The All Points PR team held our monthly seminar, hosted by digital marketing lead Katie Rada, on integrating UTM codes into our social and content tactics. Katie is one of our expert sources of all things analytics and will be leading the charge with transitioning clients over to this tactic.
Hear more from Katie about why we are integrating UTM links with our clients:
As an integrated agency, there’s a lot of moving parts that come together to produce positive results for our clients. Marketing analytics help us to maximize our strategy’s effectiveness and optimize content and paid social efficiency.
A UTM code is a simple string of values that you can attach to the end of a custom URL to track a source, medium or campaign name. As a visitor clicks a link, data is captured, providing details on how a person landed on the webpage.
The most popular UTM builder is Google Analytics. To build a tag, simply fill in your values to generate the link to include in your campaign. Once created, it’s helpful to convert to a short link such as bit.ly for ease of use and sharing.
UTM Best Practices:
- Use consistent naming conventions. From capital letters to spacing, consistency is critical.
- Keep a list of all UTM values used to share internally or with the client.
- Use Google Analytics to see where your traffic is coming from, how your channels and campaigns are performing, and even which links your visitors are clicking to land on your site.
Implementing UTM codes ensures we can properly attribute strong points of each campaign or initiative to their source. This practice will only create more value for our clients as we plan to utilize UTM links across social and content tactics.