How to use UTM parameters (in 4 steps)Īt this point, you might be worried about potentially causing a search engine optimization (SEO) problem by tweaking your URLs. We’ll discuss these in more detail below. In addition, with UTMs you can measure return on investment (ROI), refine your social media strategy, track influencer marketing, and much more. Furthermore, you can more easily compare posts (akin to A/B testing) to better know what’s working for you and what isn’t. You’ll also be able to see what avenues users take to convert. This means you can generate precise data on where your traffic is coming from. For example, you could see how well specific blog posts work at converting visitors into customers. UTMs can be used to see which marketing platforms or campaigns are working best for you, and to track the value of social marketing campaigns. More on what all these UTM parameters mean in a second. You can also add more tags to track additional data, like a specific post that you made on Facebook. In this case, the source we are interested in is Facebook. Here, the UTM tag is utm_source=facebook and is used to track a possible source of traffic. So what do UTM parameters look like? Here’s a simple example: For example, you could use UTM parameters to track visitors from a link that you placed in a guest post on another site. When someone clicks a link with those UTM parameters, Google Analytics logs that information and lets you analyze the activity of visitors who have clicked that exact link. UTM parameters are tags you add to a URL.
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