![]() To see how well individual channels did for a campaign, just click the campaign name in this view, and it will drill into the campaign to show you how much inbound traffic you received from each source & medium. Within Google Analytics, you can get to these campaign metrics under the Acquisition drop down (Acquisition > Campaigns) Measuring an entire campaign across all channels is a major reason to use UTM parameters. It’s super easy and takes a lot of work out of creating trackable links. Just fill in the information you want and it will automatically generate a campaign URL at the bottom of the page. Luckily, Google provides a handy dandy Campaign URL Builder for you to use. You probably don’t want to be typing out 100 letter URLs by hand to create these parameters. You can also use this field to differentiate different ad visuals for the same campaign if you’re doing A/B testing or running different sized ads and you want to see how each size performs. For example, if you have a newsletter that has a text link to your campaign, but also a banner link, you can differentiate the links using “text” and “banner” in the Campaign Content field. Campaign Content – utm_contentĬampaign Content is used to differentiate versions of links you may have for your campaign that are in the same medium. This is incredibly valuable information because it tells you what keywords people use to find products/services like yours. This is mainly used for paid search, and will include the term that people searched for when they clicked on a search ad to get to your site. This is one of the most important parts of a UTM parameter because it allows you to bucket every channel you use in a campaign and tie it back to a single campaign overview. ![]() In the example at the top of the page, the campaign name is CampaignABC. This is the shorthand name for your campaign. ![]() If a link to your campaign is in your newsletter, your Campaign Medium would probably be “email.” But if that newsletter is also published on your site, you could make another UTM parameter with your medium being “website” for the version on your site. In the sources & medium’s post we describe mediums as the vehicle your visitor took to get to your site. If the link is on a partner’s website, you would make the source the domain URL of your partner’s site (i.e., .) Campaign Medium – utm_medium If you have a link to your campaign in a newsletter, you would make your Campaign Source “newsletter”. Usually the Campaign Source is the name of a website, or the origin of the link. If you haven’t already, check out the sources & medium post we’ve previously written. The campaign source is the referrer to your site. Your website analytics will then compile all of the information for those parameters to give you a holistic picture of how well your campaigns actually did across all channels.Ī UTM parameter has 5 components. With UTM parameters, you can specifically tell your website analytics from where, how, and what campaign sent that visitor to your site. ![]() If you’re not familiar with sources & mediums, read all about them here.īut many times, traffic doesn’t get this behind-the-scenes code. This behind-the-scenes code will sometimes tell the analytics software what the sources & mediums people used to get to your site. To get this information, analytics software reads some behind-the-scenes code that is sent along with the visitor when they come to your site. These website analytics don’t only show you what people do when they get to your site, they also show how people got to your site in the first place. Nearly every website in the world has some kind of tracking/analytics software. And there’s a really easy way to create this valuable code below. While this looks like a string of gobbledygook, the information it passes to your website analytics is incredibly important. Tag! You’re it!Ī UTM parameter is simply a bit of code that is appended to each URL you use in a campaign. UTM parameters help you identify which websites, mediums, campaigns, and more are working to drive people to your site. After all, if you don’t know where people came from or what campaigns they clicked on to get to your site, you won’t know what’s working and what’s not. Tracking how visitors got to your site is a pretty important task in marketing. If these are questions you ask yourself, UTM parameters are about to become your best friend. How well do your digital campaigns do across all channels you promote them on? Where should you be investing your marketing dollars?
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