Campaign Tags & Tips

Some tips for using UTM codes to measure campaigns and channels.

Are you looking to measure the success of your content and inbound marketing campaigns? Utilizing UTM codes is one of the best ways to track their performance.

Follows this link for a Prime on UTM campaign codes.

Use these UTM codes for paid ads and email


Use utm_medium=email always. Why? Because most email clients send traffic as direct and thus it is almost impossible to attribute otherwise.

Ads and Paid Promotion

Use utm_medium=cpc,ads,ppc,paid (one of these only) always. Why? You cannot always tell the difference with analytics! Really. Google and many others just show the referrer as google, or facebook, etc. organic or paid. So you will not be able to segment out your efforts or show your clients.

When analyzing your content and inbound marketing analytics, consider using UTM codes for measurable results from pain ads and email campaigns. Here's how:

  • Create a unique utm code for each piece of content to differentiate the performance of different mediums.
  • Add utm codes to emails, allowing you to measure response rates and engagement with specific pieces of content.
  • Add consistent utm parameters to internal links, ensuring tracking within your site.
  • Use custom landing pages with unique utm codes to analyze the effectiveness of ad placements or email campaigns.
  • Track cross-medium campaigns using consistent utm codes as they can influence traffic from multiple sources.

Consider implementing these practices when using utm codes in your content and inbound marketing analytics. Measuring specifics is key in refining your strategies for successful outreach.

A study by Databox found that 70% of companies use UTM parameters, indicating their value in measuring marketing efforts accurately.

Making mistakes is easy, but avoiding them is easier when you know what not to do with UTM codes in content and inbound marketing.

Campaign Groups

SaturnOne uses campaign groups to filter analytics by a group utm_campaign tags and more.

The link is here.

For example, we have done some cold email outreach. In that we use the utm_medimm=email tag (see above) and several utm_camapign coded. See image.
Why? Each utm_campaign code represents a seperate message testing. Thus, we can segment our analytics first by a group, say "Agency: Cold Email" to see just these and which campaigns of these do better.

Avoid these common mistakes

Beware of Common Blunders When Using UTM Codes

Avoiding UTM codes mistakes helps ensure accurate data tracking. Inaccurate data can lead to ineffective content and inbound marketing analytics, which affects a business’s bottom line.

The following are some common blunders that should be avoided when using UTM codes:

  1. Neglecting to use unique IDs for campaigns
  2. Overcomplicating parameters resulting in disorganized reporting
  3. Failing to consistently use lowercase/uppercase characters
  4. Setting up campaign tags with spaces instead of hyphens or underscores
  5. Omitting the source parameter, leading to ambiguity about traffic source
  6. Attempting to manually create long URLs when web tools exist that automate their creation accurately

The aforementioned blunders are typically remedied through systematic approaches in enhancing organizational efforts while closely following parameter conventions.

It is imperative always to verify the analytics data received from different analytical software used by marketers as they may report differently due to latent errors. As thorough verification decrease complications and increase confidence in analyzing a campaign's performance.

A client of ours once input 'utm' incorrectly, aggregating incorrect data in their reports. Misidentifying even a small aspect such as terminology can have significant impacts on overall report accuracy.

Adding UTM codes to external site links is like putting a GPS tracker on your content - it may seem a bit creepy, but it's totally worth it for the valuable analytics insights.