A fundamental aspect of a superlative online marketer, who stands out above others, is being able to analyze and measure their success. Although the important thing is to be able to demonstrate at the moment of truth, in front of your boss, that measurement had its raison d’etre, an analytical control of the content of your media, through the UTM codes, will facilitate the task.
Both in the 2.0 world and in online marketing, without analysis and its subsequent measurement, there is no paradise. The online marketing has positioned itself as the perfect communication tool to interact with customers, understand their concerns, desires, needs, and opinions. In short, a real world yet to be explored in many cases. In view of this scenario, would you leave the direction of your online marketing strategies to anyone?
Measuring the impact of any online marketing campaign can be quite difficult without the right tools. It is very easy to know that Facebook carries a certain percentage of traffic to your website, what is not so simple is to know which publications were those that reported that traffic to your media (although this can be achieved through special codes that the UTM codes are added to the end of the URL ).
What are they and what do we use the UTM codes for?
The UTM codes are small bits of text added at the end of the URL that aims to help you track the success of your website. An example of the UTM codes would be the following:
Adding the pieces of code after the question mark does not affect anything on the page nor to the organic positioning in search engines (SEO). It only allows your web analytics tool to know how many people arrived through a particular source or marketing channel in general, as part of a specific campaign.
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What variables can I follow the UTM codes?
In order to make a correct measurement of results, it is advisable to include at least these three variables: source, medium, and campaign. However, you can add all the ones we propose below depending on the degree of analysis you need.
- utm_source: Used to indicate the source of the link, for example, Google or Newsletter.
- utm_medium: Used to inform the medium from which it was clicked, for example, email or social networks.
- utm_term: This variable is used to identify the keywords by which it can be found in search engines. It is a field only used for paid searches. Example: utm_term = online marketing strategies.
- utm_content: This parameter is used to differentiate the ads or links that lead to the same URL. Examples: utm_content = logo link or utm_content = text link
- utm_campaign: utm_campaign is used to identify the promotion of a specific product or a strategic campaign. Example: ‘Increase of Web visits’.
The URL resulting from a content to which we have applied all these UTM codes would be:
Google URL Builder: how to create UTM codes easily
You can create your URLs with custom parameters manually, but you also have the option to use web analytics tools.
The free tool Google URL Builder allows you to create UTM codes in a very simple way, filling in each of the boxes that you can see below:
Once the URL is obtained with all the necessary parameters to make a correct monitoring, you can also shorten the link from Google URL Builder.
If you make regular web analytics reports, you have already set up Google Analytics. Is not it? In this case, you will be able to monitor your campaigns in different channels, thanks to the UTM codes.
Google will automatically track incoming campaigns and you can access this information from your Google Analytics account. Specifically from Acquisition / Campaigns / All campaigns.
If you click on each campaign you can see the source and media used. Or, if you want to see it on a single screen, simply add as a secondary source/medium dimension.
In addition to this UTM code generation tool, Google also puts at your disposal two other specific tools to generate app URLs:
- The URL Creator of Google Play, which you can use to generate URLs of Google Play Store applications.
- The Campaign URL Tracker for iOS, which you can use to create app URLs for App Store Apple.
Why use UTM codes?
The greatest added value offered by UTM codes is that you can combine them to get a thorough tracking of everything that happens in your media. We recommend several combinations of UTM parameters to achieve a detailed and realistic analysis that will allow you to:
- Track the success of any online marketing campaign.
- Analyze the functioning of the content in your social channels.
- Follow the same piece of content through multiple marketing channels.
- Visualize in what internal links (for example from a blog) most users click.
The UTM codes are very useful for measuring Internet. It is very easy to configure them and start optimizing your online marketing strategies. Do you use UTM codes to analyze the traffic on your web media? What would you recommend to a company that does not use them yet?