What is a UTM and how you can use them to strengthen your marketing?

What is a UTM?

Where are you getting the most traffic from? Which one of your social media feeds bring in the most leads? How can you personalise the url’s within your campaigns?

Use a UTM link! UTM stands for “Urchin tracking module.” UTM codes are bits of text you can add to a link that tell Google Analytics (as well as other analytics tools) a little bit more information about each link.  All you need is Google Analytics access and link codes. It really isn’t as tricky as the description may sound. It is simple, yet effective.

So, would you like to be able to personalise your marketing campaigns with unique codes and urls to enable you to track exactly where your clicks and leads are coming from?

The 3 puzzles a UTM Link can answer are:

  1. Where is the traffic coming from?
  2. How is it getting to me?
  3. Why is it coming to me?

This works by using three (or four) elements called “UTM parameters,” which we’ll cover in detail below:

  • Source eg specific name such as Mailchimp or Facebook or website
  • Medium eg social media or newsletter
  • Content (optional) eg the contents/theme
  • Campaign eg article otitle or event/exhibition name

For example, if I had written an article that I uploaded to my website and then submitted to a marketing magazine about the importance of planning, a typical UTM that would be bespoke to all of this may look like:

https://www.pinpointmarketingconsultancy.co.uk/planningarticle?utm_source=marketingmagazine&utm_medium=email&utm_campaign=Pinpointcampaign

Easy to set up and measurable. Ask Pinpoint how to set up UTM’s and how to use them.

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