A good digital marketing strategy requires accurate information gathering to assess where exactly your visitors are coming from . Those who invest in Google Ads , Facebook Ads or other paid marketing channels need to know which campaign generates the most sales. This is especially important in today’s multi-channel and multi-platform advertising environment.
An effective solution to accurately
UTM tracking parameters . You have probably noticed the presence, on some links, of special characters that make the URL long and complex, such as “?”, “%20” and “&”. traffic to distinguish between organic traffic from search engines, social media, email marketing activities and even offline activities .
UTM parameters, created using tools such as
Google’s UTM builder, send relevant data to Google Analytics 4, making it easier to evaluate the product schema markups performance of marketing activities. In this way, it is possible to understand which investments really work and optimize digital marketing strategies. But how do UTM parameters work and how are they created?
What are UTM parameters and what are they used for?
UTM parameters , acronym for “Urchin Tracking Module”, are elements that, when added to the end of a URL, allow you to surgically valid email address checker identify the source of traffic , transmitting precise information to Google Analytics about the origin of visitors.
In practice, UTMs are codes that enrich aleart news the URLs of advertising campaigns to ensure that Google Analytics can track details such as the source of the traffic, the medium used, the name of the campaign and other relevant information .
But shouldn’t Google Analytics be able to do this without any additional parameters?
In a way, yes. Google Analytics can easily track visitors’ origins on its own, but in some specific cases it struggles to correctly distinguish the different sources, thus ending up classifying traffic in generic channels as “unassigned”. And not only that.
Google Analytics correctly recognizes traffic coming from other websites by classifying it as “referral” or “organic” when it comes from searches on well-known search engines such as Google, Yahoo and Bing. Likewise, it has no problem in evaluating the origin of “Paid Search” or “Display” traffic generated by Google campaigns, just to name a few examples, thanks to the connection with the Google Ads account.