In 2005, Google acquired Urchin Software Corporation and rebranded to what we now know as Google Analytics (GA). ![]() Often called UTM codes, tracking or tags - UTM stands for Urchin Tracking Module. Here’s a brief description of what UTM parameters are and how you can gain immediate value from them: What are UTM Parameters? But, after understanding the benefits and best practices, it began to feel like a natural addition to my content checklist. ![]() So, why aren’t marketers leveraging UTM tracking every chance they get? If their experience is anything like mine, it can feel time-consuming and tedious to add UTM parameters to every link you’d like to track. Marketers can measure attribution, A/B test content and optimize spend with UTM parameters by seeing who is engaging with your brand and from where. When setup correctly, UTM parameters allow marketers to see whether a visitor came from a particular Facebook post, article, ad campaign, email and more. UTM tracking delivers an unparalleled level of accuracy when identifying where your traffic is coming from. The good news is that there are incredibly underutilized tools at our disposal today to help optimize marketing campaigns and efficiently manage spend. ![]() “Half the money I spend on advertising is wasted the trouble is, I don’t know which half.” But, the truth is that many companies today still do not actively report and measure on the essential metrics that can fuel their marketing campaigns. We might think in this age of data accessibility, with granular-level analytics available on every dollar spent, that this phrase is rarely uttered in the workplace. Most marketers are familiar with the famous quote by John Wanamaker, “half the money I spend on advertising is wasted the trouble is, I don’t know which half!”
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