What are UTMs: how to create them… and use them in your online marketing strategy – Marketing 4 Ecommerce – Your online marketing magazine for e-commerce

at the time of measure results of our online marketing strategy, UTMs play a very important role, since they allow us to customize the URLs of our campaigns in order to track the links that reach our website and be able to analyze them through Google Analytics.

What are UTMs

In a nutshell: UTM codes, also called UTM parameters, are pieces of text that appears at the end of URLs and allow control of the origin of the traffic that reaches a website. With them you will be able to know, for example, which tweets were responsible for visits to your website, or which blog post brought real customers or sales opportunities to your site. Its name comes from Urchin Tracking Module, or Urchin tracking module, which was the company that Google acquired in 2005 to rename it as… Analytics 😉

When a user clicks on a link that includes the UTMsthese parameters are sent to Google Analytics and in the reports there will be a detail of each click that was made on each publication: so you can know exactly what attracts the attention of your potential customers.

Google offers you the possibility of doing this through one that will facilitate the task. With this tool you only have to fill in a few fields with basic information and in no time time you will have a personalized URL that will be the one you use in your Marketing campaign.

How to use UTMs

Whether we set the UTM manually or that we do it through the URL creation tool, Google It asks us for five parameters to correctly configure the monitoring of our campaign.

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utm_source

This parameter refers to the source, that is, the site where we will publish our ad, the medium or the search engine through which we have carried out the campaign. This can be Google, Facebook, etc.

For example, if you want to measure how much traffic is attracting to your website a Facebook postthe field should be filled like this: utm_source=Facebook

utm_medium

It refers to the advertising medium, banner, cpc, email; is he type of medium in which the link appears. It will help us identify the means by which the click to our site occurred. If we use more than one, we must fill out a form for each of the means that we are using to have a full measurement of each of them.

Following the example of a publication on Facebook we can put: utm_medium=social

utm_campaign

Here we will use the name of our campaign or promotion in question.

For example, if our campaign is planned for Christmas, we could put: utm_campaign=christmas2020

utm_term (optional)

can serve if you want identify keywords that you used in a PPC ad, it is used more in campaigns that we do not have linked with analytics or also when we use manual labeling in adwords.

An example would be: utm_term=ecommerce

utm_content (optional)

This parameter helps us differentiate links or ads that are on the same URL. If you have several banners on the same page on your website, or two text, graphic or video ad formats, you can identify which one belongs to each of those clicks.

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For example: utm_content=linkbanner

When you get the custom link, use it in your marketing strategy. Here’s an example: If you want to track the success of a post you make from your campaign, instead of adding the normal URL of your site, add the URL that turned out to be personalized in Google Analytics. Like this, for example:

http://www.example.com/?utm_campaign=christmas2020&utm_medium=social&utm_source=twitter

With these tips in a few weeks you will be able to justify which media are most functional for your campaignsthe hours they are most effective, and any other measurement that is important to tailor your campaigns and make them more successful

In which media will you use UTMs to improve your online marketing campaign?

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