Digital Reach
By Digital Reach | SEM | October 24, 2016

UTM Tagging At Its Best

Pay-Per-Click is requires a lot of attention to detail. Knowing what actually works is paramount in a successful campaign. UTM tagging should be used as often as possible when setting up your ads to landing pages. But, before we get to using UTM tags, let’s talk a little about what they are.

What Is UTM Tagging?

UTM stands for Urchin Tracking Module.  Urchin was a company that Google acquired in the past and integrated some of the better ideas they had into their own system. UTM tagging allows you to track how and when a landing page is accessed.  This can be done at the platform, campaign, ad group or even keyword level.

How To Get Started

There are various tools out there to help you build your URLs that will have all the UTM Tagging code in it for you.  Google has their own readily and easily accessible tool to get you started.

As you start to enter information, it will fill in the URL that you will want to have linked to your ads.

What your perspective client sees is just the standard-style www.digitalreachagency.com, so no fear that they will be confused by all of the coding following your web address.  If you want to understand the UTM Parameters more, you can read Nick Rennard’s blog here.

Google Analytics

All of this UTM Tagging shows up in Google Analytics for you. You can see what platforms have brought you the biggest results and, as any PPC technician knows, you can decrease spend where ads don’t work and increase spend where they do.

This can be broken down even further to see the ad groups that have done well and even further to the specific keywords. Seeing what promotions work provides even more data to make your next promotion successful.

Tracking your UTM Tags

Let’s say you wanted to track your UTM Tagging for future reference. You can use any spreadsheet format that will not only track it for you, but can also build it as well.  That way you never lose your historic information and if you have someone you want to hand it off to, they can almost immediately pick it up. By maintaining a spreadsheet format, you can see what platforms you’ve tried. It might take a little bit of getting used to that you can understand the terminology, but once understood, UTM tagging is mastered fairly quickly.

What’s It All Mean?

Let’s say you are promoting a specific item on different areas on your website; it’s incredibly helpful to know if more people visited your side having seen your add on Facebook vs Google.  If more people responded by using Facebook, you would certainly spend more of your valuable advertising budget there. Without UTM Tagging, you would never know where these people saw you.  It’s like having someone call you and you ask “oh, how’d you hear about us?”  Inevitably the answer is “on the internet.”

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