For a marketer, it is always very important to understand the source and medium of the traffic and leads for his business. Now the question is how to get this kind of data which will give us the idea of whether we are going in the right direction or where we have to improve our marketing efforts.
For Digital Marketing Professionals, UTM must be a familiar term but do you know how effective this technique is in marketing output?
UTM stands for the Urchin tracking module which is clear from its name it’s a tracking module that tracks the source, medium, campaign by just attaching a simple code to a custom URL. This allows Google Analytics to provide information regarding visitor source and medium. The advantage with the UTM codes, you can change the codes whenever you want to do some changes in a medium or particular month for which you want to track.
It will easy for you to understand with the example:
For a social media marketer who is spending a good time every day and publishing hundreds of links per day, it will help him to track the performance of every link to see traffic source.
UTM codes provide you the answers regarding web traffic:
Where is the traffic coming from?
How is it getting to you?
Why is it coming to you?
You have to be particular for the elements (URL parameters) in order to get the answers to your questions and have to use the following elements in every tagged URL.
In return, UTM parameters will tell Google Analytics hoe to classify the incoming traffic. The steps will be Acquisition → Campaigns → All campaigns. This will appear in your Google Analytics Metrics.
WHY USE THEM?
It equips you to do effective campaign analysis. It will actually make clearer visitor attribution data in your Google Analytics account. It also helps in categorizing the traffic from the direct source and specify as an email source which is not possible to find out if not using UTM codes.