Using UTM Tags to Enhance Digital Marketing Strategies, from ClickZ.
Don’t use UTM tagging already? Here is a look at what UTM tags are, how brands could use them, and why they should incorporate UTM to maximize digital marketing strategies.
Urchin Tracking Module (UTM) tagging is an incredibly undervalued tool. Despite it being immensely powerful, simple to implement, and resource-efficient to operate, it surprises me how few marketers use it – especially as businesses demand more data and better insights from their marketing team.
What Are UTM Tags?
UTM tags are pieces of code you attach to the end of a URL to provide richer information about where that traffic is coming from. When clicked, these variables send signals to Google Analytics allowing you to better understand how your digital marketing strategy is performing.
For example, this URL – www.brand.com – becomes this URL with three pieces of additional data attached to it through UTM tags: www.brand.com/utm_source=clickz&utm_medium=banner&utm_campaign=launch
Google Analytics will now record any user who visits the site through the above URL that come from ClickZ after clicking on a banner ad as part of the launch campaign.