So many Google Analitycs’s users, only a handful of people who can really maximize the features of Google Analytics. One of them is the Google UTM tracking code feature, which is useful as a parameter to track where the source of the clicks and conversions of the website page is coming from, so What is Google UTM?
What is Google UTM?
UTM stands for Urchin Traffic Monitor, aka a unique code that is inserted in the URL address of the website. This code serves to identify where your traffic source is getting from. Usually, this code is used by users when sharing their content through various mediums such as email, ads, social media, and so on.
Google provides a UTM builder feature that you can build through the Google Analytics Campaign URL Builder. You can take advantage of the Google UTM feature as an effective tool to analyze specifically the source of the traffic you get, especially when you are running a certain campaign.
That way, when you want to run a campaign through various different channels, you can find out which channel is the most effective one to rely on.
For example, when you distribute three different types of banner ads on several different channels. The first you share through Facebook, the second through email marketing, and the third through LinkedIn.
Then, you install the UTM tracking code on each banner. Well, when you check traffic in Google Analytics, you can find out which channels actually have the highest click conversions.
So, you can use only one channel that is most effective and disable banners on other channels. Then, you can allocate the remaining budget from the banner to create the next campaign.
Kinds of UTM Code Parameters You Can Use
Google UTM tools can provide flexibility for you in finding out the origin of the traffic obtained through these links. Such as knowing the source of the link information, what content was clicked on, to be additional material to create a new marketing strategy.
To make it easier to use UTM codes, Google provides 5 types of parameters that you can use
This code indicates the name according to the campaign or promotion that you created. For example, if your code address is: utm_campaign=50percentpromocode, then the link contains a promotional code with a 50 percent discount offer.
This parameter serves to inform where your traffic source is coming from. For example, if you wanted to share a post on Facebook, the parameters to use would be like this: utm_source=Facebook.
This one parameter is used to find out what type of medium visitors use when they click on the link that you share. The medium can be email, ads, browser addresses, social media and others. More or less, this is what the example looks like: utm_medium=socialmedia.
The Content parameter is useful for knowing the results of different campaign types within the same URL or as an indicator when you are doing A/B testing. For example, you want to create a first banner with a logo, then a second banner with text. So, to differentiate between the two, you can generate UTM code like this: utm_content=logolink and utm_content=textlink.
Term is a parameter used to indicate keywords used in paid ads such as PPC (Pay per Click). For example, when you pay for a campaign for the keyword “online marketing”, then you can add that keyword into the UTM code in the form like this: utm_term=online+marketing.
Analyzing Traffic Easier with Google UTM
With Google UTM, you can identify the traffic of each campaign or post in various mediums more effectively. With just a simple addition of code, you can track where your traffic is coming from.
You can find out which links get the most traffic, examine which content your audience likes the most, or become a supporting solution for doing A/B testing and so on.
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