Why use UTMs for Announcement Tracking
You've probably seen it around that data is the new oil! In the case of digital ads, this can make a difference to an excellent business performance. Knowing where your customers come from, what ads they convert, and what makes them make the final decision to purchase is mandatory to measure success in any marketing campaign. That's where the UTMs come in!
Contents
Toggle- But calm down, let's start from the beginning...
- Where does the name UTM come from?
- Creating and using UTM tags
- How can MSUs be efficient?
- Why use UTMs in Google Ads
- Why use UTM tags in social media ads
But calm down, let's start from the beginning...
Imagine you're launching a new ad campaign to boost sales of your clothing e-commerce. You create amazing ads, invest heavily on different platforms and look forward to results. But here comes the question that won't shut up:
-How to know which ads are actually working and which ones need adjustments?
Using UTMs to do a tracking. They are like special tags that you add to ad links, allowing analytics tools like Google Analytics to capture detailed information about each click, including:
- Click source: Which platform clicked it came (Google Ads, Facebook Ads, Instagram Ads, Tik Tok, WhatsApp)
- Campaign: specific campaign that generated the click
- Advertisement: specific ad within the campaign that was clicked
- Keyword: if the ad was displayed in the paid search, which keyword triggered it
- Content: if the ad was displayed on social networks, what content (post, video, format, etc.) led you to click
With this information in hand you can have a complete view of the performance of each ad and make strategic decisions to optimize your campaigns and achieve the best results. It's like having an x-ray of your digital marketing, revealing the strengths and weaknesses so that adjustments can be made and the routes set to achieve the company's goals.
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Where does the name UTM come from?
The acronym UTM means Urchin Tracking Module (Urchin Tracking Module), the name of the web analytics tool that gave rise to this technology. But don't worry if the name looks complicated, the important thing is to know that the MSUs are your tools to unravel the mysteries of online traffic.
In 1996, Urchin Software Corporation emerged as a ray of sunshine amid the nascent internet age. Your mission? Unlock the secrets of web traffic by providing tools for businesses to understand the origin of their visitors and their online behavior.
And it was in this scenario that the Urchin Tracking Module, better known as UTM, was born to revolutionize the way we analyze data for better ad efficiency. In 2005, the company was purchased by Google, which definitely incorporated UTMs into its Google Analytics analytics tool.
Creating and using UTM tags
Creating UTM tags is easy and fast. There are several free online tools, such as Google Analytics URL Generator, that guide you step by step in creating custom links with the necessary tags.
Creating links with UTMs in the Google Analytics URL generator:
- Enter the URL of your website: In the “URL” field of the site, paste the link of the page you want to track.
- Fill out the campaign information: In the fields “Scanner Parameter”, “Source Parameter” and “Middle Parameter”, enter the information you want to follow. For example, in the “Winter 2024” campaign, you can use:
- Campaign parameter: winter2024
- Source parameter: googleads
- Middle parameter: cpc
- Add additional parameters (optional): If desired, you can include other parameters to further detail the tracking, such as:
- Keyword parameter: the specific keyword that directed the visitor to your website
- Content parameter: the name of the article, banner or other content that the visitor accessed
- Click “Create URL”: There! The Google Analytics URL Generator will provide a custom link with UTM tags that you can share in your emails, ads, social networks and other channels.
3 ideal situations for use of the MSUs:
- Strategic Sharing: Share your posts with specific UTMs for each social network. When analyzing the results, you will know which network generated the most clicks and engagement.
- Segmented Campaigns: Create targeted ad campaigns for each social network, using the UTMs to monitor the performance of each campaign.
- Influencer Analysis: Partner with influencers on different social networks and use UTMs on your links to identify which partnerships generate the most qualified traffic.
How can MSUs be efficient?
To help you on this mission, I have prepared a practical guide with the best tips to use the UTMs and master the tracking of ads. The suggestion is to start testing to understand and see the first results, after which it is advisable to always use UTM tags.
