Why use UTM tags in a marketing campaign?

You may have heard of UTM tags, parameters or codes... But do you know what these words mean? UTM tags, otherwise known as parameters or codes, are small snippets of code that are added to a URL. Their purpose is to provide information about visitors to the site, such as how an individual visitor has ended up on the company's website.

In today's business, tracking and understanding data plays an important role, as much of the marketing and sales take place online. The goal of many marketing campaigns is to direct the customer to the company's website, so different tools are needed as a measure of success, one of which is the UTM tag. Read in this article what information is collected with UTM tags, how they are used and why you should also include UTM tags as part of your company's marketing.

What information is collected with UTM tags?

UTM tags exist five different, which can be used to analyze different things:

• Source that is, the source of traffic tells where visitors have come to the site. For example, it can be a social media channel such as Facebook or Google's search engine.

• Medium refers to the way of entry, that is, how visitors have come to the site. It could have been through a newsletter or some other link, such as a banner or email marketing.

• Campaigns tells you what name through the marketing campaign people have found on the website. The campaign can be called an autumn campaign or a winter sale, for example.

In addition, there are two other tags that can be used to gain deeper insight into the content:

• Contenuto that is, through the content parameter, it is found out through which content or advertisement the visitor has reached the page. You should use the content tag, especially when testing several different advertising texts or content in a social media campaign, for example.
  
  
• Term parameter is used when you want to find out which search term a visitor has used when entering a company's website. That is, for example, in keyword advertising, the tag in question tells you which keyword the visitor has reached the site through.

How to create a UTM tag?

When setting out to create UTM parameters for your site, it is worth using as a help Google Campaign URL Builder. You don't have to worry about how you could create the code that works, the tool builds the right tags based on the information you provide and adds them to the URL in the right format.

When adding information to the Google Campaign URL Builder, the first two items of the tool are mandatory: the URL of the homepage and the source of traffic. After that, you can choose what other points you want to fill in, depending of course on what things with tags you want to find out.

Once the code is generated, UTM tags appear after the original URL, separated by a question mark. Individual parameters such as source, medium, name, term, and content are separated by &-characters.

Why should UTM tags be used on websites?

As already mentioned earlier, UTM tags are able to provide very valuable and important information for your company about the movements and behavior of visitors to the website. They allow you to monitor, among other things, the performance and results of campaigns, get accurate information about conversions and traffic sources. In addition, tags are able to provide you with very detailed information, such as how many visits a particular link brought to your site, where visitors went after roaming, and what time of day your pages were reached through a particular link.

If your time is simply not enough to tinker with tags or analyze visitor tracking, don't worry, we have helpful and professional hands with a quick schedule. Wannado takes care of your company's UTM tags and data tracking easily, flexibly and without commitment.

Contact us and we will take care of tracking marketing campaigns!