Guide for UTM Tagging for all Your Marketing Campaigns
UTM is short for Urchin Tag Management which is simply attached segments of text to the end of a URL for tracking within your analytics programs. Each portion of your marketing campaigns that is being tracked and analyzed should have its own unique UTM tagging link.
By giving each marketing campaign its own customized UTM tag allows for easy tracking and measuring of the success for each separate campaign. By accurately measuring the success of different marketing campaigns allows for you to know what the best ROI for each and which to invest time and effort into. You will be able to manage each campaign and accurately divide and attribute success to the proper channels per conversion successes by optimizing your analytics programs.
Important UTM Tagging Tags
Your medium tag is where you are placing and tracking your UTM tags is important in understanding which avenue is best for conversion rates. Medium tags will show you which social media, referrals, organic traffic, click and conversion marketing campaigns are catering to your visitors.
A source tag will pull the specifics for each marketing campaign and where it is coming from. If you use Facebook, Instagram, pop-ups, email and Google the source tag will spell out exactly where the potential customer visited and where they saw your campaign for even more analytics.
When using campaign tags you want to keep them unique and consistent to each marketing campaign regardless of the medium, you are using. For each marketing channel you use, using the same campaign UTM tagging verbiage will help keep each one separate and organized and optimize your analytics power.
Best Practices of UTM Tagging
Understanding how to use UTM tagging for all of your marketing campaigns is important to the overall management and success of your business. Make sure to pay attention to special characters like & and be cognizant of spacing. To give you the best chance at tracking accurately do not include UTM tags in internal links.
Keeping your UTM tags consistent across each channel for specific marketing campaigns is important for proper tracking, measurements, and analytics. You should try to keep your UTM tagging practices short and sweet and very precise for more memorable and meaningful visitor experience for optimal chance of conversions.
To keep a more uniform and better-organized trail of UTM tags, you can add in term tags for identifying paid search criteria. To tell the difference between external links that ultimately go to the same URL, you can add in content tags. Never include personal information in your UTM tagging practices like email addresses and names in each and every one of your marketing campaigns.
Understanding and properly using UTM tagging practices will help your management and keep your marketing campaigns organized. By properly using analytics for success rates and getting the best ROI on your time and effort for each campaign then become easy.