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Popular
The Macro Environment – Six Forces in the Environment of...
The New Product Development Process (NPD) – Obtain new Products
4 Types of Consumer Products and Marketing Considerations – Convenience,...
Three Levels of Product – Core Value, Actual Product, Augmented...
Characteristics of Services: What is a Service – And what...
Branding Decisions – 4 Brand Strategy Decisions to Build strong...
Product Mix decisions – Width, length, depth and consistency
Product Life Cycle Stages (PLC) – Managing the Product Life...
Characteristics of the Product Life Cycle Stages and their Marketing...
Cost-based Pricing – Pricing based on Costs
Categories of New Products – What is a New Product?
Market Segmentation Criteria – How to segment markets
Marketing-Insider
  • Home
  • Updates
  • Marketing Explained
    • I: Marketing and the marketing process
      • Definition: What is Marketing?
      • The Marketing Process
      • The 5 Marketing Concepts
      • The Marketing Strategy
        • Market Segmentation
        • Market Targeting
        • Differentiation and Positioning
          • Differentiation
          • Positioning
      • The Marketing Mix – The 4 Ps
      • Marketing Instruments
      • Portfolio Analysis: Boston Matrix
      • Portfolio Planning: Growth and Downsizing
      • SWOT Analysis
      • Definition of Product and Service
    • II: Understanding the marketplace
      • The Macro Environment
      • The Buyer Black Box – Buyer’s Characteristics
      • The Buyer Decision Process
      • B2B Market Characteristics
      • Customer Lifetime Value
      • Customer Relationship Groups
    • III: Designing a marketing strategy
      • How to create a Marketing Plan – 8 Steps
      • The Consumer Product
        • Three Levels of Product
        • 4 Types of Consumer Products
        • Different Types of Consumer Products
      • Product Line and Product Mix Decisions
        • Individual Product Decisions
        • Product Line Decisions
        • Product Mix Decisions
      • New Product Development (NPD)
        • The New Product Development Process
        • New Product Development Strategies
      • Pricing Strategies
        • What is a Price?
        • 3 Major Pricing Strategies
          • Customer Value-based Pricing
          • Cost-based Pricing
        • Additional Pricing Considerations
          • New Product Pricing
          • Product Mix Pricing Strategies
          • Price Adjustment Strategies
          • Initiating price changes
      • Product Life Cycle (PLC)
        • Product Life Cycle Stages (PLC)
        • Product Life Cycle Strategies
      • Branding Decisions
      • Characteristics of Services
    • Interesting
      • New View on Marketing
      • Next-Gen Marketing Tool: Virtual Reality
      • Advertising Evolution
      • The 5 Don’ts of Presentations
      • Successful Mobile Marketing
      • Why Most Marketing Strategies Fail
      • How to create a Marketing Plan – 8 Steps
      • How to write a good Marketing Plan
      • 5 Don’ts of LinkedIn
      • Using Social Media in Marketing
    • SEO
      • What is SEO?
      • How Search Engines work
      • How to do SEO?
      • SEO Rules for 2016
  • About Marketing-Insider
Author

Maximilian Claessens

Maximilian Claessens

    How to Use UTM to Measure the Effectiveness of Your Marketing Strategy
    Marketing Explained

    How to Use UTM to Measure the Effectiveness of Your Marketing Strategy

    by Maximilian Claessens 18th October 2020
    written by Maximilian Claessens

    UTM – or Urchin Tracking Modules – are parameters that you can add at the end of a URL in order to track the performance of any marketing campaigns. When a user clicks on a link that is tagged with UTM parameters, this data is then sent back to your analytics platform. This allows you to gain relevant information that helps you understand the campaigns and channels that are attracting the most traffic, and where is best to optimize your marketing strategies. Setting up a URL with UTM parameters allows you to measure a range of factors including the source of the traffic, the medium, content, search terms and more. So, how can you use UTM tracking to measure the effectiveness of various marketing campaigns?

    Social Media

    Adding UTMs to your profile links and any links that you share on your social profiles allows you to compare them. Adding UTM tracking links means that you can make informed comparisons between each of your social profiles and see whether you are getting the most visitors and engagement from Facebook, Instagram, Twitter, Pinterest, or LinkedIn for example.

    If you want to know how the performance of posts, ads and sponsored posts relate to each other, simply use UTM codes to differentiate them. You can use the same campaign name and source but create a difference in the medium and content. For example:

    • Regular post:
      https://www.yourdomain.com/?utm_campaign=briljant-campaign&utm_source=facebook&utm_medium=social
    • Facebook add
      https://www.yourdomain.com/?utm_campaign=briljant-campaign&utm_source=facebook&utm_medium=cpc&utm_content=ad
    • Facebook sponsored post
      https://www.yourdomain.com/?utm_campaign=briljant-campaign&utm_source=facebook&utm_medium=cpc&utm_content=post

    In the example above, we have assumed that you don’t use the automatic UTM tagging of Facebook, for example.

    Of course, you’ll need to have an organised UTM strategy in place to ensure that you always use the same setup, as there are more options than just this one.

