Through our SEA Agency Optimize 360
The world of digital marketing is full of technical terms and acronyms that can sometimes seem complex.
One of these terms is UTM tagging, an essential element to consider when working with paid advertising campaigns such as Search Engine Advertising (SEA).
In this article, we'll look at what UTM tagging is, how it works and how you can use it to improve your marketing campaigns. digital marketing.
UTM is the abbreviation for Urchin Tracking Modulea URL parameter format originally developed by Urchin Software Corporation before being acquired by Google in 2005.
UTM tags are a series of parameters found in the URL which allow marketing tools to analyse the paths taken by Internet users when they click on a link to your site. website.
In short, they provide valuable information about the source of traffic to your online content, which is very useful for optimising your marketing campaigns.
UTM tags are added at the end of the destination URL and generally comprise five parameters:
To illustrate this, here is an example of a URL with UTM tags:
https://www.votredomaine.com/produits/nouveaux ?utm_source=google&utm_medium=cpc&utm_campaign=lancement_produit&utm_term=chaussures_hommes&utm_content=version_A
In this example, we can see that the traffic to this URL comes from a Google Ads (source=google), in cost per click (medium=cpc), as part of a campaign entitled "product_launch".
The other parameters also give us information about the associated keywords (term=men's_shoes) and the specific version of the advert (content=version_A).
There are a few general rules to follow when using UTM tags to help you organise and analyse your marketing data effectively:
Fortunately, there are several online tools that can help you create and analyse UTM tags:
One of the most popular tools for creating UTM tags is the Google URL Builder. This free generator from Google Analytics allows you to quickly enter the desired parameter values for each campaign and automatically generates a complete URL with the UTM tags added.
There are also other free and paid solutions for generating custom URLs with UTM tags. These include UTM.io, Rebrandly URL Shortener and Terminus App. Each of these tools offers a number of additional features, such as integration with marketing platforms, redirect management and the ability to centrally track and analyse your URLs generated with UTM tags.
To exploit the full potential of UTM tags, you should use a web analytics tool such as Google Analytics to examine the traffic data associated with your SEA' campaigns.
Using such a tool, you can view and compare the performance of different marketing channels, advertising media and content variants. This allows you to identify the elements that work best and those that need to be optimised to improve your results.
UTM tags are a valuable way of obtaining detailed information on the performance of your SEA campaigns and other marketing initiatives.
By understanding how these tags work and using best practice when implementing them, you can optimise your digital marketing efforts and maximise your return on investment.
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