![]() This indicates that the traffic originates from a social media platform. In the above example, the medium is “social”. The “medium” parameter is often used to define the higher level channel, especially when your campaigns are being promoted across multiple channels. Social media platforms, email newsletters, blog posts, and other digital sources are often used as source parameters. In the given example, the source of the link is Facebook, so you can track the amount of traffic your site is getting from Facebook. It determines the source of your traffic, which is often key to your performance analysis. “Source” is the first parameter you need to know about when it comes to UTM links. Let’s look at what these parameters do: Source Now the question is what you can track using a UTM link.Īs you can see, there are five different parameters in the provided sample UTM link. What should you know about UTM parameters? The highlighted section demonstrates the parameters that can be added, but you have to be the one to set those parameters. ?utm_source=facebook&utm_medium=social&utm_campaign=sale&utm_content=try_demo&utm_term=product Using these links, you can track the sources of your incoming traffic and optimize your future campaigns accordingly. Quick example to help explain… Imagine that you are kicking off a new content marketing/SEO campaign that will include publishing a considerable number of articles on different websites (sources) to build awareness of your products and boost SEO rankings via backlinks.īut how do you know which source has been better for your content marketing campaign? Which site delivered the most traffic? Which site’s referral traffic generated the most conversions?Īdding UTM tracking parameters to your campaign’s promotional links provides a mechanism for Google and other analytics tracking tools to have a uniform tagging structure that aids in reporting performance across multiple platforms. UTM stands for Urchin Tracking Module and is method of tagging links used by webmasters and marketers to track and assess the performance of their digital marketing campaigns. The best way to get these answers is by using the right content tracking tools, and setting up your campaigns with UTM links. Which individual asset performed the best?. ![]() Which platform was most effective at driving conversions?.Which platform generated the most awareness?.How do you track the performance of all those assets when they live on multiple platforms? Wouldn’t it be helpful to have answers to questions like: If you’re like most marketers launching a new digital campaign, you are probably creating a variety of different content assets and publishing them on every platform you can, from blogs and email platforms to social networking sites.īut therein lies one of the biggest challenges that marketers face.
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