Keep reading till the end to find out more information on the same!

About Utm Parameters

The full form of UTM is Urchin Tracking Module which is a term popularly used by the one that effectively came before Google Analytics. The UTM parameters are very short pieces of text that get added to the links. The parameters are known to relay information about the placement, content, and purpose of the link. All these are going to make getting traffic and clicks from particular social media posts easy. 

Tip: If you missed out on my answer on “What campaign parameter is not available by default in Google Analytics”, then you can go back and give it a read!

Prevalent UTM Tags

The parameters that I am about to discuss are the most crucial tags that are used in Google Analytics. Here is a list of the most prevalent UTM tags that you can apply to your URLs:

1. Campaign Source

The Campaign Source parameter actively tracks the sources of traffic like search engines, social media platforms, blogs, etc. The UTM Code for this is “utm_source”. 

2. Campaign Term

You can use this UTM tag for tracking the key phrases or search keywords. This parameter is also very commonly used for paid search ads. The UTM code for this is “utm_term”. 

3. Campaign Content

This particular campaign tag is to be used when you have lots of links that point towards the same URL, like running various creatives right within the same ad set. You can also make use of this parameter for testing different social media posts or ads. The UTM code for this is utm_content. 

4. Campaign Name

The campaign name parameter tracks the campaign with which the link gets associated. The name of the campaign could be an advertising campaign name, product name, influencer’s username, or contest name. The UTM code for this campaign is “utm_campaign”. 

5. Campaign Medium

This parameter actively tracks the type of channel where the link gets placed like paid social, organic social, email, and cost-per-click ads. The UTM code for this campaign is utm_medium. 

Why Are UTM Parameters Important?

Here is a list of reasons why the UTM parameters are considered to be important:

1. Perfect Attribution

By making use of the UTM parameters, you are going to be able to give very accurate credit to the traffic sources about your website. This information is very valuable as it helps in determining the channels or platforms that bring the most growth to your business. 

For instance, you are going to be able to compare whether more visitors are coming from Google ads, social media ads, or the posts on social media that you are making. 

2. Segmentation Of The Audience

The UTM parameters are going to allow you to segment the visitors of a website based on different traffic sources. This form of segmentation is also going to help you understand the content or links that relate to each of the sources. You are also going to be able to customize your content for each of the platform’s audiences – all based on insights. 

3. Data-Led Decision Making

The parameters also provide very precise and objective-driven data which is going to aid you in improving the strategy for social media. You are also going to be able to figure out campaigns that are underperforming and make budget allocations by adjusting these things more effectively. 

4. Calculation Of ROI

After figuring out the exact conversions and traffic, you are going to be able to calculate the exact ROI of your proposed social media marketing strategy. For instance, you will be able to group by the parameter “utm_source” and then see the platforms that drive the greatest volumes of traffic. 

Tip: utm_adroup is the answer to the question – “What campaign parameter is not available by default in Google Analytics”. 

5. Measuring Of The Performance Of Campaigns

The UTM parameters are also known to measure the performance of social marketing campaigns across various channels. Right within the analytics tools, you are going to be able to analyze these metrics – bounce rate, total number of goal conversions, etc. This kind of analysis is going to help you understand how exactly your campaign has performed across all of the different platforms. 

Other Helpful Tools Of Google Analytics

Here is a list of some of the most useful tools of Google Analytics:

1. Real-Time Reporting

This tool enables an organization to monitor the activity of a website – and that too in real time. This provides information about how the users are reacting to a particular webpage, the location of the user, the amount of time they spend on a page, etc. 

2. Google Tag Assistant

This is a form of debugging tool. It is essentially a Chrome extension that is used for checking the award conversion tracking, Google Analytics, and Google’s tag manager. This assistant is very easy to use and shows all the tags that are present on the webpage – where you might be visiting.

3. Events

This is also a very crucial tool that records all the user activity that takes place on a webpage in real time. It also additionally records all of the user’s information and helps in analyzing the speed of the website. 

To Wrap It Up!

That was all for information regarding what campaign parameter is not available by default in Google Analytics and other related things. Thank you for reading up till here. I hope you found the information useful.

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