This can be trickier than it sounds if you’re working in a team and there are multiple people responsible for creating and executing certain campaigns both inside and outside the organisation (agencies etc.). To be able to review and identify the information passed from the UTM tags as easily as possible, it’s best to create a naming convention that you stick to consistently. Content – description of the content – such as the ad variation, email subject line/reference, or landing page variation.Term – they keyword used used to bring in traffic (relevant for search ads) – if the traffic source isn’t search then you can use term to collect other useful data about the referring traffic source.Campaign – the name of the campaign – e.g.organic, cost per click, referral, affiliate. Medium (the category of the source) – e.g.Source (the origin of where the traffic came from) – e.g.There are 5 key Google Analytics dimensions that can tracked via utm tags, each dimension is collected using a separate parameter as outlined below: Each parameter passes snippets of data back to Google Analytics about how a user came to your website (which channel) and other key information, such as the content that they viewed or engaged with. UTM parameters are added to the end of a url so that when someone clicks on the landing page you wish to monitor. Sometimes URL parameters are used to pull in additional information that might be sucked up by your database when somebody completes a transaction on your website. checkout behaviour or how certain content is displayed, for example we have one on the Digital Ninjas homepage that triggers more “business focused” information to be displayed in the charity/business tab, you can test it out here. Some websites use URL parameters to power certain functionality on the actual website e.g. You can send data like the name of the channel, the type of creative and even the keyword that was clicked by using a UTM tag. Parameters are added to the end of a URL after a ‘?’ symbol, and multiple parameters can be included when separated by the ‘&’ symbol. URL parameters (also known as “query strings”) are a way to structure additional information for a given URL. UTM stands for “Urchin Tracking Module” – which despite sounding like one of those spiky things you might find stuck to a rock on the bottom of the sea bed – is basically a bunch of parameters that you append to the end of your landing page URL to tell Google Analytics how someone came to your landing page. The way to do this is by using UTM tags (also referred to as UTM codes). Whilst, the big picture ROI is useful (the overall success of the appeal), you also probably want to identify which variation of the ads or emails were the best performing. You want to be able to identify which of these campaigns obtained the most traffic to the appeal page and achieved the highest conversion rate, donation value, and provided the best return on your investment (ROI). Let’s say, you’re about to launch a Christmas appeal to drive online donations and you’re going to launch an email campaign, a facebook campaign and a Google Ad campaign to help drive those donations. If you’re feeling really smart and want to get insights on lifetime value then you should also consider feeding through the channel, targeting and creative data to your database to understand which channel, campaign and even ad copy people converted on. We would also recommend collating performance information under one roof within Google Analytics. There are some clear benefits of using each platform’s own tracking pixels – such as real time optimisation and post-view conversion tracking. It’s also super important when it comes to making decisions based on data! Yet when setting up digital marketing campaigns, all too often tracking is overlooked and becomes an afterthought.Įach platform you use to drive traffic has its own reporting dashboard (email, TikTok, Facebook, Google Ads, Taboola and so on). Tracking how users are coming to your website is EXTREMELY useful.
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