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

Facebook

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