It’s important to establish naming conventions that your entire team will use. Best Practices for UTM Tracking Establish a UTM naming convention from the start In Google Analytics you can filter your traffic by source to understand how your ebook performed in generating traffic and new leads. utm_source= ebooks& utm_campaign= agency_playbook But, direct traffic also includes visitors that clicked links in emails, ebooks and other offline marketing materials.įor example, if you write an ebook that includes links to your website, add UTM codes to those links like the following: It primarily includes visitors that type your url directly into their browser or bookmarked your page. How to use UTM tags?ĭo you want to know how many sales were generated from an email campaign?ĭo you want to know how many sales were generated from a business card you handed out?ĭo you want to know how many website visitors came from a flyer at an event?ĭirect Traffic is often a mysterious traffic source in Google Analytics. In Google Analytics, head over to Acquisition -> All Traffic -> Source / Medium report to see your current data. For most marketers, this data is more detailed than they really need.Įxamples: version1, email_signature, email_body, fbp_morning, location_ny, location_ca If you have multiple links in the same campaign, like two links in the same email, you can fill in this value so you can differentiate them. This is another optional part of a UTM, but including this allows you to easily differentiate between ads on the same channel, like website ads, which comes in handy when you’re A/B testing various images or ad copy. are all good.Įxamples: Facebook Post 07-05-2020, Google Business Profile Button, Twitter Bio, Instagram Bio, flyer_may, Newsletter_May Campaign Content – optional (utm_content) Names that allow you to easily identify product launches, promotional campaigns, individual emails or posts, etc. This acts as the identifier for a specific campaign, product, or offering that you’re driving traffic to. So, unlike the source, it tracks the type of traffic such as a banner ad, emails, social media, or organic search.Įxamples: social, organic, email, cpc, affiliate, qr Campaign Name – optional (utm_campaign) This is the marketing medium that referred the traffic. In many cases, this is the platform or tool you used to create the medium.Įxamples: google, facebook, instagram, tripadvisor, skype, newsletter, flyer, businesscard Campaign Medium (utm_medium) This is the referrer of traffic to your page, such as Google, Facebook or LinkedIn. UTM codes can be long and complex but are very useful when used correctly. As you might have guessed, this particular code tracks who sent the traffic to the page (i.e. The part in bold starting after ‘?’ is the UTM code. You can use the UTM tracking code regardless of which platform (Facebook, Google Business Profile, Offline Flyers, Emails etc) you use.
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