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How to Obtain More Accurate Traffic Source Data? Leveraging UTM for a Comprehensive Online Marketing Strategy
2023 / 07 / 19
When using Google Analytics, some businesses might discover that certain traffic sources cannot be categorized or analyzed effectively. For instance, when a website is promoted via Facebook community management, Google Analytics can only show the total traffic originating from Facebook but cannot identify which specific post performed better.
This demonstrates that relying solely on Google Analytics is insufficient for determining the exact methods that attracted users, thereby hindering the development of a complete and targeted online marketing strategy. So, how can we obtain more precise traffic source data? This is where we need to utilize "UTM" for traffic source analysis to formulate a more comprehensive online marketing strategy.
▌ What is UTM?
UTM (Urchin Tracking Module) parameters are codes defined by advertisers and appended to URLs within Google Analytics. They facilitate defining different traffic sources and understanding various visitor behaviors, such as Bounce Rate and Session Duration, thereby enabling more accurate evaluation of website performance. For example:
● When promoting a website simultaneously on social media platforms like Facebook and Instagram, use UTM to analyze follower engagement from each channel.
● When collaborating with different KOLs, employ distinct URL UTMs to identify which influencer delivers the best sales or promotion results.
● When sending bulk notifications to customers via Email, WhatsApp, or MSN, use UTM to determine which channel has the highest click-through rate.
● For websites with numerous backlinks, utilize UTM to manage and identify which specific backlink referred users.
In summary, UTM primarily offers the following three key benefits:
UTM helps identify the sources of target customers, allowing businesses to review which channels and content resonate more effectively with their target audience and understand their preferences and needs.
UTM data analysis pinpoints which marketing tools or campaigns require improvement or should be discontinued, enabling the development of more targeted marketing plans. This reduces unnecessary marketing expenses while enhancing brand promotion effectiveness.
Leveraging UTM to understand visitor browsing behavior and target customer sources assists businesses in identifying high-return channels and gathering more potential leads, preparing the ground for future remarketing efforts.
▌ How to Quickly Generate UTM-Parameterized URLs for Your Website?
Use Campaign URL Builder (Web Version)
Businesses simply need to fill in the required information step-by-step. After generating the URL, copy it into the target link to complete the UTM configuration. If the URL needs to be shared on platforms like Facebook and its length is cumbersome, click the "Convert URL to Short Link" button to generate a shortened URL directly.
3 Key Details to Note When Setting Up UTM
Although UTM setup is straightforward—requiring only the input of relevant parameter content—several minor details are crucial to avoid potential misjudgment in subsequent traffic analysis:
Use Lowercase Letters
While UTM parameter values can be custom-named, using Chinese characters might result in unreadable garbled code. Therefore, it is recommended to primarily use "lowercase English." For Google Analytics, uppercase and lowercase letters are treated as entirely different values, which could later cause reporting data confusion and complicate identification.
Avoid Spaces and Special Characters
Spaces in URLs can render them invalid, and the same principle applies to UTM URLs. If word separation is necessary, it is advisable to use underscores "_". Furthermore, avoid using special characters such as "?" and "&", as they have specific meanings and functions within UTM parameters. Adding other special characters might cause the UTM URL to become invalid.
Keep It Simple
The function of UTM is to assist in analyzing traffic sources that are difficult to discern within Google Analytics. Therefore, if certain URL data sources are already clearly identifiable within Google Analytics, avoid adding extra UTM parameters unnecessarily. Additionally, source and medium names should be kept simple to facilitate quick and accurate data analysis and judgment later on.
【Finally】
When formulating marketing strategies, observing and analyzing data helps clarify issues and determine direction. However, in practice, we often encounter situations where insufficient data impairs judgment. Therefore, proficiently using various tools, such as UTM, enables us to grasp data from different channels more accurately, thereby developing more precise and feasible marketing strategies!
Arachne Group Limited provides one-stop digital business solutions, including website design, online promotion, website management & hosting, system development, and other value-added services, comprehensively addressing clients' business needs. Feel free to contact us anytime. Arachne Group Limited is your ideal partner for expanding online business opportunities.
