Measuring your own marketing efforts and knowing how they perform is pretty essential if you want to optimize your marketing even further. You can customize how Google Analytics tracks your traffic data by using UTM tags. With these parameters, you can tell exactly how visitors end up on your site. There are 5 UTM tags you can use that can tell you more about the way your visitors landed on one of your pages. For instance, you can (and must) add UTM tags to the links in your newsletter. And if you use UTM tags properly, it can send data to Google Analytics that not only tells you that visitors came from one of your newsletters but also which newsletter, on which button they clicked but also the exact pagelink they clicked on. Now that’s a lot of data that shows you how your newsletter performed. Data you can use to optimize your newsletters even further.
But with all this freedom in the way you can create UTM tags lies the danger of not consistently using UTM tags. Or just not really think things through when coming up with UTM tags. And that might harm your data. You need to create a sustainable UTM protocol that you can use to properly analyze your data on levels you want to analyze your data. So how do you come up with a good UTM tag protocol? What things do you need to take into consideration when coming up with UTM tags for your emails, for your social media efforts or for your plugin if you have one? In this talk I’m going to walk you through the process of developing a decent UTM protocol for your business.