If you are into digital marketing or run a blog or website you might have tried something called SEO or Analytics. While online digital marketing can be efficiently managed via different online tools such as Google Analytics or SEO optimization tools but there are not many options when it comes down to Offline marketing.
If you are a marketing professional and need to run an advertisement campaign, it becomes too much trouble to manage or show the results to your clients. This is because of the fact that where online media campaigns can easily be organized and tracked using tons of tools out there but there aren’t many options for offline marketing.
Such issues can be solved by using something, called UTM (Urchin Tracking Module) codes.
Try our UTM Code Generator to create custom UTM string for your URL.
What are UTM codes?
To put in a simple way, UTM stands for Urchin Tracking Module. This piece of technology was created by Urchin Software Corporation which was later on acquired by Google in 2005. To portray how important this piece of technology was, Google analytics which we see nowadays has its roots built upon this very technology. Now since we know what UTM codes are, we need to know how these codes function and what purpose they serve.
How UTM codes work?
UTM codes are just some bits of text that are added to a link which helps Google analytics and other analytical tools to understand different details about a given link. What the UTM codes exactly does is, it adds a descriptive tag at the end of a link to show analytical tools from where the link is being redirected. A normal UTM code link will have 5 different parameters attached to it such as –
An example of a UTM link is –
Here all the major 5 parameters are visible. Each of these four parameters serves a different purpose.
- Source – This parameter helps to identify where exactly your advertisement appeared. It can be an online ad, a particular website or even email.
- Medium – Medium identifies the way or type in which your advertisement appears somewhere. It can appear in form of an image or a banner or a video.
- Content – This tag helps to distinguish between multiple different advertisements. This is mostly useful if the advertisement is done in multiple languages. In such cases, the Content tag helps to track a particular link based on its language.
- Campaign – Campaign tag helps to group your advertisements under a particular category/campaign. For example, if you are running an advertisement for a newsletter then you can set the campaign tag as Newsletter to make it more distinguishable.
- Term- The term parameter helps to determine the search terms that were used to
access the given link.
With all this information the main question that arises is, why do we need UTM codes and why include these parameters in all your campaign links?
Why UTM codes are so important?
When running small campaigns with just a few links, at first it might seem unnecessary to include the UTM codes in your links but when dealing with a huge number of links in bigger campaigns it becomes quite overwhelming and unorganized a lot quicker.
The best way to keep it organized and easy to track is to use UTM codes. UTM codes are highly useful as analytical tools such as Google Analytics uses the parameters in UTM codes to track the links and produce useful statistical data. UTM parameters can tell you a lot of details about the link such as –
- Where the traffic is coming from
- Via which method the traffic was brought.
- What type of content it uses.
- Which category or label it belongs to.
What can be tracked with UTM codes?
The obvious question that might come to your mind would be, what should I track with UTM? Well, UTM codes were created to literally track everything about a link but the best place to start would be to use UTM codes on newsletter emails, promotional offers, sale offers, new merchandise sales, videos or blog articles.
Tracking such things using UTM makes it easier to get an insight over how people react to your content. For example, if a particular type of promotional offers gets a better response then more such offers can be introduced in the future and if certain offer fails to gain much mass, those can be avoided too. Similarly, if a certain type of articles on a blog gets more hits than the content creator can try to create more of that type of content.
Overall UTM codes have a lot of useful features that not only help marketing professionals but also helps content creators who want to know what type of content their users like.