Friday, January 26, 2018

UTM Codes

Difficulty Level:
Medium

Intro:
As you probably know, it is important to have a breadth of digital marketing to see what your audience responds to best (search, display, Facebook, Twitter, Snapchat, etc.). However, there is no point if you can’t tell which of these platforms is driving the most valuable activity on your website. If you are using Google Analytics, UTM codes (Urchin Tracking Module) will give you visibility into how each platform’s users are behaving on your website.

Definition:
Put simply, a UTM code is a piece of code generated and attached to the URL of your landing page. The piece of code can consist of: source, medium, name, term, and content. All of your advertising will be differentiated by some or all of the 5 previously mentioned categories. For example, your Twitter ads, search ads, and Facebook ads can all be differentiated in source. Further, medium indicates the types of ads within the platform you are running. For example, “cpc” is a useful medium to compare your cpc campaigns between Facebook, Twitter, etc. Campaign name is where you can indicate the exact campaign you are currently running. Campaign term applies mostly to search campaigns where you can indicate the different paid keywords associated with this campaign. Lastly, content is where you can differentiate the individual ads. For example, if you are an automotive dealership and are running different vehicle ads but it’s all on Facebook, cpc, and within one campaign, then you can put each vehicle in the content.

How to set it up:
  1. First, select the landing page your ads will be navigating to.
  2. The easiest way to build your UTM codes is by navigating to this tool: https://ga-dev-tools.appspot.com/campaign-url-builder/.
  3. Now, as indicated above, fill out the relevant fields.
  4. The tool will automatically add your custom fields to your URL.
  5. Your URL with the UTM attached will be available at the bottom.

Conclusion:
Now you have your UTM codes set up! Go ahead and log in to your Google Analytics and you can begin to filter by the five fields to see the metrics that are important to you. A quick tip if these links will be visible to your audience, you might want to create bitly links so they don’t appear quite as long. You should have all the tools necessary to get a deeper understanding of your various advertising and the activities they are producing on your website!