UTM parameters: learn to know them and use them to track your campaigns

If you have a website and you do lead generation activities or if you create and manage advertising campaigns to bring traffic to your landing pages, I suggest you follow the advice I will show you in this article.

I made a video in which I explain how and why it is essential to use UTM tracking tags to monitor all the various sources you use to bring traffic to your site and your Landing pages.

Campaign tracking on Google Analytics

Once you have at least once consulted the Google Analytics interface , you have probably noticed in the Acquisition section, an area dedicated to Campaigns .

In this section, Analytics shows you all the traffic data relating to the various campaigns used to generate traffic to the site. With the term campaigns, Analytics does not mean only paid advertising campaigns, but more generally all the sources correctly marked as campaign.

The tracking of traffic sources is a fundamental aspect for a correct analysis of data and to be able to attribute the merit of conversions to the various sources.

Suppose you want to carry out a couple of advertising campaigns on Facebook to bring more people to visit your site. If you use the same destination address for both campaigns, on Google Analytics it will be very difficult to distinguish the contribution of each campaign, since you will see the traffic coming from Facebook, but you will not be able to understand which comes from the A campaign and which from the B campaign .

However, to solve this problem you can take advantage of the UTM tracking tags.

Use of UTM tags for Facebook campaigns

When you create a campaign on Facebook, for example, in the advertisement creation tool, in addition to inserting an image, a title and a descriptive text for your ad, you will most likely also see a field called URL Parameters . The fact that this field is optional leads many people to ignore it, even if it is a very useful function to monitor and analyze the effectiveness of the campaigns .

UTM parameters on Facebook Ads

But what URL parameters should you enter in this field? For example, the UTM tracking parameters .

An easy way to create custom UTM parameters to track your campaigns is to use a tool called Campaign URL builder , which is made available for free by Google. A similar tool has also made Facebook available .

Thanks to these two simple tools it is possible to enter, first of all, the address of your landing page, that is where you want to land the people who click on the ad. In addition to this, the mandatory information is the name of the source , the name of the medium and the name you want to give to the campaign . This information will then be visible on Google Analytics, allowing you to precisely identify the source of that visit.

As I show you in the video, in the website URL field enter the address of the landing page that you intend to use, in the Campaign Source field the name of the source (for example facebook); in the Campaign Medium field, the medium that is the type of link (for example, you can use paid-social to identify the campaigns sponsored on social networks).

Finally, with Campaign Name, indicate the name you want to assign to this campaign. This last data will allow you to identify every single campaign.

The URL thus obtained is already perfectly usable. But inside the tool to create ads on Facebook you only need to enter the parameters, not the entire URL, then copy and paste only the text that starts with a utm_source and not the entire address.

Another suggestion I can give you is to learn how to use these tracking tags for other activities, not just for payment campaigns on Facebook, LinkedIn or other channels.

UTM parameters in email marketing

Another rather common use and example is the use of UTM parameters in e-mail marketing campaigns . Using a platform such as ActiveCampaign as an example, it is very easy to automatically apply the UTM parameters to all the links in a message, so that all the visits generated by these e-mails can be tracked easily even within Google Analytics.

But the use of the UTM tracking parameters is not limited to online activities only. For example, you could create short URLs to share during your events .

The last recommendation I would like to provide is that of paying maximum attention to the consistency in the name of the terms used in the various parameters.

Often this is where people make the most mistakes. Try to establish rules and above all to respect them. For example, avoid writing Facebook, facebook or FACEBOOK in different ways. I personally recommend that you always use lowercase letters for everything. In addition to spaces, I suggest you use the hyphen.

You also mark Google Analytics URL Builder , a handy extension for the Google Chrome browser that allows you to easily create the url track of the page you are visiting.

If you have found these suggestions useful and this explanation, I send you to subscribe to my YouTube channel , so as not to miss the next video tutorials.

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