Why lacking UTM parameters in your social media marketing is a faux pas

Does UTM ring a bell to you? Do you know what UTM stands for? Do you know that you should know if you use social media marketing for your online business? Well, if you have just answered “no” to all these question you are going to find out all of it in a moment. Because UTM is a powerful tool that can help you not only improve your social media marketing campaigns but also improve your overall marketing strategy.

What is UTM – definition

UTM stands for Urchin Traffic Modules or Models. Don’t worry – you don’t have to remember the extension as there is like 99% chance you won’t ever use that and will always referring to it as UTM (because the extension sounds even more enigmatic than the abbreviation). UTM itself is not a brand new concept as it was born almost 15 years ago but is still getting the popularity it should already have.

UTM are just little fragments of text that you can add to URLs and which will tell Google Analytics or any other analytical tool something more about each link. This will give you additional insight about the traffic on your website in general or caused by a social media marketing campaign you decided to run.

Parameters of UTM for measuring social media campaigns

UTM is a highly universal tool and you can track many things with that. However, when it comes to any social media marketing campaign the best thing to do is to focus on the ones most crucial for campaign success. And these are: campaign name, source and medium. For example if you have facebook advertising campaign the URL can look like this: http://www.example.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=summer. It’s just an example and the builder will generate one for you so you don’t have to note down the parameter names.

When implemented, these three parameters will measure the effectiveness of your social media marketing campaign and you will be able to see what exactly works and what doesn’t. You also will be able to check various marketing strategies and choose the one most appropriate and efficient for your business. If you struggle to get the intended results from your campaigns UTM can have all the answers you need.

How to prepare to implement UTM tracking

First of all – to implement UTM tracking you don’t need any expertise and hidden knowledge. You can do it simply with Google URL builder and it is built in a way that the whole process becomes quite intuitive and easy to go through. But where to start?

Actually the best action to take at the very beginning of your journey with UTM tracking is just to track it all. You should tag with UTM all the campaign data possible to track to have a good overview. Right before starting a campaign you should ask yourself whether it is focused on one product, whole company or maybe an event, how long you want to run it and what is actually the purpose of it. 

Once you have answered all these question and thought about it well you are able to map out the campaign and then add UTM parameters. Prepare them well and give yourself time to think what they should look like. If you devote enough time to make it properly you will be able to meticulously track your campaign effects and see whether it works in the way you wanted. And if not you will be able to improve it in a short time. If you are still confused – don’t panic. UTM only sounds scary but it’s really easy and nice tool to implement. If you grasp the point of it and just boot the builder you will quickly get it going! And with it you will be able to get very valuable info about your campaigns and improve them. Without them you just make social media marketing more difficult for yourself which doesn’t really have a point, does it?