Distinguish between sidebar and banner ad performance, or A/B test designs, graphics, sizing and copy. PPC advertising can be monitored closely with UTMs. You can get differential click-through metrics from the same email – are more people clicking the link at the top, or the bottom? Tag the same landing page or signup URL in emails sent to different lists or at different times and get a unique level of granularity. UTM parameters let you track social media efforts, allowing you to show which content was most effective on which channel. What Can You Track With UTM Codes? Social Tag your URLs with UTMs and Google will tell you where your traffic came from, which campaign it’s a part of and the route it took to reach you, as well as information about exactly where on a screen your visitors clicked and which keywords were effective. You can customize to a point where you make your own custom UTM parameters. Google will track traffic with cookies – but UTMs let you overwrite standard Google tracking with your own, custom tracking, tailored with parameters that exactly fit your needs. The resulting data is visible in Google Analytics, meaning you can track traffic in terms of where it came from and how it got to you. UTM parameters make Google Analytics pick up on the data in the code and log it with the pageview. UTM parameters (sometimes called UTM codes) are specific text strings that you can append to URLs that allow you track those URLs when they get clicked on. If you still have questions about UTM parameters after reading this post, take a deep dive with our sister company’s guide to UTM tagging best practice. Armed with our ‘dummies’ guide,’ you should be prepped to start using UTMs on all your campaigns and reaping the benefits. So why don’t more marketers use UTM? Mainly because it’s seen as difficult, cumbersome and time consuming. From monitoring entire campaigns to A/B testing changes in imagery, placement and copy, UTM tracking provides the depth of detail you need to make every decision data-driven. The level of detail would be impressive from a paid tool: set up UTM right and you can see how much traffic came from a specific tweet, or from a specific image in a particular email. You can track traffic from multiple sources and display the results in Google’s free and familiar Google Analytics dashboard. UTM tracking offers an unparalleled level of accuracy and detail when you’re tracking your traffic.
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