Tracking Links with UTMs
UTM tracking codes allow you to measure exactly where your traffic is coming from and which campaigns drive the most conversions. By adding UTM parameters to your links, you can analyze performance across different marketing channels and optimize your efforts.
A UTM link consists of a base URL followed by UTM parameters. Below is an example:
- URL: The website’s address, which should start with http:// or https://.
- ?utm_source: Identifies the main source of the campaign (e.g., Facebook, Instagram, Google).
- ?utm_medium: Specifies the type of traffic (e.g., social, email, cpc).
- ?utm_campaign: Names the campaign or ad (e.g., summer_sale).
- ?utm_content: Differentiates specific elements within the campaign (e.g., discount_banner).
UTMs can be used to track different marketing channels effectively:
- Tracking Referral or Affiliate Sales
- Example: utm_source=website.com&utm_medium=referral
- Useful for tracking sales or leads coming from third-party websites, affiliate partners, or referral programs.
- Tracking Podcasts or TV Mentions
- Example: Buy a separate, easy-to-remember domain (e.g., getmyproduct.com) and set it to redirect to your website with UTM parameters: utm_medium=podcast.
- Helps track conversions from audio-based platforms where direct link-clicking is not possible.
- Tracking YouTube Videos
- Example: utm_source=youtube&utm_medium=video&utm_campaign=video_name
- Allows marketers to analyze which YouTube videos drive the most traffic and conversions.
- Tracking Social Media Posts or Bio Links
- Example: utm_source=instagram&utm_medium=biolink
- Useful for tracking traffic from Instagram, TikTok, or other platforms where links are placed in bios or posts.
To maintain consistency and avoid errors, it's best to document UTMs in a spreadsheet. Here’s an example format:
Campaign Name | Source | Medium | Content | Final URL |
|---|---|---|---|---|
Summer Sale | Social | Discount Ad | https://example.com?utm_source=facebook&utm_medium=social&utm_campaign=summer_sale&utm_content=discount_ad | |
Podcast Promo | Podcast | Podcast | Episode 10 | https://example.com?utm_source=podcast&utm_medium=podcast&utm_campaign=episode_10 |
YouTube Ad | YouTube | Video | Product Demo | https://example.com?utm_source=youtube&utm_medium=video&utm_campaign=product_demo |
By using a structured spreadsheet, you ensure that UTM parameters remain consistent and avoid duplicate or incorrect tracking data. This helps analyze your marketing performance more effectively.
By properly using UTMs, you can analyze your marketing performance with precision, optimize strategies, and maximize your return on investment.