1. Create a naming pattern: Set a clear and consistent system to name your UTM parameters, making it easier to organize and analyze data. For example:
- Campaign: camp name of the campaign
- Announcement:
- Content: content typeofcontent
2. Use dedicated tools: There are free online tools that help you create links with custom UTMs, such as Google Campaign URL Builder and UTM.io.
3. Simplify for user: Avoid long and complicated links that can confuse users. Use URL shorteners like Bitly or Rebrandly to create more friendly links.
4. Monitor and adjust: Analyze UTM data regularly on Google Analytics or in the tool of your preference. Identify ads that are generating more conversions and optimize those that are not performing well.
5. Combine with other tools: Integrate UTMs with other marketing tools, such as CRM and marketing automation, to create a complete insight into the customer's journey.
Practical examples for you to inspire
- New product launch campaign:
utm source=goode&utm medium=cpc&utm campaign=lanc product productname&utm content=anuncio1
utm source=facebook&utm medium=cpc&utm campaign=lanc product productname&utm content=anuncio2
- Remarketing campaign:
utm source=google&utm medium=rearketing&utm campaign=rearketing campaignname&utm content=announce remarking
- Influencer campaign:
utm source=installar&utm medium=influencer&utm campaign=influencername&utm content=post influencername
Why use UTMs in Google Ads
The first point is performance assessment. With UTM tags, it is possible to verify the effectiveness of each campaign, ad and keyword, identifying which generate more clicks, conversions and sales. Check out other possibilities:
Investment Optimisation: Direct your investments to the ads and keywords that bring you the most return, maximizing ROI (Investment Return) from your campaigns.
Target audience Adjustable: Create targeted ads for specific audiences based on your interests and online behavior, increasing conversion chances.
Continuous Improvement: Set your campaigns strategically, based on concrete data, optimizing the results over time.
Smart Decision Making: Based your decisions on accurate data, not on achismos, increasing the chances of achieving your marketing goals.
Good Practice to Use UTMs in Google Ads
- Follow a pattern: Create a consistent nomenclature system for your UTM tags, making it easy to organize and analyze data.
- Use relevant tags: Include only tags that really provide you with useful information for your business.
- Monitor the results: Follow the performance of your campaigns regularly, identifying trends and making strategic decisions.
- Combine with analysis tools: Use Google analysis tools Ads together with UTMs to get a full view of the performance of your campaigns.
- Avoid common errors: Be careful with typing and formatting errors in your UTM tags to ensure data accuracy.
Practical Examples
- Campaign for Ads in Research Network: Create ads with specific UTMs for each keyword and monitor each keyword's performance, identifying which keywords generate the most relevant clicks and conversions.
- Display Ads: Use UTMs in your display ads to find out which banners and audience segments are generating the most results.
- Remarketing: Create remarketing campaigns with UTMs to track the performance of your redirection actions and identify which audiences respond best to this strategy.
Why use UTM tags in social media ads
With the UTMs in your hands, you will have a powerful sonar to identify in the vast ocean of social networks what oleforms are the champions of bringing you visitors:
Facebook: Find out if your Facebook efforts are worth it, analyzing how many visits it generates.
Instagram: View whether Instagram is really the ideal network for your audience, monitoring traffic from this platform.
X (Twitter): Evaluate whether your hashtags and posts are causing impact, checking the number of visitors X sends you.
Tik Tok: Explore TikTok's potential for your business by identifying whether this cool platform brings you engaged visitors.
Other Networks: Find out if other social networks, such as LinkedIn, WhatsApp and YouTube, are also valuable sources of traffic to your website.
Practical Examples
- Strategic Sharing: Share your posts with specific UTMs for each social network. When analyzing the results, you will know which network generated the most clicks and engagement.
- Segmented Campaigns: Create targeted ad campaigns for each social network, using the UTMs to monitor the performance of each campaign.
- Influencer Analysis: Partner with influencers on different social networks and use UTMs on your links to identify which partnerships generate the most qualified traffic.
UTMs are powerful tools that, when used strategically, can help you achieve incredible results in your digital marketing campaigns. Master UTMs, master ad tracking and gain business success.
