#GOOGLE UTM HOW TO#

Or in the case of an email or app information about each. Indicates the online placement of the ad - ideally a reference to the website the user was on when they clicked. Used as a name for the overall campaign - a good descriptive name and a date indicator - such as awareness-fall-2018 offer-spring-2019 This provides insights and understanding of visitor and donor behavior that will drive continued improvement of all marketing efforts. These parameters are a set values that can be tagged to each ad, when a user clicks on the ad Google Analytics automatically process the parameters so they are available in the Acquisition reports and other built in reports. Providing this useful information to Google Analytics is done using the 'UTM' parameters. It is these types of insights and more that show the benefit of understanding how people respond to campaigns and ads. For example, the following chart compares different ads from a single campaign - we can see the 4th and 5th add are generating much more revenue per user:

Here is an example Campaign report:Īnd from the Campaign report we can dive into more detail about the 'Content' of the ad - the Ad Content field (as we will describe further) is a way to tell the difference between ads and their relative performance. In Google Analytics we can answer these questions using the built in Reports - such as the Campaign reports, creating our own custom reports and dashboards.

What channel attracts new visitors? Drives user engagement? Leads to clients?.

What time of day worked best (or worst)?.

What ad performed best? What size, call to action, image variant.

How did our campaign perform? By new users, by conversions, by conversion rate.? Compared to prior campaigns?.

#GOOGLE UTM HOW TO#

The UTM tracking capability in Google Analytics is a great way to understand your website traffic and marketing effectiveness – the built in reports provide a great way to answer the questions that are typical for learning how a campaign performed and learn how to improve future campaigns. Would love to hear your comments about tips and tricks you have used with using UTM parameters with your marketing. We wanted to make a more general version that can help everyone. This is a guide we have customized and shared with many of our clients.

Google utm