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Using UTM Parameters To Track Social Media Success

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Social media platforms have improved the face of most businesses and caused a boost in both interaction and engagement. However, without proper data, brands and businesses will be unable to make a conscious decision with regards to their brand strategy and respect to their social media platform.

One of the ways to get the needed data is by accessing the built-in analytics associated with social media platforms. However, a bigger problem arises when businesses and brands realize that the information contained in this analytic is incomplete and not as detailed as they would like. Granted, social media analytics reveals information like shares, likes, and click-through rates to your website. However, this information is not sufficient to make certain decisions off. 

The information supplied by the built-in analytics fails to provide a full picture of how traffic flows from the social media channel to your website, does not detail how a visitor becomes a paying customer and other important information. To counter this, there is a need to get a better data representation platform in the form of UTM-Generator.com.

With data being an extremely important part of the decision-making process for most businesses, businesses and brands need all the data they can get in order to be able to see both the small and big picture and to understand why certain decisions are being made on the part of the consumers. With proper data in place, such businesses may be able to implement strategies that will ensure better performance and overall better engagement.

The big question, however, is how to get the data that you so badly need.

UTM Parameters

UTM Parameters as used by UTM-Generator.com may sound techy and geeky but in real-world terms, they are quite simple and easy to use. UTM parameters are shortcodes, more like text abbreviations or text codes that can be added to all of the links in your social media posts. Adding the UTM parameters to your social media links exposes you to a wide range of benefits including:

  • Ensuring that you can monitor the value of your social media marketing strategies and campaigns
  • Returning detailed and accurate data about where traffic and conversion originated
  • Allowing you access to data on the competitive behavior of each campaign in a classic A/B testing style.

One of the major misconceptions about using UTM parameters generated from UTM-Generator.com is that it requires you to be a programmer. In contrast, UTM parameters are easy to set up and can be done using a DIY approach.

UTM Parameters: What Are They?

UTM parameters, like short text codes, are predefined codes or lines of text that can be added to the URL of your social media posts in a bid to monitor important data. Some of the data that can be tracked using UTM parameters include website traffic and visitors’ behavior. Basically, a UTM code is all other lines of codes or texts that appear after the ‘?’ in a URL. In most cases, traditional links are ugly and this is why you may need to make use of link shortener in order to get the desired aesthetics.

The UTM Parameters are connected to analytics programs that give a better representation of the social media successes recorded.

Types of UTM Parameters

There are mainly five types of UTM Parameters. Three of these five parameters can be used in all UTM tracking links while the last two are specifically designed for tracking paid campaigns.

  1. Campaign origin or source

This is the newsletter name, social network, search engine, or other source that is driving traffic to your website.

Examples include Twitter, Facebook, newsletter, blog, and others.

UTM code: utm_source

Sample code: utm_sourrce=Twitter.

  1. Campaign medium

This type of UTM code can be used to track the specific campaign channel that is responsible for the most traffic generated. With this code, it is possible to investigate channels like organic social, email, paid social and others that are driving the traffic to your website.

Example include cpc or paid social, orgaic_social

UTM code: utm_medium

Sample code: utm_medium=fb_ad

  1. Campaign title

When setting up a campaign, it is recommended that each one should be allotted a special name that allows for easy identification. Allotting names to campaigns also allows you a better chance to track campaign success. Campaign names can vary from contest nomenclature, sales, promotion, new product launch, and other taglines.

Examples: thanksgiving_sale, trial_offer

UTM code: utm_campaign

Sample code: utm_campaign=free_trial

  1. Campaign phrase or keywords

For people who have chosen paid advertising, this code can be used to track the success of paid keywords and phrases.

Example: social_media, Scottsdale_lawyers, newyork_Plumber

UTM Code: utm_term

Sample code: utm_term=newyork_plumber

  1. Campaign content 

Using this UTM parameter, you can track all the different ads contained in any campaign that you have created.

Example: text_ad, video_ad, green_banner, Blue_banner

UTM Code: utm_content

Sample code utm_content=blue_banner

All these parameters can be used simultaneously to get the most results. To insert all the parameters, make sure the codes are inserted behind the question mark and are all linked using the ‘&” symbol.

For example: 

http://www.mydomain.com?utm_source=twitter&utm_medium=twitter_ad&utm_campaign=fall_sale&utm_term=social_media&utm_content=text_ad