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How to Set Up a UTM Tag in Your Marketing Campaign

Vlad Niculescu
Vlad Niculescu

CEO @ Flowpoint

11 February 2024

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How to Set Up a UTM Tag in Your Marketing Campaign

When it comes to online marketing, gaining valuable insights into your target audience and their behavior is a must. One key tool that marketers use for tracking user behavior and the effectiveness of marketing campaigns are UTM tags. In this article, we'll walk you through how to set up a UTM tag in your marketing campaign and how they can help you derive crucial data to optimize your marketing efforts.

What is a UTM Tag?

A UTM (Urchin Tracking Module) tag is a simple code that you append to a URL that helps you track the performance of your marketing campaigns across various channels. UTM tags are easily recognized by web analytics tools like Google Analytics, which then report on the specific source, medium, and campaign name assigned to the particular UTM tag.

Components of a UTM Tag

There are five components (parameters) that you can use when building a UTM tag, although using all five is not mandatory:

  1. Source (utm_source): Identifies which website or platform the traffic is coming from. E.g., "facebook" or "newsletter".
  2. Medium (utm_medium): Indicates the marketing medium, such as "email", "cpc", or "social".
  3. Campaign (utm_campaign): Specifies the name of the campaign, such as "holiday_sale" or "product_launch".
  4. Term (utm_term): Captures the specific keywords for paid search campaigns (optional).
  5. Content (utm_content): Differentiates between similar content or links within the same ad (optional).

How to Set Up a UTM Tag in Your Campaign

Now that you have an understanding of what UTM tags are and their components, let's dive into setting one up in a marketing campaign:

  1. Choose the URL you'd like to track: First, identify the page URL you want to direct your audience to, whether that's a landing page, blog post, or product page.

  2. Determine the UTM parameters: Decide which of the UTM parameters are relevant to your campaign, based on the components mentioned earlier.

  3. Build your UTM-tagged URL: Construct a URL with the UTM parameters. An example: http://www.example.com?utm_source=facebook&utm_medium=cpc&utm_campaign=holiday_sale

  4. Use a URL builder: To ensure accuracy and ease, use a UTM builder like Google's Campaign URL Builder. This tool allows you to input the parameters and generates a UTM-tagged URL for you.

  5. Implement the tagged URL in your campaign: Use the generated URL in the campaign you're running, whether it's an email, social media post, or paid ad.

  6. Track and analyze the results: With the UTM tag in place, you'll be able to use your web analytics tool to measure the performance of your campaign, identify which channels are driving the most traffic, and gather other valuable campaign insights.

Real-World Examples and Best Practices

To understand how UTM tracking works in real-world scenarios, consider these examples:

  1. Email campaign: You're sending out an email for a summer sale. For the links in the email, you could use a UTM-tagged URL like http://www.example.com/summer-sale?utm_source=newsletter&utm_medium=email&utm_campaign=summer_sale

  2. Social media post: Sharing a blog post about a new product on Facebook. In this case, your UTM-tagged URL might look like http://www.example.com/new-product-blog?utm_source=facebook&utm_medium=social&utm_campaign=new_product

Remember to keep your tags consistent, lowercase, and use hyphens instead of spaces to make them more readable. The more consistent your UTM tags are, the more accurate the data you'll gather.

Finally, it's essential to understand that UTM tags alone might not provide a complete understanding of user behavior. Tools like Flowpoint.ai offer a comprehensive approach, using AI to understand website user behavior and provide AI-generated recommendations to boost conversion rates. Flowpoint's core features, such as funnel analytics, behavior analytics, and session tracking, can complement UTM data and enhance your marketing strategy.

By following this guide on setting up UTM tags, you will be well on your way to gathering crucial campaign data that can help you optimize your marketing efforts and achieve better results.


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