UTMs

You want to better track the performance of your ads and media spend and need to understand how to do it via UTMs

UTM stands for Urchin Tracking Modules and are a method to track and analyze sources of digital marketing campaign conversions. UTM query parameters are to be embedded as the published promotion URLs and the traffic results will then be recorded in the weekly CSV reports and in your dashboard.

WHY ARE THEY IMPORTANT

Having this feature available provides valuable insights into traffic sources, user behavior, conversion rates, and ROI (Return on Investment) on your marketing activities.

In other words, you can analyze all the UTM categories in terms of the amount spent/time invested in each of them, gaining insights on efficiency and scalability.

WHAT DO THEY DO

By enabling UTMs you will be able to accurately track and measure the effectiveness of your marketing efforts, identify the most successful channels for your campaigns and make data-driven decisions to optimize strategies.

There are 5 recognizable UTM tags

‘utm_source‘
‘utm_medium‘
‘utm_campaign‘
‘utm_term‘
‘utm_content‘

Any number or combination of UTM tags can be used for tracking, and the embedded values should be anything that fits your goals and desired analytics structure.

Examples:

You have a link to your landing page (with opt-in widget embedded) under the URL https://awsome-company.com/promotion and you are promoting it via Facebook and Twitter posts, as well as via two different influencers.

You want to know how to optimize the investment in marketing across those channels. Here is how you could use your UTMs:

FACEBOOK UTMS

‘utm_medium’	‘utm_source’	‘utm_campaign’
"social_media"	"facebook"	"post1"
"social_media"	"facebook"	"post2"

You can add additional ‘utm_campaign’ tags to any ad variant, so you will know exactly which post had which users converted.

Here is how the links to the landing page will appear for the Facebook posts:

https://awsome-company.com/promotion?utm_medium=social_media&utm_source=facebook&utm_campaign=post1

TWITTER UTMs

‘utm_medium’	‘utm_source’	‘utm_campaign’
"social_media"	"twitter"	"tweet1"
"social_media"	"twitter"	"tweet2"

You can add additional ‘utm_campaign’ tags to any ad variant, so you will know exactly which post had which users converted.

Here is how the links to the landing page will appear for the Twitter posts:

https://awsome-company.com/promotion?utm_medium=social_media&utm_source=twetter&utm_campaign=tweet1

https://awsome-company.com/promotion?utm_campaign=social_media&utm_source=twetter&utm_medium=tweet2

INFLUENCER UTMs

Influencer	‘utm_medium’	‘utm_source’
Influencer 1	"influencers"	"influencer_one"
Influencer 2	"influencers"	"influencer_two"

Here is how the links to the landing page will appear for the influencer posts:

Influencer 1

https://awsome-company.com/promotion?utm_medium=influencers&utm_source=influencer_one

Influencer 2

https://awsome-company.com/promotion?utm_medium=influencers&utm_source=influencer_two

RESULTS

By using those URLs, all the UTM data is collected on a regular basis and you will receive the raw results data on your weekly CSV file.

Totals conversions
- Channel level - You can analyze which marketing channels have a higher conversion rate (e.g. social media vs. influencers)
- Platform level - You can analyze which platform has a higher conversion rate (e.g. Facebook vs. Twitter)
- Ad level - You can now analyze which ad creative or copy have a higher conversion rate (e.g. post1 vs. post2)