How to Use UTM Links in Digital Marketing

Digital marketing is now one of the best means of increasing brand awareness. It’s become so competitive that many companies try to collaborate with digital marketing agencies rather than doing it by themselves.

Digital marketing is a type of marketing that uses the Internet and other online technologies to promote a business.

The most typical examples of digital marketing strategies include: search engine optimization (SEO), pay-per-click advertising (PPC), social media marketing, influencer marketing, and email marketing.

No matter whether you’re using organic or paid strategies, one of the biggest concerns in digital marketing has always been how to measure the performance of the campaigns.

Fortunately, there are many tools for everything out there, and tracking digital marketing campaigns is no exception.

UTM links are the best to do it, and in this article, we’re going to let you know what they are and how they work.

What are UTM links?

Urchin Tracking Module (UTM) is a tool that allows you to closely monitor your web traffic.

UTMs are the codes found at the end of a website link or URL. You’ll be able to track information regarding where your traffic is coming from and which campaign is doing better after these tags are applied to the URL.

Without UTMs, you can just see the referrer (which is the site where the traffic came from). You may be able to see that some of your visitors came from Facebook, but you won’t know from which post, page, link, or ad.

In reality, UTM data helps you to receive more specific information about the sources of visitors to your website.

In the globe, UTMs are the most extensively utilized means of tracking marketing efforts. Almost every analytics package, including Google Analytics, as these.

When utilized correctly, UTMs may be used to correlate sales conversions and money to a single source.

An example of a UTM link

To further understand this notion, it’s helpful to examine an example UTM link.

Here’s an example of a UTM link:

https://serpstat.com/?utm source=facebook&utm medium=social&utm campaign=sale&utm content=try demo&utm term=product

After the root domain, the URL has five separate sections, as you can see (Serpstat in this case). These are known as UTM parameters, and some are mandatory while others are merely optional.

More information about these parts may be found here:

Campaign Source

In a UTM link, this is a mandatory parameter.

It’s also known as the traffic source or the campaign source. This may be anything like Twitter, Google, or an email newsletter.

The site where your material was published—for example, a Facebook or LinkedIn post—is generally the Campaign Source.

Campaign Medium

When it comes to UTM links, Campaign Medium is also an important characteristic. It displays the sort of media, such as a blog post, a tweet, a banner ad, or an email.

You can see whatever ad, article, or email a user clicked on to get to your site.

Campaign Name

The campaign name specifies where your visitors will go, such as the name of a product or a marketing campaign. It helps you to see which of your campaigns and targets your audience is most interested in. As a result, it’s a mandatory parameter in every UTM link.

Campaign Content

Campaign content refers to the content of the marketing medium and is an optional component in UTM URLs.

This might help you track two different adverts that you’re running on the same channel (such as Facebook). This would be quite useful when conducting an A/B test.

Campaign Term

Using the Campaign Term, you may track elements like bought keywords using UTM URLs. When constructing a UTM link, this parameter is useful when utilizing Google Ads and is an optional parameter.

Advantages of UTM links digital marketing campaigns

It’s now time to learn about the advantages of UTM connections. The following are the most significant benefits of employing UTM links in your campaigns:

Return on Investment Calculation (ROI)

The most significant number in every marketing strategy is the return on investment. A metric that measures how well you’ve invested your money is known as “return on investment.”

However, this simple formula may be tricky to calculate. To assess your growth and the cause of your growth, you’ll need to keep track of a few things.

To put it another way, you need to know which link has increased your traffic and revenue.

As a result, you’ll need to gather extensive data on all of your digital efforts in order to determine which ones should be included in your formula.

Set up and track your conversion targets to identify which ones you’re hitting and which ones you’re missing.

Performing A/B tests

UTM links can assist you in locating the optimum version of your content to obtain better results, in addition to tracking multiple channels.

UTM URLs are an excellent approach to carrying out and tracking A/B testing on your social media accounts and website.

When you tweak one aspect of your website or a social media post to see how your audience reacts, you’re doing A/B testing. For example, you might wanna know if your graphic maker’s result is good. To assess and optimize your future efforts, you may utilize anything from your website’s landing page to your hashtags.

UTM codes allow for a lot of A/B testing. Two similar postings can be shared, one with a video and the other with an image.

Then all you have to do is assign each one a campaign UTM code. You’ll immediately see which one has a greater interaction rate.

Increasing the effectiveness of your social media marketing plan

AUTM links can also assist you in determining what sort of material your target audience enjoys in general. This will greatly assist you in improving your social media marketing approach and content strategy.

One of the most typical questions marketers and social media managers have is if their target customers prefer reviews, influencer posts, informative articles, discounts, or promotions. Fortunately, UTM monitoring makes answering this question a breez.

UTM links may also assist you in identifying the best social media sites for your target demographic, as well as the precise groups within each social media network where your material is most engaged.

Influencer marketing’s impact is being tracked

More than 90% of digital marketers have employed influencer marketing in their campaigns at least once. As a result, social media influencers who work with the small, medium, and large businesses make a lot of money.

You must understand the ROI of influencer efforts. The majority of businesses struggle to calculate the return on their influencer marketing initiatives.

UTM links can be in handy in this situation. You may use UTM links to track influencer performance and then target your marketing on the most successful.

How to generate and use UTM links

Another crucial concern that marketers have is how to make them. Here is how:

You may generate UTMs using the Google UTM generator, then copy and paste the URLs into your campaigns.

To get started, first go to the Google Analytics Campaign URL Builder.

Then type in the URL of the website you want to link to, followed by the parameter values you want to monitor.

Scroll down to see the URL for the campaign that was generated automatically.

Click Copy URL or Convert URL to Short Link to utilize a different URL shortener. You can always use Ow.ly to shorten your links in Hootsuite Composer.

Finally, cut and paste your link into your posts.

Conclusion

Using UTM links you can easily track the performance of your digital marketing campaigns and optimize them accordingly. Try to learn it and make the most out of it in order to improve your performance.