Campaign Tracking

What is Campaign Tracking?

Campaign tracking is a way to identify how visitors discover your website. Campaign tracking tools are used to track the effectiveness of online advertising campaigns that lead to your site, from both Ads-generated campaigns and other sources.

You can track what works and what doesn’t. This is possible only if your digital marketing campaigns are tracked from the beginning. You will get the best returns on your marketing capital if you only invest in the most effective digital strategies.

To measure and track the success of digital marketing campaigns, successful marketers use many tools, including Urchin Tracking Module codes (UTM), which are code snippets attached to URLs. UTM codes can also be used to identify specific sources of traffic to a site. UTM codes must contain at least a traffic source, medium and campaign name. They can also include keyword terms or content identifiers.

UTM tracking codes can be one of your most powerful data analytics tools if used correctly. They allow you to identify the best-performing content according to your marketing goals.

What are UTM codes?

Urchin Software developed UTM codes to be used in its Urchin web statistics analysis software. Google acquired the company in 2005 and 2012, fully integrated UTM codes into their own software.

What are the 5 UTM Parameters?

UTM parameters, also known as UTM tags and codes, are used to measure the effectiveness of digital marketing campaigns that are based on certain data points. There are five types. UTM parameters can be added in any order to a URL, separated by ampersands and question marks.

Google requires campaign source, campaign medium and campaign name to be included in its UTM code generator.  Campaign term and campaign contents are optional UTM parameters.

These are the UTM parameters that Google Analytics recognizes:

1. Campaign Source (utm_source),: This parameter can be used to identify the source traffic. This parameter can be used to identify the source of your traffic. It could be a website, search engine, newsletter, or social network.

Example: utm_source=google

2. Campaign Medium (utm_medium). This parameter allows you to identify the medium that was used to share your link and to access it. This parameter can be used to identify the medium you use to share and access your link.

Example: utm_medium=cpc

3. Campaign Name (utm_campaign),: This parameter can be used to identify a promotion or campaign that is tied to your link. This could be the product name, type, or contest name.

Example: utm_campaign=summer-sale

4. Campaign Term (utm_term: This parameter is used for paid search campaigns in order to track the relevant ad-based keyword phrases. This allows you to identify the keywords that resulted in site visits.

Example: utm_term=camping-gear

5. Campaign Content (utm_content). This parameter is used to determine which link someone clicked to reach your site. It can be used to identify what they clicked in emails or landing pages with multiple CTAs. This parameter can also be used to distinguish ads that point to the same URL. This parameter is often used to perform A/B testing or content-targeted ads.

Example: utm_content=cta-bottom

How to create UTM codes

UTM codes can be created manually, but Google has a handy Campaign URL Builder tool that will guide you through creating custom tracking URLs. In case you need to refresh your memory, the Google UTM Builder also defines each UTM parameter.

However, UTM codes can make it difficult for people to click on your URL. We recommend that you shorten your URL before sharing it across digital marketing platforms. Google’s Campaign URL Builder tool allows Bitly integration.

Make better decisions

UTM tracking allows you to determine which digital marketing campaigns have been successful. This allows you to focus on the most successful campaigns and eliminate ineffective ones.

UTM tracking isn’t an exact science. It is crucial to maintain consistency. It’s easy for people to become overwhelmed by the creation of UTM codes that are repetitive or too many. Keep it simple!

Are you ready to get in touch with experts in UTM tracking & analytics? Our analytics team will make sure your UTM tracking codes are set up in a way that is easy to use.


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