What is UTM Code?
UTM stands for Urchin Tracking Module, which is a piece of code that you add to the URL path with specific parameters for the purpose of measuring the effectiveness of marketing campaigns through analytical tools such as Google Analytics, Matomo Analytics. …
With the information added to this link, it will help you get detailed statistics on traffic sources, for example: traffic sources, channels used, countries…
How is UTM Tracking?
UTM Code parameters are defined in Google Analytics to track in more detail the traffic source from your link. These include the following commonly used parameters:
utm_source: this is the channel where we distributed our link, usually a campaign we will distribute on many channels such as: Facebook, Google, Tiktok, Zalo…
For example: utm_source=zalo means you use this to distribute through Zalo, so users will see your content on Zalo and click on that link to navigate to our website.
utm_medium: If utm_source tells us where the traffic comes from, then utm_medium tells us how the traffic comes from utm_source. For example: utm_medium=email means traffic comes to your website through an email advertisement. This is a required parameter in UTM Code. If you do not declare utm_medium in Google Analytics, it will only default to mediums such as organic, cpc, email, referral. It is difficult to analyze when there are many sources in your campaign. .
utm_campaign: This is where you enter the name of the campaign you are launching. If you run multiple campaigns over a period of time, it’s extremely important to differentiate the effectiveness of each campaign. I often use the syntax: Name-campaign_start-time
In addition, there are two optional parameters in UTM Code: utm_content and utm_term. Due to their low popularity, I will not introduce them in this article.
When do you need to use UTM Code?
There is no exact answer as to when you need to use UTM Code, but I have advice for freshers that creating a habit of creating UTM Code for links in your campaigns, from small to large is important. It is extremely important to measure and compare the effectiveness of each campaign. Effective measurement and comparison will help you learn for yourself lessons from implementation that you may not be able to find through books.
What ways are there to create UTM Code?
Normally, we will have ways to create UTM Code such as:
+ Create UTM Code manually. This method has many disadvantages and inconveniences for marketers.
+ Use Google’s Campaign URL Builder: you can go through the website https://ga-dev-tools.appspot.com/campaign-url-builder/ to use the UTM code generator. The downside of this method is that it will keep the original link, and usually we have to take one more step to shorten the link.
+ Using https://ShLi.cc URL Shortener: you can use the Campaign URL Shortener tool from the ShLi.cc homepage in the Advanced Options section, after adding parameters such as: utm_source, utm_medium, utm_campaign, the path will be shortened, very convenient to use.
** Use UTM Code with ShLi.cc URL Shortener tool
URL Shortener tool from ShLi.cc has the advantages of simplicity, ease of use, and quickly creates shortened links professionally. With just 5 steps below, you have finished creating the UTM code for your link:
– Step 1: Paste your path.
– Step 2: Click the UTM tags
– Step 3: utm_source: Enter your traffic source. For example, your link is used for a campaign on Facebook, Google… Use a clear name for easy tracking.
– Step 4: utm_medium: Enter the campaign media. You can use email, banner or CPC in your campaign.
– Step 5: utm_campaign: Enter the name of your campaign. Please name clearly if there are many campaigns.