Therefore, it’s super important you consider all of the possible descriptions within your various UTM parameters before you kick off your UTM process. The consistency of your naming conventions can make or break your UTM strategy. Instead, UTM parameter builders can automatically attach UTMs to all the links you create with zero errors. In fact, if you ask us, that sounds like a massive headache and disaster waiting to happen. Good news: You don’t have to add UTM tracking to your URLs manually. These internal UTM parameters can cause tracking errors within your analytics platform. That’s why things can get a little messy if you start tracking internal site links, such as how much traffic one blog post directs to a landing page. The purpose of UTM codes is to track incoming site traffic coming from external sources, like your social media profiles or promotional emails. The key here is shortening the link to reduce the chance of typos and making them a bit memorable. Similarly, if you’re unsure whether your billboards, flyers, or direct mail are actually driving traffic to your website, just include a UTM link.
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Looking to leverage influencer marketing but are unsure of how to measure how well the program is working? With UTM codes, you can assign unique links to every affiliate in your network, so you can see who’s getting you clicks. That’s because you’ll get a better view of the links between specific ads and conversions, as well as have an easier time comparing the performance of your digital ad campaigns with your other marketing channels. With so many ways to boost traffic via social media, adding UTM parameters to your URLs can provide great insight into which platforms and post types are pulling their weight. Our social media advertising tool can help with this, too.Įven if your digital ad vendor provides you with a dashboard, we still recommend tracking your digital ad campaigns using UTM parameters. Whether you’re a Facebook fan or Twitter lover, social media marketing is a huge way for ecommerce marketers to connect with their customers, grab attention, and drive sales. Over time, you’ll have a better sense of which types of emails have the best conversion rates.
You can include UTM codes in your emails to track which links, CTAs, or images were clicked on. We love email campaigns at AdRoll - they’re cheap, effective, and multifunctional. One of our favorite aspects of UTMs is how ubiquitous they are - you can use them to track your marketing spanning the entire customer journey. Determine which campaigns warrant UTM parameters for tracking Read on for the nine UTM best practices to consider when developing your UTM strategy, from choosing the right campaigns to using UTM parameter builders. We’re here to make sure your UTM strategy allows you to capture as many wins as possible.
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( Pro Tip: Don’t forget to download the super handy template at the very end that’ll get you started!) 9 UTM Best Practices Want to learn more about how UTM parameters work (and explore real-life examples)? Check out this guide, which dives into everything from what they are to how marketers can use them. What a link with UTM parameters typically looks like. This could be the name of a contest, sale, deal, influencer ID, or even a product name.īy combining these UTM parameters in one URL, you can pinpoint the exact sources driving traffic to your site. Term: Are there paid keywords or key phrases that warrant a UTM tag?Ĭontent: Are there different ads within a campaign?Ĭampaign name: Every campaign should have a unique name, so you can keep track of traffic. Medium: Which channel type (e.g., organic social, paid social, email) drove the traffic to your site? Source: Which social network, search engine, or specific source drove the traffic to your site? Standard UTM parameters, or the “tags,” include: UTM (which stands for "Urchin Traffic Monitor”) codes are snippets of text marketers can add to the end of URLs, informing analytics tools on how to categorize incoming traffic data. Getting Started With AdRoll’s Cross-Channel Performance Dashboard What Are UTM Codes? Gone are the days where marketing is all about relying on your gut - now, standing out from the noise requires digging through data and making continuous optimization decisions - and that starts with understanding UTM best practices.
Not only are they unaffected by changes to third-party cookies or Facebook’s pixel, but they are also typically well-integrated into different analytics platforms, whether it be Google Analytics or AdRoll’s new cross-channel marketing dashboard.
Enter UTM codes.įor the unacquainted, UTM parameters are a simple and reliable way to track your website traffic, conversions, and revenue activity. Not to cause panic, but the death of third-party cookies is looming, and marketers need solutions, stat.
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