UTM Code Decoded
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Transcript of UTM Code Decoded
UTM CODE DECODED
Direct
Affiliate
Adwords
Social Media
Etc.
Traffic to Website
Benefits of UTM Tagging
Consolidates all campaign data in a set of campaign report
#1
Benefits of UTM Tagging
Tracking parameters that let you analyze where your users are coming from/
To know from where users are coming from
#2
Benefits of UTM Tagging
Proper channel for specific types of campaigns
#3
Benefits of UTM Tagging
Understand which content & information get the best response
#4
TYPES OF UTM PARAMETERS
5 Types of UTM Parameters
utm_medium*
utm_source*
utm_campaign*
utm_content
utm_term
* UTM parameters that are required
Identify the source of your traffic
Example: search engine, newsletter, or other referral
UTM Source
utm_source=Facebook
Identify the type of channel a visitor comes from
Examples: Social, email, feed, banner, CPC, display, affiliate
utm_medium=social
UTM Medium
UTM Campaign (Name)
The name of your campaign
It could be:
A Strategic Campaign (e.g. product launch, new feature, etc.)
Specific Promotion (e.g. a sale, a giveaway, etc.)
utm_campaign=Facebook_summersale
UTM Content
Provide additional details about your campaign
For paid search campaigns, you use it to differentiate ads.
Non-PPC:• To run A/B and multivariate tests
• To differentiate different types of links in emails, e.g., text vs image• To differentiate the different display ads etc. e.g. banner size
utm_content=adwords-200x400
utm_term=adword-littman-stethoscope
UTM Term
Used for paid search to identify the keywords you're targeting
e.g. the keywords that trigger your ad to be displayed.
BUILDING UTM TAGGED URL
UTM Tagged URLs
• UTM parameters are initialized by the question
mark “?” at the end of the base URL
• Every UTM parameter starts with it’s name (e.g.
utm_source, etc.)
• Followed by an equals sign “=” which is then
followed by the input/argument
• “&” is used to join the parameters
www.awesome-example.com/book-launch?
utm_source=facebook&utm_medium=social&
utm_campaign=book-launch-2014-may
UTM Tagged URLS
Base URL Initialisation
UTM Parameters Input/ Argument
Joining of UTM parameters
Google URL Builder
https://goo.gl/IuuQLN
URL Builder using Excel
Provided by Bizible.com https://goo.gl/K41N47
USING UTM TAGGED URL
This link will be the UTM tagged URL
E.g.www.awesome-example.com/product-launch?utm_source=facebook&utm_medium=social&utm_campaign=product-launch-2015
Photo credit: https://thedigitaldiver.files.wordpress.com/2014/04/facebook-ad-call-to-action-button.jpg
The link will be the UTM tagged URL
E.g.www.awesome-example.com/product-launch?utm_source=googlead&utm_medium=ppc&utm_campaign=openhouse-2015
Google Display Ads
The link will be the UTM tagged URL
E.g.www.awesome-example.com/product-launch?utm_source=googlead&utm_medium=ppc&utm_campaign=openhouse-2015
Google Adwords
REPORTING
Google Analytics
Under Acquisition Campaigns
Google Analytics
Track and monitor your campaigns
Now you are ready to connect click data to sales & revenue to answer
important marketing questions
http://www.tangylab.com/
Rachel