Do you know what UTM is? This acronym stands for Urchin Tracking Module and is a very useful resource used to track website traffic, marketing campaign, social media post, etc.
Traffic is an extremely important metric for anyone investing in attraction marketing and content marketing. After all, it measures the number of users who are accessing your website in a certain period of time.
Therefore, to have the correct data in real time, using UTM can be a great option, in addition to several other benefits that this resource can provide for your company.
In this article, you will learn more about UTM, its advantages and where it can be used. Continue reading until the end to find out more.
What is UTM?
UTM (Urchin Tracking Module) is a way of tracking traffic to a website or digital marketing campaign through parameters added to the URL. UTM parameters provide additional information about the source of the traffic, such as the source, medium, campaign, search term, and specific content that led the user to click the link.
UTM parameters are added to the URL after the question mark and are separated by an “&”.
In this example, the UTM parameters indicate that the traffic came from Facebook, via a social post, in the fall sales campaign and that the user clicked on banner 1.
Using UTM parameters allows digital marketers to track the effectiveness of different campaigns, marketing channels, and even different ads within the same channel. Additionally, analyzing this data can help identify areas that need improvement and enhance your digital marketing strategy.
How important is UTM for your company?
As we said previously, UTM parameters are extremely important for monitoring your marketing campaigns. However, this can impact other areas in a positive way. Check out some of the main benefits this practice offers.
Identify marketing campaign effectiveness
UTM parameters allow marketers to track the source of traffic and thus know which marketing channels are generating the most traffic. This allows them to identify campaign effectiveness and allocate their resources more efficiently.
Track the performance of different ads
Using UTM parameters also allows marketers to track the performance of different ads within the same marketing channel. This helps identify which ads are generating the most traffic and, consequently, which ones can be optimized or discarded.
Better understand the target audience
Analyzing traffic data tracked by UTM parameters also helps you understand your target audience better. This is because this data provides information about the source of traffic, user behavior and the type of content that attracts the most traffic.
Make data-driven decisions
Using UTM parameters allows marketers to make decisions based on hard data, rather than assumptions and guesswork. This can help you avoid mistakes and maximize your return on your digital marketing investment.
Where to use?
UTM can be used in different marketing channels to monitor your results, below you will see some ideas on where to add this parameter to find the most relevant information for your actions.
Email marketing campaigns
By adding UTM parameters to links in your emails, you can track the traffic those links generate on your website. This lets you know which email marketing campaign is generating the most traffic and conversions.
Additionally, it is possible to add UTM parameters to the links in your paid ads on platforms such as Google Ads, Facebook Ads, LinkedIn Ads, among others. This way, you can track the performance of each ad and adjust your marketing strategy in real time.
Adding UTM parameters to links shared on social media allows you to track the traffic generated by each post and identify which social networks are driving the most traffic and conversions.
When creating specific landing pages for your marketing campaigns, you can add UTM parameters to the links.
Count with ASB Marketing to increase your sales
If you want to implement Lead Generation strategies in your business, it is of paramount importance to start with planning.
In this scenario, understand your audience, online behavior, preferences and, especially, make an analysis of your competitors and current leads of the market.
Then understand how your sales process works and what characteristics need to be changed to meet your ideal customer profile.
In addition, it is essential to keep in mind that Lead Generation does not only occur by paid media, on the contrary, inbound marketing actions and Lead Generation generate very advantageous results for organizations when well employed.
Finally, you can count on an experienced marketing and sales company to support the implementation of these strategies, such as ASB Marketing.
With the best innovative methodologies and tools, ASB Marketing finds its ideal customer and qualifies them through fully automated and personalized email cadence.
When the lead arrives at the purchase decision phase, we only passed on to your commercial team to close the negotiation. With this, we guarantee increased sales, reduction of trade cycle, cost optimization and support in long -term business expansion.
Do you want to know more? Go now and see how ASB Marketing can help your business!