17

Feb

2019

Let’s say you have an amazing piece of content on your website. You are using all your available channels to promote and send traffic to it. Which channel is most effective at driving traffic to that landing page?

You’ll benefit from a URL tracker. Also referred to as UTM code, it is a wonderful piece of code that can be tailored specifically to help track where website traffic comes from once the link has been clicked upon.

Measuring success is essential.

Is URL Tracking Code really necessary?

While Google Analytics will provide statistics about the percentage of traffic from each social media platform, it won’t drill down to specific posts within these sources. 

Let me explain. If you were to simultaneously run a multiple campaigns via one social media platform (whether it be Facebook, email, or Google ads) including organic posts, promoted posts, or trialing A-B testing – all going to the same landing page on your website, you’d struggle to know exactly what placement or touchpoint referred the most traffic.

This is not difficult to create yourself and you don’t need to hire in the big guns.

How do you create a URL Tracking Code?

Let’s say I wanted to monitor this page (URL):

  • http://www.digitalarmchair.co.nz/building-url-trackers

…and I wanted to measure how effective links were in an email campaign.

Here’s what it could look like with its own UTM code:

  • http://www.digitalarmchair.co.nz/building-url-trackers?utm_campaign=5thruths&utm_medium=email&utm_source=September&utm_content=footer?

You’ll note that the UTM code tracks various tiers – campaign name, type of medium, source and content. The format is concise but you can amend the written word to customise it for your own needs.

These URL trackers are effective when using Social Media (Facebook, Pinterest and Instagram), LinkedIn, Youtube, Email campaigns and Google Ads, for example.

Name each piece of code something meaningful to you, that represents the funnel which marks the exact route that a potential customer has taken to lead them through to your webpage.

You get the picture! The four tiers are handy, but you can add MORE if you need to refine that funnel further includin utm_term= which would be handy if you wanted to measure the exact key words used within a specific piece of content or Google Ad.

The final overall result is a chunky piece of code so you wouldn’t want to cut/paste ‘as is’.  You can shorten any URL without effecting any results by using a free service such as www.bitly.com. Simply enter the URL then copy the shorten code it activates for you.

  • One of the best ways to sabotage your content is to not tie it to your goals. Know why you’re creating content.
    Ellen Gomes

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