How to create UTM tags correctly and effectively track traffic sources on a website.
Do you want to precisely track the effectiveness of digital advertising and receive data for each channel separately? If yes, it's time to learn about UTM tags.
How to create UTM tags correctly and effectively track traffic sources on a website.
Do you want to precisely track the effectiveness of digital advertising and receive data for each channel separately? If yes, it's time to learn about UTM tags.
Thanks to UTM parameters, you'll be able to track how targeted advertising or traffic acquisition from influencers is performing more effectively. Therefore, it's essential to know how to create and use UTM tags and learn how to track all the information.
WHAT ARE UTM TAGS?
These are tags added to the end of a URL. They are recorded by web analytics systems, such as Google Analytics, to track user behavior after clicking on a link.
Example of displaying UTM tags at the end of a URL:
Example of displaying UTM tags at the end of a URL:
Each element in the tag conveys specific information to analytics. There is one drawback - if a user clicks on a link through Facebook and then decides to visit the site directly again, the UTM link from Facebook Ads will remain in their browser. In analytics, we will see a transition from advertising. Achieving maximum data accuracy is practically impossible.
HOW TO CREATE A UTM TAG
This can be done on any website with a tag generator. Here's an example in Tilda:
We have three main parameters:
Source:
Here, we specify where the traffic will come from – advertising systems, blogger names, the name of the media, or even a QR code that will be placed in outdoor advertising.
Traffic Type:
We indicate CPC if we pay per click on the link. We can specify CPA if payment is made for a conversion.
Campaign Name:
We denote the name of the advertising campaign. If we are using advertising systems like Google Ads or Yandex Direct, campaign data is automatically transmitted there, and in the tags, {network} is written.
Two secondary parameters:
Ad Identifier:
The advertising system will automatically populate data about the ad from which the conversion occurred.
Keyword:
In the case of search advertising, analytics will capture data on which keywords the traffic is coming from.
Source:
Here, we specify where the traffic will come from – advertising systems, blogger names, the name of the media, or even a QR code that will be placed in outdoor advertising.
Traffic Type:
We indicate CPC if we pay per click on the link. We can specify CPA if payment is made for a conversion.
Campaign Name:
We denote the name of the advertising campaign. If we are using advertising systems like Google Ads or Yandex Direct, campaign data is automatically transmitted there, and in the tags, {network} is written.
Two secondary parameters:
Ad Identifier:
The advertising system will automatically populate data about the ad from which the conversion occurred.
Keyword:
In the case of search advertising, analytics will capture data on which keywords the traffic is coming from.
RECOMMENDATIONS FOR CREATING UTM TAGS
Unified Rule for Using UTM Tags
Always apply tags following a unified standard. I often encounter situations where there is no system for handling different traffic channels. In Google Analytics, there are numerous traffic sources that could denote the same types of campaigns.
For example, you can label social media posts as utm_source=facebook utm_campaign=post_(brief post description). For targeted ads, you could use utm_source=facebookads utm_medium=cpc, utm_campaign=(creative name or audience).
Example tag for Facebook Ads:
utm_source=facebookads&utm_medium=cpc&utm_campaign=video_creative_webinar_with_speaker
If you work in a team where everyone is involved in traffic acquisition, create a unified document outlining tag creation rules. It's also helpful to keep all generated UTM tags in a single Google spreadsheet.
Always Verify Your Tags
In one out of 100 cases, specialists may forget to include some detail or enter the website URL with an error. However, even such minor errors can lead to inaccuracies in crucial data. I always create tags using generators (like Tilda or Elama).
UTM tags should not contain spaces, and characters should be exclusively Latin.
Shorten Links
If you are posting in services, on social media, or with bloggers and have no way to hide the tag within the hyperlink, consider using a link shortener. Sometimes, a long link spanning three lines can disrupt the visual appeal of a post.
Just remember to check the performance of link shortening services.
Always apply tags following a unified standard. I often encounter situations where there is no system for handling different traffic channels. In Google Analytics, there are numerous traffic sources that could denote the same types of campaigns.
For example, you can label social media posts as utm_source=facebook utm_campaign=post_(brief post description). For targeted ads, you could use utm_source=facebookads utm_medium=cpc, utm_campaign=(creative name or audience).
Example tag for Facebook Ads:
utm_source=facebookads&utm_medium=cpc&utm_campaign=video_creative_webinar_with_speaker
If you work in a team where everyone is involved in traffic acquisition, create a unified document outlining tag creation rules. It's also helpful to keep all generated UTM tags in a single Google spreadsheet.
Always Verify Your Tags
In one out of 100 cases, specialists may forget to include some detail or enter the website URL with an error. However, even such minor errors can lead to inaccuracies in crucial data. I always create tags using generators (like Tilda or Elama).
UTM tags should not contain spaces, and characters should be exclusively Latin.
Shorten Links
If you are posting in services, on social media, or with bloggers and have no way to hide the tag within the hyperlink, consider using a link shortener. Sometimes, a long link spanning three lines can disrupt the visual appeal of a post.
Just remember to check the performance of link shortening services.
WHERE CAN UTM TAGS BE USED?
Social Media (targeted advertising, in feed posts, or with bloggers).
Contextual Advertising (search, display, programmatic).
Media Placements.
In Offline Advertising (via QR codes).
With Bloggers on Various Platforms.
In Email Campaigns.
Contextual Advertising (search, display, programmatic).
Media Placements.
In Offline Advertising (via QR codes).
With Bloggers on Various Platforms.
In Email Campaigns.
WHERE TO VIEW REPORTS ON TRAFFIC VIA UTM TAGS
In Yandex.Metrica, you can find reports on traffic via UTM tags under the "Traffic Sources" section > "UTM tags.
In Google Analytics, you can find reports on traffic via UTM tags under the "Reports" section > "Traffic Sources" > "Acquisition" > "Source/Medium.
CONCLUSION
To launch a contextual or targeted advertising campaign, you need to complete a series of tasks, including collecting keywords, preparing images and texts, configuring targeting, and more. One of the crucial components in this process is UTM tags. It's essential to approach the process thoroughly.
Order a consultation on web analytics, contextual, or targeted advertising.
Order a consultation on web analytics, contextual, or targeted advertising.