    Digital Advertising

    Within Google Ads (previously Adwords) you can use auto tagging in order to get detailed information about the performance of your campaigns. You can than change the auto tagging and convert them into UTM parameters. An alternative is to add the UTM tracking codes manually to the ads.

    With Bing Advertising, you can also activate auto tagging. Bing will add the UTM codes to the URL’s used in the campaigns.

    After setting up UTM tracking, you can see the performance of those adds in Google Analytics. But when creating other media for different channels, but for the same campaigns, it’s better to create a new UTM code with the same campaign name. Because not everybody has access to Google Ads or Bing Advertising, it’s wise to add the used UTM code to your favorite UTM management tool. For instance, there’s UTM Star which offers a solution that you can use to easily generate UTM codes that can then be added to your digital advertising campaigns for tracking purposes.

    Banner Ads

    Banner ads like the ones used in display advertising must be tagged with UTM parameters. Investing in banners can cost a lot of money, so knowing what the ROI is, is a must. Do not forget to use the content part of the UTM Code (utm_content=) to add the different sizes of the banners. That way you  also know which formats are more valuable for your business.

    Affiliate Marketing

    If you are making use of affiliate marketers to spread the word about your product or service, UTM can help you measure which affiliate marketers are performing better than others. Do this by sharing shortened URLs with UTMs with them, which allows you to not only compare marketer performance but also compare this marketing strategy against the other marketing campaigns that you utilize.

    Product Newsletters

    If you encourage users and clients to sign up to an email newsletter from your brand, you can include UTMs in your links, images and calls to action in each email. Doing so will make it easier for you to determine which parts of newsletter emails are performing the best and driving the most traffic to your website.

    UTM is a very simple yet effective way to track the effectiveness of various marketing campaigns by having the data show up in your Google Analytics account. You can add UTM links to various marketing campaigns to track performance and make data-driven decisions.

    18th October 2020
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  • Marketing Explained

    What are the Most Efficient Online Marketing Techniques for Financial Services?

    by Maximilian Claessens 11th October 2020
    by Maximilian Claessens 11th October 2020

    Financial products are some of the most heavily marketed products in the world. This means that financial services must work hard to stay ahead of the competition and stand out…

    1 FacebookTwitterPinterestLinkedinRedditWhatsappEmail
  • Marketing Explained

    How to Launch a Successful Marketing Campaign

    by Maximilian Claessens 20th September 2020
    by Maximilian Claessens 20th September 2020

    Online marketing is essential for any successful business, but before you invest in the development and launch of a new campaign, you want to be sure that you are doing…

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  • Marketing Explained

    Tips for Writing SEO-Optimized Content for Beginners

    by Maximilian Claessens 10th September 2020
    by Maximilian Claessens 10th September 2020

    Freelance content writing is a remote digital marketing job, which will allow you to have complete freedom of where and when you work. However, before you take the plunge, you…

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  • Marketing Explained

    Marketing Techniques To Boost Website Traffic

    by Maximilian Claessens 6th September 2020
    by Maximilian Claessens 6th September 2020

    When your website is just not getting that much traffic, it can be hard to manage. For many, less traffic means lower profits and this never good for any business.…

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  • Marketing Explained

    3 Common Reasons Why eCommerce Sites Are Leaking Revenue

    by Maximilian Claessens 4th September 2020
    by Maximilian Claessens 4th September 2020

    When it comes to eCommerce, there’s almost always a way to tighten up your efforts and material to maximize sales. Some of you might think you’re doing okay, but are…

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  • Marketing Explained

    The Pros and Cons of Outsourcing the Design of Marketing Materials

    by Maximilian Claessens 27th August 2020
    by Maximilian Claessens 27th August 2020

    Marketing materials such as white papers, logo design, presentation materials and more are a staple in the business world. For companies needing to get these produced – or reproduced –…

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  • Marketing Explained

    New Product Development Challenges – How to solve roadblocks on the way to success

    by Maximilian Claessens 22nd August 2020
    by Maximilian Claessens 22nd August 2020

    Companies are constantly developing new products to keep up with consumer demand, technological advancements, and innovations. Although developing a new product can be profitable, companies can be confronted with many…

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  • Marketing Explained

    6 Key Things to Consider Before Your First Email Marketing Campaign

    by Maximilian Claessens 15th August 2020
    by Maximilian Claessens 15th August 2020

    Email marketing is one of the most effective ways of getting the message out there about your brand, products, and services – but it’s normal to be a little apprehensive…

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  • Marketing Explained

    Black Friday Marketing Strategies – Boost your sales on Black Friday

    by Maximilian Claessens 15th August 2020
    by Maximilian Claessens 15th August 2020

    Every merchant knows that Black Friday is a day that can provide a lot of profit in a short amount of time. It also allows merchants to capitalize on the…

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Popular

  • 1

    The Macro Environment – Six Forces in the Environment of a Business

  • 2

    The New Product Development Process (NPD) – Obtain new Products

  • 3

    4 Types of Consumer Products and Marketing Considerations – Convenience, Shopping, Speciality and Unsought Products

  • Three Levels of Product – Core Value, Actual Product, Augmented Product

  • Characteristics of Services: What is a Service – And what makes it so special?

  • Branding Decisions – 4 Brand Strategy Decisions to Build strong Brands

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