UTM Tracking Standardization

UTM Tracking Standardization

Vadim T

Analytics & Dashboarding Consultant

5 days
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In order to make your reporting easier, you'll want to be sure to standardize all uses of the utm variables. UTM variables allow you to measure the success of any marketing campaign that drives visitors to your website. They rely on adding specific parameters to links to that drive to your website. For example, you wouldn't want utm_medium=paid-ads for one campaign, and utm_medium=paid-media for another campaign. In GA's medium report, those would be reported as separate line items, which would force you to manually add the numbers every time you wanted to use them. There's no official standard, but after years of doing this for companies from startups to Fortune 500, noBSdigital has its own processes of ensuring accuracy. Ask me for a short guide I have put together for my clients. There are a slew of benefits when using standardized tracking across all your external digital assets: > Gain visibility relative to how well your campaign is resonating with your intended targets > Identify potential gaps or success opportunities that could help you eliminate bottlenecks > Save on budget – by seeing right away that a paid promotional channel is not delivering, you can re-allocate your resources to a better performing venue > Become smarter about finding the right channel for your audiences, make changes as you go for better overall ROI


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