![]() For example, if you use “google” as your utm_source and you market through several different channels via Google, you might use a utm_medium of “display” for your display ads, “ppc” for your pay-per-click text search ads, and “cpa” for your cost-per-action Discovery ads. The utm_medium parameter can help you further differentiate and identify the traffic that you are sending to your website through your digital marketing activities. Be consistent in your source variable tagging across platforms and campaigns, so that you can pull together analytics reports on a vendor-by-vendor basis. A common way to choose what source to set is to use the vendor’s name in lowercase, such as “google”, or “facebook”. The utm_source parameter is used to help you identify the source of the web traffic that you are receiving. Digital analysts can then use that common campaign tag to pull together comprehensive cross-channel reports. ![]() As an example, if a University is recruiting in several geographic regions and wants to customize budget, messaging, and/or assets from region to region, it may make sense to set up separate campaigns for each region and tag any social media posts, email links, and digital advertising links for that region with a common utm_campaign code. The utm_campaign parameter is typically used to identify an organized promotion, campaign, or initiative being run to meet a specific digital marketing goal. While UTM parameters are not as sensitive as filenames on your computer, our Characters to Avoid guidelines are a good reference for common characters that might create issues. It is best to use plus signs “+” in place of spaces. It is alright to use capital letters when setting UTM parameters, so long as you use capitalization consistently. Remember to set at least those three UTM parameters-but use all five if it makes sense to do so. In other words, if you set utm_campaign and utm_source, but forget utm_medium, then Google Analytics will not recognize any of the tags you have set. Some systems, including Google Analytics, require that utm_campaign, utm_source, and utm_medium all be included on any URLs for the tracking to work. The five core UTM tracking parameters are: What are the Five Core UTM Tracking Parameters? Using UTM tracking codes helps digital marketers identify top-performing platforms and content in the pursuit of reaching our marketing goals. When used correctly, these codes help digital marketers understand where their website traffic is coming from and how different groups of audiences perform key actions. UTM tracking codes are attached to the end of webpage URLs. Other analytics and customer relationship management (CRM) platforms, such as Adobe Analytics and Slate CRM, understand UTM tracking parameters as well and can create reports around them. As a result, UTM tracking codes are a key part of Google Analytics and have become the standard for tracking digital marketing effectiveness across different traffic sources and distribution channels. Urchin was acquired by Google in 2005, which helped lead to the creation of the analytics platform Google Analytics. ![]() UTM tracking codes were invented by a web analytics company named Urchin. What do UTM tracking codes (also called UTM tracking parameters) have to do with digital marketing? Let’s define what UTMs are, where UTMs came from, and how you can strategically use them to understand the effectiveness of your digital marketing efforts.
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