A very important aspect of any great marketing strategy is to be able to measure its success.
Measuring the impact of your strategies can be difficult without the right tools. Sure, you know Pinterest drives a certain percentage of traffic to your website or blog. But do you know which pins are giving you that traffic? Or is it a specific guest post that is driving leads and customers to your website?
No matter what your goal is or what KPIs you track to measure your success, Google Analytics offers a high level of accuracy and lots of detail when you’re tracking your traffic. This is particularly useful when you are trying to find answers to some of the basic questions of your marketing effort like:
- How much traffic I am getting on my website or blog?
- What are my sources or medium of traffic?
- Which campaigns are helping me getting the traffic?
- Where the improvement is required?
So now, how do you track your traffic?
That is where the UTMs help you. A UTM stands for Urchin Tracking Module. Even if you don't use UTMs you will be able to see where the traffic comes from. But UTMs will allow you to understand better where your traffic is coming from with more detail such as exactly what is driving that traffic from the source. A UTM (Urchin Tracking Module) is basically query strings appended to the end of a URL or link, to tell it in simple words, UTMs will help you to measure where your traffic is coming from with a lot in detail. When you are using UTMs, Google Analytics is able to track the data in the UTMs and log it with the Pageviews. The resulting data is visible in Google Analytics, meaning you can track traffic sources.
The UTM parameters are usually composed of few codes which can track specific information such as:
Campaign Source (utm_source): This is the referrer of traffic to your page, For example, it can be Google, Instagram, or WhatsApp or it can be your Native Ads Platform. It usually identifies, the platform from where the traffic originates.
Campaign Medium (utm_medium): This is the medium of traffic. For example, you may be getting traffic from Google or Facebook, now the medium could be whether the traffic is from organic search or ads, or social.
Campaign Name (utm_campaign): This helps to identify a specific campaign, product, or offering that driving traffic to your website.
Campaign Term – (utm_term): While this is optional, creating a campaign term allows you to track the paid keywords of an ad or even the keyword of the link in a blog post.
Campaign Content – (utm_content): This is another optional part of a UTM, but including this allows you to easily differentiate between ads on the same source, medium, and for the same campaign, For example, consider two google ads on the same page. You can identify which ad actually is giving you more traffic.
So you see, the UTMs capture the traffic detail with a lot of granularity.
How to use UTMs?
You can append UTMs to your regular URLs to start tracking.
Here is an example of a link to our home page:
Below is an example of how the same link would look like with UTM codes appended:
For example, Now the above URL would have helped me to track traffic if it was placed on any website.
Further, you can shorten the URL using any URL shortener if you think it is too long.
The easiest way to create UTMs with your URLs is to use the below UTM Builder. Once you build the UTM URL, you place it anywhere on the external website or blog or even share it with social media to track traffic from it.
Where to see the results?
In your Google Analytics, under Acquisitions - Campaign - All Campaigns
UTMs helps you to get excellent granularity with all the results in one place. You can control how it’s logged and presented. Start building the links and track your traffic.