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How can you set up and track UTM parameters in your content marketing campaigns?

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If you want to measure the effectiveness of your content marketing campaigns, you need to know where your traffic is coming from and what actions they take on your website. One way to do that is by using UTM parameters, which are tags that you add to your URLs to track the source, medium, campaign, term, and content of your visitors. In this article, you will learn how to set up and track UTM parameters in your content marketing campaigns.

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Goutham Veerabathini

First Party Data Expert | MarTech | Google Ads | Meta Ads | PPC Marketing

1 What are UTM parameters and why use them?

UTM parameters are short codes that you append to your URLs to identify the origin and purpose of your traffic. UTM stands for Urchin Tracking Module, a legacy name from a web analytics software that Google acquired in 2005. UTM parameters help you answer questions like: Which social media platform drives the most traffic to your blog? Which email subject line generates the most conversions? Which ad campaign has the highest ROI? By using UTM parameters, you can segment your traffic and analyze the performance of your content marketing campaigns.

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Goutham Veerabathini

First Party Data Expert | MarTech | Google Ads | Meta Ads | PPC Marketing
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UTM - The Urchin Tracking Module, one of the boon for all marketers out there. It help to categorise and understand the traffic. Let's say you wanted to know either youtube sends more traffic or LinkedIn sends more traffic or even Meta. Google Analytics will not give you in-depth categorisation but with UTM parameters, you can know which channel contributes to your major chunk of traffic and which campaign is working, and which creative is driving better performance. So, UTM parameters help in both organic and paid attribution. Give specific campaign source, campaign name campaign content medium Maintain a proper synchrony so that you can look at a larger picture easily.

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2 How to set up UTM parameters for your content marketing campaigns?

Setting up UTM parameters for your content marketing campaigns requires a consistent naming convention and the use of a tool to generate and shorten URLs. There are five UTM parameters: utm_source, utm_medium, utm_campaign, utm_term, and utm_content. The first three are mandatory, while the last two are optional. UTM parameters are used to identify the source of traffic (utm_source), such as Facebook or Twitter; the medium of traffic (utm_medium), such as social or email; the name of a campaign (utm_campaign), such as spring_sale; keywords that triggered ads (utm_term); and different versions of content or ads (utm_content). To create and encode URLs with UTM parameters, you can use Google's Campaign URL Builder or Bitly's UTM Builder. These tools will also provide you with a shortened version that you can use in your content marketing campaigns.

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Goutham Veerabathini

First Party Data Expert | MarTech | Google Ads | Meta Ads | PPC Marketing
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As mentioned, Source - Name it like the source of the traffic (where you are going to put this link) - Facebook or LinkedIn or Twitter; example: utm_source=LinkedIn Medium - Paid Or Organic Or Social Or Email; example: utm_medium=social Campaign - Name of the campaign.. to identify the campaign you are running. Example: utm_campaign=combo_offers Next, add utm term and utm content. I use the blog name if I am promoting a blog. For example utm_content=First_Party_Data_Guide and utm_term=BlogPromo There are many free UTM builders out there. Use them to win the game of understanding the traffic!

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3 How to track UTM parameters in your content marketing campaigns?

To track UTM parameters in your content marketing campaigns, you need to use a web analytics tool like Google Analytics or HubSpot. These tools will capture and report on your UTM parameters and show you how your traffic behaves on your website. You can access your UTM data in different reports and dashboards such as Acquisition > All Traffic > Source/Medium, Acquisition > Campaigns > All Campaigns, Behavior > Site Content > Landing Pages, and Conversions > Goals > Overview. Additionally, custom reports and segments can be used to filter and compare your UTM data by different parameters and dimensions. With this data, you can see metrics such as sessions, bounce rate, pages per session, goal completions, goal value, and conversion rate.

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Goutham Veerabathini

First Party Data Expert | MarTech | Google Ads | Meta Ads | PPC Marketing
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Google Analytics gives you an option to check the traffic based on campaign name, source, medium, etc, Navigate to User acquisition under reports and you'll find a small downward arrow beside first user default channel group (the first row of the metrics shown) Click on it and you'll see medium, source, campaign,

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4 How to optimize your content marketing campaigns with UTM data?

To optimize your content marketing campaigns with UTM data, you need to use the insights from your web analytics tool to make data-driven decisions. With UTM data, you can identify the best and worst performing sources, mediums, campaigns, terms, and content of your traffic and adjust your budget and strategy accordingly. Additionally, you can test different variations of your content or ads to measure their impact on your traffic and conversions. Furthermore, you can track the ROI of your content marketing campaigns and calculate the CPA and CLV of your leads and customers. Finally, you can improve the relevance and quality of your content by understanding the intent and behavior of your visitors and tailoring your content to their needs and preferences.

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5 Best practices for using UTM parameters in your content marketing campaigns

Using UTM parameters effectively in your content marketing campaigns requires following certain best practices. Lowercase letters and underscores should be used for UTM values to prevent duplication and confusion. Additionally, descriptive and consistent names should be used for UTM values to make them easier to understand and analyze. Furthermore, only one UTM parameter per URL should be used to avoid overwriting or conflicting data, and UTM parameters should only be used for external links, not internal links, to prevent skewing data and inflating traffic. It is also important to review and update your UTM parameters regularly in order to keep them relevant and accurate. UTM parameters are a great way to measure and optimize your content marketing campaigns. By using them, you can track the source, medium, campaign, term, and content of your traffic as well as understand how they interact with your website and convert into leads and customers. Through following the steps outlined in this article, you can set up and track UTM parameters in your content marketing campaigns as well as improve your content performance and ROI.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you set up and track UTM parameters in your content marketing campaigns?

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1 What are UTM parameters and why use them?

2 How to set up UTM parameters for your content marketing campaigns?

3 How to track UTM parameters in your content marketing campaigns?

4 How to optimize your content marketing campaigns with UTM data?

5 Best practices for using UTM parameters in your content marketing campaigns

6 Here’s what else to consider

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