One of the most important parts of marketing is being able to know the impact of your campaigns, and therefore to know if that effort has created the expected results.
In this way you can demonstrate that the work you do is worthwhile in terms of investment of time and money and therefore in the future you will know how to better dedicate your resources to the campaigns that work.
To get correct feedback from your marketing campaigns and measure their impact, you must have the right resources. For example, we know that Twitter has a tool to count the specific traffic to your website, but do we know exactly which tweets from your company have caused those visits? Or which articles on your blog have been the most popular and have attracted more customers to your company?
Luckily, there are some special codes, the UTM codes.
What are UTM codes?
These “magic” codes are small pieces of text that we must add to the end of the URL and that will help you follow the success of the content of your webpage.
This inclusion of new text does not affect your page at all because it only serves the web analysis program to know if someone reached you through a specific source or as part of a specific campaign by a general marketing channel.
There are several features that you can control through UTM codes:
- Campaign (all the content of a campaign in the web analysis)
- Ex .: utm_campaign = offer_august2020
- Source (which website is sending you traffic)
- Ex .: utm_source = Twitter
- Medium (the type of marketing medium in which your link stands out)
- Ex .: utm_medium = socialmedia
- Content (used to track different types of content that point to the same URL from the same campaign, source, and media codes)
- Ex .: utm_content = sidebarlink or utm_content = headerlink
- Term (Used to identify the keywords you paid for in a PPC ad, pay per click)
- Ex .: utm_term = ERP + Review + Accounting
One of the great advantages of these codes is that you can combine them.
You can use the basic ones (campaign, source and medium) to follow all your links, or you can use them all together to get specific information about your follow-up activities.
Some possible combinations would be:
- Track the success of specific marketing campaigns
- Find out to what extent your social networks are more effective promoting your content
- Follow the same content across multiple marketing networks
- Find out which internal links are clicked by the most people
Later and no less important would be to use the tool that Google provides us, called Google Analytics, in this way we will be able to know various data that may be of great relevance, such as, for example, monitoring the generated UTM codes, target audience by segments ( geographic, age, interests …) and other factors that will help us make clearer decisions in marketing campaigns.