UTM parameters as a tracking option are an absolute must for any online business, especially ones that run paid ad campaigns.
In this article, we’ll learn what UTM tags are, why they are needed and how you can create them.
What Are UTM Parameters
How do we know what’s working and what’s not? Right, we use UTM parameters. UTM parameters (or tags) are added to the end of a URL to see where traffic comes from.
Here’s a sample of what one looks like:
Why You Need Them
- To determine traffic sources, i.e., understand where users came from (email, paid ads, social, and so on).
- To track the effectiveness of advertising campaigns (which ads/ad creatives / CTAs, etc. are the most converting).
- To assess the performance of the content you post on third-party platforms perform (for example, guest blogging).
Thus, using UTM tags can help us understand which marketing activities bring us more leads. All the data is transmitted to the analytics system (for example, Google Analytics).
What Does a UTM Tag Consist Of
- Website URL (URL);
- Question mark (after URL);
- UTM parameters;
- Ampersands (&) that combine all parameters.
You can define five parameters with UTMs: source, medium, campaign, term, and content. Three of them are required, and the other two are additional:
Keep in mind:
- There can be only one question mark in one link with UTM tags. It is placed after the URL
- Each parameter must be linked with the other using an ampersand (&)
- If you don’t specify at least one of the required parameters, you can get incorrect statistics
If you run more than 20 advertising campaigns every month, manually creating UTM tags can become a tedious task. There are several solutions to help you overcome this issue:
Take advantage of dynamic UTM tags, found in almost all advertising systems. The system automatically takes the necessary data from ad campaigns and creates tags.
If there is no possibility or desire to use dynamic UTM parameters (since sometimes the automatic substitution of values can occur with failures), try using UTM builders.
UTM Builders: What Are They?
These are tools that allow you to create a link with UTM tags based on the parameters and URL you specified, saving you a ton of time.
You’ll find several UTM builders online, but we suggest the UTM Builder by eLama. It’s what we use ourselves.
It’s quite convenient to use and offers additional features like link shortener and offers hints for beginners (just click on the question mark next to a parameter to learn what it does).
Use UTM tags to get correct data about paid ads performance and other marketing activities.
Get started with eLama today!