UTM tags – what are they?
What are UTM tags and how do you create them? Measure the effectiveness of your adverts.
Measuring the effectiveness of your marketing activities will help you improve your business’s performance. UTM tags will help you identify the best solutions. What are they and how do you use them?
What are UTM tags?
UTM tags are snippets of text that you can add to a standard URL. They are a suitable solution if you want to analyse the exact traffic on your website coming from specific sources. They precisely identify where a user came from before arriving at your website.
Tags UTM enabled Google to introduce one of the largest in the world analytics tools – Google Analytics.
How can you recognise UTM tags?
You can recognise UTM tags by the additional text in the URL. They make the link long and unattractive.
Example URL, containing a UTM tag: https://www.052b.pl/?utm_source=google&utm_medium=cpc&utm_campaign=test+advert
It contains information regarding the landing page, the name (“test advert”) and the location of the campaign (in this case, on Google) and the medium through which clicks to the page are generated (CPC).
How do you create a UTM tag?
There are many tools available for creating UTM tags. One of these is the intuitive Campaign UTM Builder, which is Google’s official solution. You can also install a special browser extension or use other tools offered by Facebook, amongst others.
Each wizard contains several fields to fill in. Usually these are: the name of the campaign, its source, medium and target URL of the website.
Components of UTM tags?
As we mentioned earlier, every UTM tag consists of several essential elements. These enable you to identify the exact source of the landing page view. Below are a few of them:
The only mandatory part of the tag is source – this specifies the site from which the user arrived at our website (e.g. Facebook, Instagram, Google, nowymarketing.pl, etc.)
Medium – determines the type of movement. Thanks to it, you can determine whether a click comes from organic promotional activities, campaigns paid, newsletters etc..
Campaign – allows you to enter the name of the campaign. Thanks to it you will know from which advert the data for the click-through comes.
There are other parameters as well, though these are used much less frequently. These include, amongst others, ‘term’ (which defines keywords; used mainly in Google Ads campaigns) and ‘content’ (which defines a specific ad creative; used in campaigns featuring several adverts).
Tagi UTM, a Google Analytics
UTM tags give you an insight into how your campaigns are performing. They are visible not only to you, but also to anyone with access to your Google Analytics account. So make sure they are clear and easy to understand.
A good practice may prove to be splitting a URL into specific actions e.g. on Facebook. You can assign links appropriately for clicks from adverts paid, a click on a regular post or a visit to a page from a remarketing campaign. All types of media will be visible in Google Analytics.
Creating reports in the analytical tool has never been easier. To check your statistics relating to campaigns you need to log in log in to your Google Analytics UA account, and then go to the ‘Reports’ tab, ‘Acquisition’, All Traffic, Source, and then select the medium that interests you.
To gain an understanding of the effectiveness of specific ad variations, you need to select ‘campaign’ as the primary dimension and ‘ad’ or ‘ad copy’ as the secondary dimensions. This will allow you to easily identify which versions of the text are most effective for you.
To create a report in Google Analytics 4, you need to go to Reports -> Acquisition -> Acquisition Traffic. There, you will be able to filter the data in a similar way to Google Analytics Universal.
To sum up, UTM tags are a brilliant solution when running a few < a8> several advertising campaigns and monitoring traffic on the website. Thanks to them you’ll gain a better understanding of effectiveness of your actions and you will be able to be able to improve their efficiency. Do you need help with marketing? We’d be happy to discuss the subject of your needs – 574 488 052.
