It is important to segment organic and paid traffic. In paid marketing, it becomes important to know your ROI on paid ads.
For example, if you are running paid social media marketing, use utm_medium=social-paid for paid traffic and utm_medium=social for identifying organic traffic.
Other UTM Parameters can also be used for identifying paid traffic such as utm_campaign.
Setting up the UTM Parameter is pretty easy.
For example, the Source UTM Parameter can be attributed to Facebook in several ways:
Utm_source=Facebook
utm_source=facebook
utm_source=FaceBook
utm_source=FB
The UTM tags can be setup by using Google Campaign URL Builder. It comes handy for doing a small campaign.
It allows you to add campaign parameters to URLs so that you can track Custom Campaigns in Google Analytics.
The Campaign URL Builder provides a form where you need to fill out the fields. The fields marked with * are compulsory. Once you complete the form, the full campaign URL will be generated for you.
The generated URL is automatically updated when you make changes. The URL can be used in any promotional channels.
You have to keep in mind that UTM Parameters are case sensitive, so they need to be entered the same each time. If you do not follow this guideline, Google will flag it as different channels.
Using a spreadsheet will help you to paste directly from it into the UTM Parameters that you are creating. It lets you track multiple campaigns, sources, and mediums.
Most of the time it happens that with all the UTM Parameters, the generated URL becomes too long to tweet. In that case, you can use any URL shortening service to trim it down.
Besides using Campaign URL Builder, you can also use the Effin amazing UTM Builder Chrome extension for creating UTMs. The most used terms are saved as Presets and it even auto-populates the URL.
UTM Parameter Use Cases
UTMs can help in analyzing the social media referral traffic.
For example, Twitter gives you four options for promoting your links. You can post a regular tweet, a promoted tweet, website field, and profile description.
Using UTM Parameters, all these link clicks can be tracked separately.
So, for Twitter promotion tracking, the UTM Parameter strings can take the form:
?utm_source=twitter&utm_medium=profile&utm_campaign=blog
?utm_source=twitter&utm_medium=directtweet&utm_campaign=email
?utm_source=twitter&utm_medium=promoted&utm_campaign=paidtweet
Using UTM Parameters, you get an enriching Google Analytics Report showing the details of the performance of the social media shares.
Likewise, you can even test the clicks from your email newsletters. You can also implement UTM Parameters inside the email signature for tracking visitors to your site.
Plus, you can implement UTM Parameters for knowing which of your banner ads perform the best. With UTMs, you can find out which external website brings in the most traffic.
You can even find out which banner placement, design, size, color and banner types are most effective. When you tag banner ads, you can easily find out which one is more effective.
All the valuable piece of information relating to your campaigns can be found out inside Google Analytics.
Inside your Google Analytics account go to Traffic Sources > Sources > Campaigns and you will find report according to UTM parameters used.
For example, if you are running paid social media marketing, use utm_medium=social-paid for paid traffic and utm_medium=social for identifying organic traffic.
Other UTM Parameters can also be used for identifying paid traffic such as utm_campaign.
Setting up the UTM Parameter is pretty easy.
For example, the Source UTM Parameter can be attributed to Facebook in several ways:
Utm_source=Facebook
utm_source=facebook
utm_source=FaceBook
utm_source=FB
The UTM tags can be setup by using Google Campaign URL Builder. It comes handy for doing a small campaign.
It allows you to add campaign parameters to URLs so that you can track Custom Campaigns in Google Analytics.
The Campaign URL Builder provides a form where you need to fill out the fields. The fields marked with * are compulsory. Once you complete the form, the full campaign URL will be generated for you.
You have to keep in mind that UTM Parameters are case sensitive, so they need to be entered the same each time. If you do not follow this guideline, Google will flag it as different channels.
Using a spreadsheet will help you to paste directly from it into the UTM Parameters that you are creating. It lets you track multiple campaigns, sources, and mediums.
Most of the time it happens that with all the UTM Parameters, the generated URL becomes too long to tweet. In that case, you can use any URL shortening service to trim it down.
Besides using Campaign URL Builder, you can also use the Effin amazing UTM Builder Chrome extension for creating UTMs. The most used terms are saved as Presets and it even auto-populates the URL.
UTM Parameter Use Cases
UTMs can help in analyzing the social media referral traffic.
For example, Twitter gives you four options for promoting your links. You can post a regular tweet, a promoted tweet, website field, and profile description.
Using UTM Parameters, all these link clicks can be tracked separately.
So, for Twitter promotion tracking, the UTM Parameter strings can take the form:
?utm_source=twitter&utm_medium=profile&utm_campaign=blog
?utm_source=twitter&utm_medium=directtweet&utm_campaign=email
?utm_source=twitter&utm_medium=promoted&utm_campaign=paidtweet
Using UTM Parameters, you get an enriching Google Analytics Report showing the details of the performance of the social media shares.
Likewise, you can even test the clicks from your email newsletters. You can also implement UTM Parameters inside the email signature for tracking visitors to your site.
Plus, you can implement UTM Parameters for knowing which of your banner ads perform the best. With UTMs, you can find out which external website brings in the most traffic.
You can even find out which banner placement, design, size, color and banner types are most effective. When you tag banner ads, you can easily find out which one is more effective.
All the valuable piece of information relating to your campaigns can be found out inside Google Analytics.
Inside your Google Analytics account go to Traffic Sources > Sources > Campaigns and you will find report according to UTM parameters used.
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