Contact Us
Tel: 852-3749 9734
Email: info@hkweb.com.hk
Website: https://hkweb.com.hk
This demonstrates that relying solely on Google Analytics is insufficient for determining the exact methods that attracted users, thereby hindering the development of a complete and targeted online marketing strategy. So, how can we obtain more precise traffic source data? This is where we need to utilize "UTM" for traffic source analysis to formulate a more comprehensive online marketing strategy.
▌ What is UTM?
UTM (Urchin Tracking Module) parameters are codes defined by advertisers and appended to URLs within Google Analytics. They facilitate defining different traffic sources and understanding various visitor behaviors, such as Bounce Rate and Session Duration, thereby enabling more accurate evaluation of website performance. For example:
● When promoting a website simultaneously on social media platforms like Facebook and Instagram, use UTM to analyze follower engagement from each channel.
● When collaborating with different KOLs, employ distinct URL UTMs to identify which influencer delivers the best sales or promotion results.
● When sending bulk notifications to customers via Email, WhatsApp, or MSN, use UTM to determine which channel has the highest click-through rate.
● For websites with numerous backlinks, utilize UTM to manage and identify which specific backlink referred users.
In summary, UTM primarily offers the following three key benefits:
UTM helps identify the sources of target customers, allowing businesses to review which channels and content resonate more effectively with their target audience and understand their preferences and needs.
UTM data analysis pinpoints which marketing tools or campaigns require improvement or should be discontinued, enabling the development of more targeted marketing plans. This reduces unnecessary marketing expenses while enhancing brand promotion effectiveness.
Leveraging UTM to understand visitor browsing behavior and target customer sources assists businesses in identifying high-return channels and gathering more potential leads, preparing the ground for future remarketing efforts.
▌ How to Quickly Generate UTM-Parameterized URLs for Your Website?
Use Campaign URL Builder (Web Version)
Businesses simply need to fill in the required information step-by-step. After generating the URL, copy it into the target link to complete the UTM configuration. If the URL needs to be shared on platforms like Facebook and its length is cumbersome, click the "Convert URL to Short Link" button to generate a shortened URL directly.
3 Key Details to Note When Setting Up UTM
Although UTM setup is straightforward—requiring only the input of relevant parameter content—several minor details are crucial to avoid potential misjudgment in subsequent traffic analysis:
Use Lowercase Letters
While UTM parameter values can be custom-named, using Chinese characters might result in unreadable garbled code. Therefore, it is recommended to primarily use "lowercase English." For Google Analytics, uppercase and lowercase letters are treated as entirely different values, which could later cause reporting data confusion and complicate identification.
Avoid Spaces and Special Characters
Spaces in URLs can render them invalid, and the same principle applies to UTM URLs. If word separation is necessary, it is advisable to use underscores "_". Furthermore, avoid using special characters such as "?" and "&", as they have specific meanings and functions within UTM parameters. Adding other special characters might cause the UTM URL to become invalid.
Keep It Simple
The function of UTM is to assist in analyzing traffic sources that are difficult to discern within Google Analytics. Therefore, if certain URL data sources are already clearly identifiable within Google Analytics, avoid adding extra UTM parameters unnecessarily. Additionally, source and medium names should be kept simple to facilitate quick and accurate data analysis and judgment later on.
【Finally】
When formulating marketing strategies, observing and analyzing data helps clarify issues and determine direction. However, in practice, we often encounter situations where insufficient data impairs judgment. Therefore, proficiently using various tools, such as UTM, enables us to grasp data from different channels more accurately, thereby developing more precise and feasible marketing strategies!
Arachne Group Limited provides one-stop digital business solutions, including website design, online promotion, website management & hosting, system development, and other value-added services, comprehensively addressing clients' business needs. Feel free to contact us anytime. Arachne Group Limited is your ideal partner for expanding online business opportunities.
Contact Us
Tel: 852-3749 9734
Email: info@hkweb.com.hk
Website: https://hkweb.com.hk
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