You know how customers interact with your site. You even
know the sources that send customers to your site. But knowing that 1,043
customers found your site through Facebook is deeply limited in its usefulness.
If only there was a way to identify which users came from which specific
campaigns on which specific channels…
There is! And they’re called UTM parameters.
UTM parameters are extra tags added on to URLs, which allow
Google Analytics to give you even more data on your customers. These extra tags
include the Medium (email, social
media, ad, etc.), the Source
(newsletter, google-display-ad, etc.), and the Campaign Name (spring-sale, end-of-year-fundraising, etc.). And if
you’re testing multiple pieces of content for a single campaign, you can dig
deeper with the additional content tag so you can differentiate between your
variations.
This extra data will populate in Google Analytics under the
Acquisition section of your account. And there’s no additional work required on
the platform side – Analytics automatically starts processing these links and
populating their data in your analytics account.
Does this sound a bit complex? It’s not.
Google provides an incredibly user-friendly tool for
creating your UTM parameters, called Campaign URL Builder.
You simply fill out the tag fields that you need for your campaign, and a new
URL complete with UTM parameters is provided for you. Then just copy and paste
the link where you need it.
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