In our work with digital marketing, it is important for us to be able to measure and optimize based on the data we receive. It is what we base all decisions and recommendations on and evaluate what works and what doesn't.
Through UTM tagging, we can analyze in depth what traffic is most profitable. We can see which channels, campaigns, target groups and even which ad performed best. This is done by tagging links with UTM tags.
A famous quote from John Wanamaker seems fitting: "Half the money I spend on advertising is wasted; the trouble is, I don’t know which half”. If you use our UTM tool when tagging your ads, you can avoid ending up in the same situation as John. Makes sense, right?
UTM stands for Urchin Tracking Module, and UTM parameters are simply lines of code that you can put at the end of a URL to track how groups of your visitors behave on the website - but more importantly, the source and medium by which the visitor reached your website via.
By using UTM tags, you can track where your visitors came from and where they clicked to find your website with relatively simple means. What is meant by "Tracking Module" can be figured out quite easily, but where does "Urchin" actually come from? It doesn't get much more exciting than that the company that developed UTM was called Urchin Software Corporation - now you've learned that too!
We always work with A/B testing (and you should too!), this means to pit target groups, copy or images against each other. Our UTM tool makes it possible to analyze your digital campaigns in Google Analytics at a later stage. Because who doesn't want to be able to tell the difference between paid and organic traffic from Facebook? If it is target group one or two that make the most purchases from Instagram? However, there are a few points that you need to know before you get started. More on that below!
A UTM code created with our UTM tool can look like this:
https://digitaldominance.se/tjanster/?utm_source=facebook.com&utm_medium=cpc&utm_term=mk30-45&utm_content=video&utm_campaign=tjanster.
From this code we can deduce that:
As the UTM tags become visible in your link, it is important that you do not write sensitive information. The campaign term in the above link is MK30-45, that is, the target group is men and women aged between 30-45 years.
It's ridiculously easy to see the results of your UTM tagging in Analytics. Follow these three steps:
In this view, you see the traffic recorded during your selected time period. If you have been consistent and always used facebook.com and didn't throw in a capital letter for the f or sometimes didn't use .com, you should see that all your traffic is collected in the right place. Now you are probably thinking that there were a lot of UTM parameters that needed to be filled in to see if it is paid Facebook advertising or not. You are absolutely right!
By choosing a secondary dimension, you can gain additional depth in your analysis. It is in this way that you can analyze which campaigns, advertisements or target groups generate profitable sales and good engagement to your website. In the image below, we have navigated to Source/Medium and selected facebook.com / cpc as source and selected keyword as secondary dimension. Simple huh? You have now come one step closer to working data-driven.
*Note: The image is from Google Analytics UA - it looks a little bit different in GA4 but the functionality is the same.
Fill out the contact form below and we'll be in touch shortly to discuss your digital marketing in general and perhaps UTM tagging in particular. While you're scrolling past our handy UTM tagging tool, we suggest you take advantage of it! Our focus is to create profitable sales for our customers, and then UTM tagging is a must. Discover all our services and what we can do for your company, we'll hear from you soon!
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