UTMs & Google Analytics
Today we’re sharing some industry best practices on traffic attribution, by using UTM parameters in your inbound link strategy. You probably already know that Google Analytics is an excellent tool for tracking traffic to your website. However, you might not know that it can’t see the full route that visitors took to find your business. GA will report that a visitor clicked a link from Facebook for example, but it won’t know whether the link was from an advertisement, a post, a comment, a page, a share, a group, etc. Similarly, if you are sending a weekly newsletter to customers and they click a link in the newsletter, GA won’t know which newsletter or which link within the newsletter was clicked. This issue becomes more apparent when you are active in many different communities, running different advertisements, have multiple affiliates, and are promoting through different channels. This is where UTM parameters become useful, because they fill in these gaps in your marketing reports and provide this additional context for your inbound traffic. UTMs are specific tags (pictured here) that you can append to your links. They automatically provide these details to GA and immediately appear in your reports. As an example, adding just one parameter to your link would look like "http://yoursite.com/page?utm_source=facebook". Appending all of the UTM parameters to your links will provide a complete picture of your inbound traffic performance. As a better real-world example, these are the tags we would use to track traffic from this specific post to our website, wallet, or sales funnel: source: wallet-inc Each Wallet merchant receives tools to monitor and optimize their own advertising, marketing, and promotional activities. If you have any questions or comments about UTMs, please send us a DM or comment below! 🙏 #attribution #utms #marketing #digitalmarketing #googleanalytics #marketingbestpractices #customeracquisition #socialmediamarketing #crm #digitalwallet |