Traffic in the Goal Tree

Understand the role of traffic in the Goal Tree and its impact on overall growth objectives.

Learn how different types of traffic contribute to various stages of the funnel.

Master the use of Google Analytics to gather and analyse traffic data effectively.

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UTMs

Track the effectiveness of online marketing campaigns using UTM parameters in URLs.

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UTMs

A standard format for tracking the effectiveness of online marketing campaigns across traffic sources and publishing media.

UTM parameters are added to URLs to capture important data about each click, such as the campaign source, medium, name, content, and term.

Enables marketers to track the performance of each campaign precisely, understand where traffic is coming from, and measure the impact of different marketing strategies and channels.

What are UTMs?

Imagine you've sent out multiple invitations for a party via email, social media, and physical mail. Now, you want to know which method got the most people to RSVP. In the digital marketing world, UTMs (Urchin Tracking Modules) are a bit like those RSVP methods. They're specific text tags added to URLs to track where website traffic comes from. By using UTMs, you can identify which marketing campaigns, platforms, or strategies are driving the most visitors to your site.

Why are UTMs Important?

Using UTMs offers several insights:

  1. Source Tracking: You can pinpoint exactly where your traffic is coming from, be it a specific email campaign, social media post, or online ad.
  2. Campaign Performance: By tagging URLs for specific campaigns, you can measure their effectiveness in driving traffic and conversions.
  3. Optimisation: Knowing which sources and campaigns are most effective allows you to allocate resources more efficiently.
  4. Detailed Analytics: UTMs provide granular data, helping you dive deep into user behaviour and preferences.

How Do I Use UTMs?

  1. Define Your Parameters: UTMs have specific parameters like source, medium, and campaign. Decide what you want to track.
  2. Use a UTM Builder: Tools like Google's Campaign URL Builder can help you create UTM-tagged URLs easily.
  3. Implement and Share: Use the UTM-tagged URLs in your campaigns.
  4. Analyze: Use analytics tools to review the data and understand where your traffic is coming from.

In a Nutshell...

UTMs are like digital breadcrumbs, showing you the path users took to reach your website. They're invaluable tools for marketers, offering a detailed view of campaign performance and user behaviour. By leveraging UTMs, you can make data-driven decisions, optimise your strategies, and achieve better results.

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Had a very inspiring workshop where you really learn to look at the big picture and thus understand which levers you can pull to increase profits.

Coen van Vliet
Coen van Vliet
Prodos
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Web data analyst