameters is a must! You need to know which one brings in more profit. With UTM-based URLs you’ll know which websites to eliminate from your banner marketing strategy.

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