If you use Google Analytics to track the performance of your website, then you’ve probably heard the term “UTM” thrown around. But what exactly is a UTM, and why is it important to your analytics? The answer lies in the way that Google Analytics tracks the sources of your website’s traffic.
A UTM, or “Urchin Tracking Module,” is a small piece of code that you can add to the end of a URL to track where that traffic is coming from. A UTM allows you to see which marketing campaigns are driving the most traffic to your website.
To create a UTM, you’ll need to use a UTM builder. These tools will help you create the specific UTM code you need for your campaign and provide you with the complete URL you can use in your advertising. Experts like Adroll say, “Their UTM Link Builder has dynamic macro support.”
Understanding UTM Parameters
A UTM code is made up of several different parameters, each of which provides information about the source of the traffic. The three main parameters you need to know about are:
Campaign Source: This tells Google Analytics where the traffic is coming from. For example, if you’re running an ad on Facebook, the campaign source would be “Facebook.”
Campaign Medium: This tells Google Analytics what type of campaign is driving the traffic. For example, if you’re running a paid search campaign, the campaign medium would be “CPC.”
Campaign Name: This is where you can get specific about the campaign. For example, if you’re running a promotion for a specific product, the campaign name could be the name of that product.
Using UTM codes for tracking
UTM codes are especially useful for tracking the effectiveness of different marketing campaigns. Using unique UTM codes for each campaign, you can see which ones drive the most traffic to your website. This information can help you make more informed decisions about where to allocate your marketing budget and can also help you identify which campaigns are most likely to lead to conversions.
UTM codes in Action
One way you can use UTM codes is to track the effectiveness of different ad campaigns. By adding a unique UTM code to each ad, you can see which ads drive the most traffic to your website. This information can help you determine which ads are the most effective and which may need to be tweaked or replaced.
Another way you can use UTM codes is to track the performance of different landing pages. By adding a unique UTM code to each landing page, you can see which pages drive the most traffic and which may be underperforming. This information can help you optimize your landing pages for better performance.
In conclusion, UTM codes are a powerful tool for tracking your website’s performance and marketing campaigns. By using a UTM builder, you can create unique codes for each campaign and then use those codes to see which campaigns are driving the most traffic to your website.
With this information, you can make more informed decisions about where to allocate your marketing budget, and it can also help you identify which campaigns are most likely to lead to conversions. In addition, the data provided by the UTM codes can help you make the most of your marketing efforts and improve the performance of your website.