How to use UTM parameters in GA Understanding the Need for UTM’s

UTM CODES IN GOOGLE ANALYTICS WE WILL COVER: What are UTM Codes/Parameters? A working example of how they work Tracking the codes in Google Analytics How to build UTM codes Tags added to the end of a URL If you’ve ever been to a website, looked into the address bar, and noticed the URL was a mile long, it’s probably because it was using UTM parameter tags… What this allows you to do: When a user clicks on a link that contains the UTM parameter – all of the tags are sent back to Google Analytics for tracking.

WHAT ARE UTM CODES? WHAT ARE UTM CODES? Little pieces of codes that are added to the end of a URL that help Google Analytics better organize traffic to that website. When a user clicks on a link that contains the UTM parameter – all of the tags are sent back to Google Analytics for tracking. UTM codes enable Google Analytics to provide better accuracy of traffic sources. Allows you to easily group in the form of campaigns. Helps you to provide accurate reports to your clients that highlight the most successful marketing efforts of each campaign. UTM: Urchin Tracking Module Urchin Software Corporation was bought out by Google in 2005 that served as the groundwork for Google Analytics.

NOT USING UTM CODES NOT USING UTM CODES Both links appear to be identical. The first link does NOT contain a UTM code. The 2nd link has a UTM code attached to the link. I created a UTM code for a campaign called UTM Training to help illustrate the need for UTM codes. This first example is to show you what a link from the inside of an email marketing campaign looks like when you do NOT use UTM codes.

USING UTM CODES NOT USING UTM CODES Google Analytics > Real-Time > Traffic Sources GA tags this traffic source as direct traffic and assigns it a medium of none. This is known as “Bad Traffic” and is also often the cause of your analytics reports missing valuable data. *This is called bad traffic because we cannot see the true source and medium of where this source really came from.

USING UTM CODES USING UTM CODES Again, both links appear to be identical. The first link does NOT contain a UTM code. The 2nd link has a UTM code attached to the link. Let’s click on the 2nd link that contains a UTM code. I created a UTM code for a campaign called UTM Training to help illustrate the need for UTM codes. This first example is to show you what a link from the inside of an email marketing campaign looks like when you do NOT use UTM codes.

USING UTM CODES USING UTM CODES Google Analytics > Real-Time > Traffic Sources Using a UTM code tags this session as a Campaign A source of Gmail and medium of Email. Now I can show my clients a more accurate holistic view on how any campaign performed. *This is called bad traffic because we cannot see the true source and medium of where this source really came from.

USING UTM CODES USING UTM CODES Google Analytics > Acquisition > Campaigns > All Campaigns All of your UTM codes that are given the same campaign name are grouped together by Google Analytics. To see each traffic source and medium for that campaign, click on the campaign name in

USING UTM CODES USING UTM CODES I created a 2nd UTM code using the same “UTM Training” campaign name Now I can see how each medium is performing for that particular campaign. In this example, Facebook / Social Media is performing better than my email marketing campaign. This helps me decide where my client should invest their money in future campaigns. Reminder: Sessions are NOT Clicks! A single user can click on any link hundreds of times in a 30-minute period, and it will only count as a single session. If I didn’t use utm codes, there wouldn’t have been a way for me to combine these mediums into a single campaign in Google Analytics AND I would have to explain to the client that we can’t see some of the traffic because most of it is considered dead traffic.

HOW TO BUILD A UTM CODE UTM CODE BUILDER http://compulse.com/utm-code-builder Add client website URL. Choose a Source from the drop-down menu. Choose a Medium from the drop-down menu. Add a Campaign Name – If you build multiple UTMs per a single campaign make sure the name is spelled EXACTLY the same! Click generate URL: Copy new URL and save it to a spreadsheet. * I find it best to write out your Campaign names and client landing pages first in a spreadsheet for best accuracy and consistency.

DEFINITIONS UTM CODE DEFINITIONS Client Website: URL to client website/landing page Ex: http://clientsite.com/landingpage Campaign Name: Groups all of the content from one campaign in analytic. Ex: utm_campaign=Labor Day 2017 Sale Source: Originator of your traffic Ex: utm_source=Compulse Medium: Type of marketing medium Ex: utm_medium=Email

Requirements Moving Forward

REQUIRED UTM CODES ARE REQUIRED FOR EMAIL MARKETING, DRIVEAUTO, INTERNAL YOUTUBE & SOCIAL MEDIA CAMPAIGNS. * I find it best to write out your Campaign names and client landing pages first in a spreadsheet for best accuracy and consistency. Using UTM codes with other outreach tactics, including Adwords campaigns, are highly recommended. Stations responsible for creating and ensuring UTM code are correct with our internal UTM Code Builder. DSM’s: Please make sure that DSA’s are trained with our UTM Code Builder, as many digital sales assistants are the ones who place tickets with the cloud/Infinity. UTM Code Requirements will be enforced August 1st. DSM’s – please ensure that everyone involved within your station (AE’s, DSA’s) are aware of the requirements. After August 1st: Internal Compulse teams will “send back” or “flag” any campaigns that do not have the required UTM codes.

Questions?