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What is UTM Tracking?
Urchin Tracking Module
UTM tracking is a marketing technique that uses unique tracking codes called UTM parameters to monitor the performance of your marketing campaigns. UTM stands for Urchin Tracking Module, and it was originally created by Urchin Software Corporation, which was later acquired by Google. A UTM tracking builder is a tool that helps you create UTM parameters for your marketing campaigns.
Here, we will explore what UTM tracking is, how it works, and why it is essential for marketers. We will also discuss how to use a UTM tracking builder, the best practices for using UTM parameters, and some common mistakes to avoid.
What is UTM Tracking?
UTM tracking is a technique used to track the performance of your marketing campaigns by adding unique tracking codes to your URLs. These tracking codes are known as UTM parameters, and they allow you to monitor the traffic to your website from each individual marketing campaign.
When a user clicks on a link that contains UTM parameters, the information is sent to Google Analytics, which then records the data in your account. This data can be used to track the effectiveness of your marketing campaigns and make data-driven decisions to optimise your marketing efforts.
How do UTM Parameters Work?
UTM parameters are added to the end of your URLs and contain information about the source, medium, and campaign of the link. There are five UTM parameters that can be added to your URLs:
Source: This parameter identifies the source of the traffic. For example, if you are running an ad on Facebook, the source would be "Facebook."
Medium: This parameter identifies the medium of the traffic. For example, if you are running a banner ad, the medium would be "banner."
Campaign: This parameter identifies the name of the campaign. For example, if you are running a summer sale, the campaign would be "Summer Sale."
Term: This parameter identifies the keywords used in a paid search campaign. For example, if you are running a Google AdWords campaign, the term would be the keywords you are targeting.
Content: This parameter identifies the specific content of an ad or link. For example, if you are running two ads with different images, the content parameter could be used to differentiate between them.
UTM parameters are added to the end of your URLs using a question mark (?) followed by the parameter and its value, separated by an equal sign (=). Multiple parameters can be added to a URL by separating them with an ampersand (&).
For example, a URL with UTM parameters might look like this:
https://www.example.com/?utm_source=facebook&utm_medium=banner&utm_campaign=summersale
When a user clicks on this link, the information contained in the UTM parameters is sent to Google Analytics, which then records the data in your account.
Why is UTM Tracking Important?
UTM tracking is essential for marketers because it allows them to monitor the performance of their marketing campaigns and make data-driven decisions to optimize their efforts. By tracking the traffic from each individual marketing campaign, you can determine which campaigns are driving the most traffic, which are generating the most leads, and which are resulting in the most conversions.
With this information, you can make data-driven decisions to optimise your marketing efforts. For example, if you discover that a particular campaign is driving a lot of traffic but not generating many leads, you might need to adjust your targeting or messaging. Alternatively, if you find that a specific campaign is generating a lot of leads but not resulting in many conversions, you might need to optimise your landing pages or offer.
How to Use a UTM Tracking Builder
A UTM tracking builder is a tool that helps you create UTM parameters for your marketing campaigns. Here at CP Digitally we have created a custom tool for your needs considering your requirements that you have communicated.