Creating UTM parameters (also known as UTM tags, UTM tracking codes, or or Urchin Tracking Module parameters ) is a very, very important part of digital marketing – mostly because it allows you to measure everything you do and optimize along the way, at a very granular level.
If you do it the right way, every single action you take for your online marketing efforts can be quantified.
Creating UTM codes to track your campaigns on Google Analytics takes only two minutes, and the high-level overview behind it is the following:
- The goal: to easily create and keep a database of all the UTM URLs for the different campaigns you are executing and which drive traffic back to your website.
- The ideal outcome: consistent usage of UTM parameters across your team, across platforms, and across campaigns, which makes it very easy to understand the actual impact of the campaigns you are executing in a third-party tool like Google Analytics.
- The importance of this action: this will allow you to assess how effective your marketing is. It’s often very difficult to find consistent usage for UTM URLs, but if you do it the right way, it makes measurement super-easy.
- Where this is done: in your UTM Campaign Builder spreadsheet—available for download in this post. This is a freebie we’re offering for you to fill out with your own information.
- When this is done: an UTM link is needed any time you plan to link to your site as part of an individual campaign.
- Remember: some believe that you only have to do this for paid campaigns – however, this is something you should be doing any time you’re trying to drive traffic back to your website and you want to measure it, as well as any time you are running A/B testing for your marketing campaigns. Or, in other words, any time you are doing campaign tracking.
- Who does this: Whoever is responsible for the execution of the campaign.