UTM Parameters using Google Analytics
UTM parameters or UTM codes are suffixes or tags that are added to the end of an URL to make it unique and identifiable in order to analyze the source of the traffic to a particular landing page as a part of a marketing campaign.
UTM parameters give out information of the link regarding the campaign it is a part of, the placement of the link, the web page the link has appeared and the medium where the link has been featured. This would help you to know which of your marketing strategies are hitting the spot and which ones are just not making the cut.
How to Build your own specific UTM parameter?
The easiest possible way to create your own unique UTM parameter is by using Google Analytics links builder.
So for instance, let’s say, that we are going to promote a video on Facebook through a Facebook Ad which if clicked by the users would take them to the video tutorial. Our main aim here is to track the insights – how many users landed on the video page through our Facebook advert and the likes.
As a part of the campaign to market your video tutorial, you have created blogs, tweets, Facebook posts and also marketed it on your website. You have created posts and content to get people interested enough to get them to click on the link that is provided along with the content which would take them to the video tutorial.
Now, when after a week of uploading the video, you take a count of the number of views and you notice that your marketing campaign has increased the number of views comparatively. But you would not know which content drove the most views. Was it the tweet or the Facebook post or your blog? This identification is possible when you use unique links in each of your marketing content leading to the same landing page, in this case, your video tutorial.
When you create these unique links using Google analytics, you can track the performance of each of these links from the Google Analytics dashboard.
How to Build a Link using Google Analytics?
- Open the UTM-Parameters.com Link Builder
- You will find six fields on the page.
- Here we are going to focus only on the mandatory four fields.
- The first one is the “website URL”. Enter the URL of the destination website you want your users to land on. In our case, it is the URL of video tutorial.
- Next is the “campaign source”, this will give the information of where the traffic is getting generated from. In this case, it will be the web page that has your video link in.
- The next one will be “Campaign medium”, this is what will identify the medium in which the link was shared through, and here you would put the exact web page address where your link is placed.
- The last one is the “Campaign name”, this is the ultimate identification of the link. This is the name of your actual campaign that is your video tutorial landing page. Now when you click submit, the Google analytics link builder will generate a unique URL that you can use to link your video on your web page.
- And the tag that you created will get linked to your Google analytics for future analysis of that link generated with the UTM parameter.
UTM parameters are helpful when the marketing campaign is wide and complicated. It becomes important for marketers to know which campaign is working and which one is not. It is also crucial to find out where the traffic is coming from.
Sometimes the traffic will actually be getting in from your profile rather than the post that you put up as a part of the actual campaign. Or some people may be getting routed to the site through contacts on your social media who have shared your link. If you are aware of what is working as a marketing strategy for your campaign, it becomes a lot easier to strategize your future campaigns.