Basic tips for tracking

Let's say, we're launching a campaign named Summer Swimwear Promo 2020.
The campaign will run on Facebook, in Google Search Ads and in a newsletter.
Your links would look like this:

Promotion on Facebook:

  • Campaign source facebook (required)
  • Campaign medium social (required)
  • Campaign name: Summer Swimwear Promo 2020 (required)
  • Campaign term usually not used here
  • Campaign content (optional) you may use to identify specific ad that was clicked, e.g. "dark_logo_version", "with_large_discount_sign"...etc

Promotion in Google Ads:

  • Campaign source google (required)
  • Campaign medium cpc (required)
  • Campaign name: Summer Swimwear Promo 2020 (required)
  • Campaign term: (optional) depends on your targeting; if you target a keyword "men's triathlon swimsuit", you will use that keyword as the campaign term
  • Campaign content usually not used here

Promotion via a newsletter:

  • Campaign source newsletter (required)
  • Campaign medium email (required)
  • Campaign name: Summer Swimwear Promo 2020 (required)
  • Campaign term usually not used here
  • Campaign content (optional) you may use a cta button's name to identify, which one was clicked

Here's how UTM Parameters work

1. Build your URL

1st step: Build your URL

Use a UTM Tag Builder tool to add utm_* parameters to your campaign links.

2. Launch the campaign

3rd step: Drive results

Launch your campaign and wait till the users will discover your ads, click it and arrive at your site.

3. Check out Google Analytics

2nd step: Take a look at your data

Visitor clicks your link and arrive at your site. Now Google Analytics Tracking Code reads current browser's URL, it will grab UTM parameters and send information into your Google Account.

Frequently Asked Questions About Campaign UTM Parameters

What is a UTM Tracking Code?

UTM codes are snippets of text added to the end of a URL to help you track where website traffic comes from if users click a link to this URL.

Marketers can customize this text to match the webpage this URL is linked on, allowing them to attribute the success of that campaign to specific pieces of content.

If you're promoting a campaign on social media, for example, you'll know how much traffic came from social media. Building a UTM code can tell you how much of that traffic came from Facebook, or even from a particular post on Facebook.

Should I use cpc or social as campaign medium when sharing on Facebook, Twitter, Instagram...?
Basically, as long as you or your agency understands it, you can put anything there.

BUT, there is a big but.
If you would like to do it as Google Analytics recommends to do it, you should put everything coming from social media (facebook, twitter, reddit, instagram, linkedin, vkontakte...) as social, because cpc is automatically assigned a Paid search when using Default Channel Groupping.
» here you can find more information.
Why to use UTM Tracking Code?
You want to use UTM Tracking codes to measure success (or failure :) ) of your marketing campaigns.
For example by implementing UTM parameters you might be able to track which ad placement worked the best for your campaign, which source brings the most ROI and so on.
Do I need a programmer to add the UTM tracking code to my links?
No programmer needed :)
Even though this looks a bit complicated because you work with "code", what really happens is that you paste your URL in a tool, for example UTM Tag Builder above, fill in campaign information and the tool automatically generates the final URL (taking care of converting all of the special characters into url-safe form for example).
Can I use UTM Tags in a creative way? :)
Sure you can! » Watch a case study on YouTube! Generating thousand of leads for an analytics tool by harnessing the power of UTM tags and precisely targeting your audience.
How to create UTM codes in Google Analytics?
This is a tricky question 😉 .
You are actually not creating anything directly in Google Analytics. How this whole process works is quite interesting, it is as follows:
  1. You build your campaign URL with a URL builder tool (like the one above).
  2. You share your link (for example by sending a newsletter, paying an ad...).
  3. Now, your customers, users or visitors start clicking the link.
  4. After your customers, users or visitors arrive at your web page, Google Analytics automatically looks at the URL and if it sees there UTM Parameters, it will automatically "grab" them, and send them to your Google Analytics reports.
Easy peasy lemon squeezy! ;)
What are all UTM parameters that exists?
They are 5 UTM Parameters to be used in your campaigns: utm_source, utm_medium, utm_campaign, utm_term, utm_content,

Are there going to be some feature updates to UTM Tag Builder?
Yes. We are developing a premium account option with performance reports PDF and Excel exports (it includes e-commerce, website traffic, google ads, facebook ads...etc).

We are also developing a UTM tags organisation platform - it will be also premium only, but you will be able to use it free until you reach a limit of links managed.
Does UTM Tag Builder processes my data? (cookies...)
Yes. As every website on the internet, also UTMTagBuilder uses cookies in your browser to make usage of this website easier for you. For example, we provide with link shortening option, and it requires cookies to work. You can more information in our data policies: Privacy Policy.

What's the best way to create UTM parameters for Google AdWords?
Set it up as follows:
  • utm_source: google
  • utm_medium: cpc
  • utm_campaign: (come up with a name of your campaign and put it here - you can use diacritics and spaces here, it will show up in google analytics just fine)
  • utm_term: you put here a keyword that the ad is targeted to, for example running+shoes
  • utm_content: it is optional. Use it for example, if you're A/B testing two ads, so as you can differentiate them, for example red_logo, small_logo...etc.
What's the best way to create UTM parameters for Facebook Ads?
Set it up as follows:
  • utm_source: facebook
  • utm_medium: cpc
  • utm_campaign: {{}} — this is a so called "Facebook Dynamic URL Parameter »". What it does is, when the user clicks the link on Facebook (in a feed for example), Facebook will automatically replace this placeholder {{}} with the respective campaign name from Ads Manager.
    Clever, right? 😎
  • utm_term: the utm_term should be used solely for paid keywords from Google AdWords. So nothing needed here.
  • utm_content: This is also optional parameter and you needn't to fill it it.
    However! You can harness the power of "Facebook Dynamic URL Parameters »" and you can trach, exactly, which ad, adset or placement was clicked. Use one of the following dynamic placeholders, that suite you better:
    • {{}}: will automatically replace for an ID of the ad from the Ads Manager
    • {{}}: will automatically replace for a name of the ad from the Ads Manager
    • {{}}: will automatically replace for an ID of the adset from the Ads Manager
    • {{}}: will automatically replace for a name of the adset from the Ads Manager
    • {{placement}}: will automatically replace for a placement clicked, when user seen your ad, for example, you will see in your Google Analytics reports: Desktop_Feed, Instagram_Story...etc
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