What are the UTM parameters?
UTM, also known as Urchin Tracking Module parameters can help you understand the effectiveness of your ads. It is the best way to see the exact path anyone takes from your ads to your landing pages.
How does placing UTM parameter work?
To identify the visit rate we can use these parameters -
- Campaign Source - To identify the traffic source, such as Facebook, Google etc.
- Campaign Medium - To identify a medium like an email, cost per click, etc.
- Campaign Name - To identify your campaign, such as your website, a specific sale, etc.
- Campaign Term - Used to identify the target audience
- Campaign Content - Used to identify the format of your campaign or specific ad
You can enter the parameters you want to track. Each parameter will include key, ad-identifying information, and the value you assign to that key. The key and value are connected using an equals (=) sign and you can add multiple URL parameters to your ad by separating them with an ampersand (&) symbol.
Note: Ensure that none of your parameters are empty, always add a parameter key. Also, that you always include a parameter key.
Benefits of implementing UTM parameters -
1. Cross-Channel Tracking - UTM parameters are important if you are running Facebook and Google Ads but do not know how to measure the ROI. By implementing this you are able to identify where your ad traffic is coming from and which ads helped drive a conversion. This can help in understanding which channel is bringing you long-term profits.
2. Precise Data tracking - It provides insights with information about which link people clicked to get to your ad's destination, post, CTA button that was clicked to direct a visitor to a specific page.
3. A/B testing - If you wish to test two different CTAs because they both lead to the same link, you can use a UTM parameter. You can compare the engagement for both of your CTAs and determine where your target customers respond better.