How to create UTM code to track GMB post performance?

1. Understanding UTM Codes

UTM codes, short for “Urchin Tracking Module,” are snippets of text added to URLs that help track the performance of marketing campaigns. They provide granular insights into traffic sources and user behavior.

2. Key UTM Parameters and Their Uses

UTM codes are made up of specific parameters, each serving a unique purpose. Here’s a breakdown of each:

• utm_source: Identifies the source of traffic, such as a search engine or social platform. Example: utm_source=google
• utm_medium: Tracks the marketing medium, such as email, social media, or cost-per-click. Example: utm_medium=email
• utm_campaign: Used to name a specific campaign. Example: utm_campaign=spring_sale
• utm_term: Optional parameter for tracking keywords in paid search campaigns. Example: utm_term=shoes
• utm_content: Tracks different content within the same campaign, useful for A/B testing. Example: utm_content=cta_button

The following table gives a detailed explanation and example of each of the campaign parameters. To learn more, check out the links in the related resources section below.

3. Step-by-Step Guide to Creating UTM Codes

Follow these steps to create your own UTM code:

1. Visit Google’s Campaign URL Builder: Go to Google’s Campaign URL Builder.
2. Enter Your Destination URL: Type in the full URL of the page you want to track.
3. Fill in UTM Parameters: Provide the following details:
   
   • Source: e.g., Facebook, Google
   • Medium: e.g., Social, Email
   • Campaign Name: e.g., Holiday_Sale
4. Generate the URL: The tool will automatically generate your UTM-tagged URL.
5. Test the URL: Paste the generated URL into your browser to confirm it redirects correctly.

4. Best Practices for UTM Tracking

Keep these best practices in mind when working with UTM codes:

• Keep naming conventions consistent to maintain clean data.
• Avoid using spaces or special characters; opt for underscores or dashes.
• Use concise and descriptive UTM names.
• Don’t use UTMs for internal links; it can skew your data.
• Use URL shorteners like Bitly to simplify long UTM URLs.

5. Tracking UTM Performance

Here’s how you can track the performance of your UTM-tagged campaigns:

1. Access Campaign Reports: Open Google Analytics and navigate to Acquisition > Campaigns > All Campaigns.
2. Analyze Metrics: Monitor traffic, bounce rates, and conversions associated with each UTM code.
3. Use Google Search Console: Gain deeper insights into search performance for UTM-tagged links.

6. Real-World Example of UTM Tracking

Here’s how UTM codes might look for a holiday campaign promoted via Facebook and email:

Conclusion

UTM codes are essential for tracking and optimizing marketing performance. By following this guide and implementing best practices, you’ll be well-equipped to make data-driven decisions and maximize the effectiveness of your campaigns.