What are UTM Tracking Codes?

UTM (Urchin Tracking Module) tracking codes are snippets of text added to the end of a URL to help marketers track the performance of online campaigns across traffic sources and publishing media. They were originally developed by Urchin Software Corporation, which was later acquired by Google.

Why use UTM Codes?

UTM codes allow you to see where your traffic is coming from in fine detail. They enable you to track the effectiveness of your marketing efforts across various platforms (e.g., email, social media) and understand how visitors interact with your website.

What are the components of a UTM Code?

A UTM code consists of a URL followed by a question mark (?) and then the UTM parameters. There are five standard UTM parameters:

1. utm_source: Identifies the source of traffic (e.g., Google, newsletter).
2. utm_medium: The medium the link was used upon (e.g., email, CPC).
3. utm_campaign: The specific campaign the link is part of.
4. utm_term: Identifies search terms for paid search campaigns.
5. utm_content: Used to differentiate similar content, or links within the same ad.

Using UTM Codes with your Assessment Links

The Blind Spot Assessment Management Platform (AMP) facilitates the integration of UTM codes with any link you create. When creating or editing a link, simply add the UTM codes in the designated fields, and the AMP will automatically append the UTM parameters to your links. Not only are these UTM parameters stored within your links in AMP, but they can also be synchronized with your own CRM or email marketing system through optional integration options. This seamless process enhances the efficiency of tracking your marketing campaigns’ performance.

How to track the performance using UTM Codes?

Once you have your UTM-enabled URLs in place, you can track their performance through Google Analytics or similar analytics tools. Navigate to the Acquisition section, then Campaigns, and you’ll see your traffic segmented by the parameters you’ve set (e.g., source, campaign).

Best Practices for Using UTM Codes

1. Consistency: Maintain consistency with your naming conventions. Decide on lowercase or uppercase and stick with it to avoid discrepancies in data.
2. Clarity: Ensure your UTM parameters are clear and descriptive for easy understanding and tracking.
4. Avoiding Sensitive Information: Never include sensitive or personal information in UTM parameters.

By adhering to these best practices and effectively leveraging UTM codes, especially through platforms like the Blind Spot Assessment Management Platform, marketers can acquire valuable insights to refine their online marketing strategies.