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UTM Code Decoded
- 3. Benefits of UTM Tagging Consolidates all campaign data in a set of campaign report #1
- 4. 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
- 5. Benefits of UTM Tagging Proper channel for specific types of campaigns #3
- 6. Benefits of UTM Tagging Understand which content & information get the best response #4
- 8. 5 Types of UTM Parameters utm_medium* utm_source* utm_campaign* utm_content utm_term * UTM parameters that are required
- 9. Identify the source of your traffic Example: search engine, newsletter, or other referral UTM Source utm_source=Facebook
- 10. Identify the type of channel a visitor comes from Examples: Social, email, feed, banner, CPC, display, affiliate utm_medium=social UTM Medium
- 11. 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
- 12. 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
- 13. 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.
- 15. 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
- 16. 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
- 18. URL Builder using Excel Provided by Bizible.com https://goo.gl/K41N47
- 19. USING UTM TAGGED URL
- 20. This link will be the UTM tagged URL E.g. www.awesome- example.com/product- launch?utm_source=faceb ook&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
- 21. The link will be the UTM tagged URL E.g. www.awesome- example.com/product- launch?utm_source=googl ead&utm_medium=ppc&ut m_campaign=openhouse- 2015 Google Display Ads
- 22. The link will be the UTM tagged URL E.g. www.awesome- example.com/product- launch?utm_source=googl ead&utm_medium=ppc&ut m_campaign=openhouse- 2015 Google Adwords
- 23. REPORTING
- 24. Google Analytics Under Acquisition Campaigns
- 25. Google Analytics Track and monitor your campaigns
- 26. Now you are ready to connect click data to sales & revenue to answer important marketing questions
Editor's Notes
- Consolidates all campaign data in a set of campaign report Identify the sources of traffic, if not Google will lump together Tracking parameters that let you analyze where your users are coming from. To know from where users are coming from Proper channel for specific types of campaigns Which content & Information get best response Understand user behaviour Achieve goals
- Which content & Information get best response Understand user behaviour Achieve goals
- Used for paid search to identify the keywords you're targeting e.g. the keywords that trigger your ad to be displayed.
- Google provides UTM url builder