How can you optimise your UTMs for high-quality data collection?

UTMs are indispensable for marketing campaigns because they allow you to track the performance of your campaigns with great precision. UTMs allow you to track the traffic sources, marketing channels, specific campaigns, ads and keywords that have generated clicks or conversion events on your website or app. This means you can identify which campaigns are generating the most results, so you can adjust your strategy accordingly to maximise your return on investment.

Here are some interesting statistics to keep in mind:

• 56% of marketers don’t track their return on investment (ROI) for advertising campaigns. (Marketing Land)
• Marketers who measure their campaigns are 17 times more likely to report a positive ROI than those who don’t (Hubspot)
• 67% of marketers consider lead generation tracking to be the most important measure of the effectiveness of their marketing strategy (DemandWave)
• Marketers who use tracking data have a 10% higher success rate than those who don’t (Salesforce)

Now that you know all about the importance of UTMs for marketing campaigns, here are a few practical tips to help you use them effectively. Theory is good, practice is better!

Use clear, consistent campaign names

When you add UTM codes to your URLs, make sure you use clear and consistent campaign names. This may seem obvious, but if several people manage campaigns within your company, it’s a good idea to create a ‘nomenclature’ that will be respected by everyone. This will make it easier to monitor the performance of each campaign and to know which campaign has generated the most traffic or conversions. If you don’t apply a clear logic to the naming of your campaigns, you run the risk of getting tangled up between campaigns and losing track of what the different results correspond to. Ideally, you should indicate the channel used and a date directly in the name of your campaign so that you can find it easily.

Use different UTM codes for each marketing channel

Speaking of channels, if you use several marketing channels to promote the same product or service, don’t forget to use different UTM codes for each channel. This will allow you to measure the effectiveness of each channel independently, so you’ll know which platform is most effective in reaching your target audience.

Use different UTM codes for each advertisement

If you create several ads to promote the same product or service, it may be appropriate to use different UTM codes for each ad. This will allow you to measure the effectiveness of each ad individually and find out which ads have generated the most traffic or conversions on your website.

Use UTM codes for keywords

If you manage paid search campaigns, you can use UTM codes to track the performance of your keywords. By adding specific UTM codes to each keyword, you can find out which keywords are generating the most traffic or conversions on your website too.

Use a UTM tracking tool

Now that you have all our tips for creating effective UTMs, it’s important to use a tracking tool to monitor your campaigns accurately. There are many free and paid tools available, such as Google Analytics, Bitly and UTM.io. These tools allow you to track your campaigns in real time and understand how your target audience interacts with your website.

As you can see, if you’re looking to track the performance of your campaigns accurately or understand how your target audience interacts with your website, UTMs created using these best practices will help you achieve your goals!