{"id":83511,"date":"2023-06-16T12:06:32","date_gmt":"2023-06-16T09:06:32","guid":{"rendered":"https:\/\/digital-marketing.bg\/?p=83511"},"modified":"2023-07-14T13:07:09","modified_gmt":"2023-07-14T10:07:09","slug":"utm-tags-in-online-advertising","status":"publish","type":"post","link":"https:\/\/digital-marketing.bg\/en\/utm-tags-in-online-advertising\/","title":{"rendered":"UTM tags in online advertising"},"content":{"rendered":"

[vc_row][vc_column][vc_single_image media=”83512″ media_width_percent=”100″ uncode_shortcode_id=”851548″][vc_column_text uncode_shortcode_id=”111507″]To use UTM tags correctly, you need to understand what they are, what they consist of, and where and how to apply them.<\/span><\/p>\n

UTM tags are specific link parameters that allow analytics tools to collect information about a given source. Each parameter has its own name and value.<\/span><\/p>\n

For example:<\/b><\/p>\n

https:\/\/link.com\/?utm_source=facebook&utm_medium=cpc&utm_campaign=utm_media<\/b><\/a><\/p>\n

If you look closely at the example above, you will find that it consists of several parts:<\/span><\/p>\n

Page<\/b>: this is the page to which the corresponding link leads.<\/span><\/p>\n

Source<\/b>: since your campaign will most likely run on multiple media platforms, you need to understand where the traffic is coming from. With the help of this parameter, you can learn from which source a particular visitor came. To build the link for each platform, you need to put its name in the “utm_source” parameter. For example utm_source = linkedin or utm_source = facebook.<\/span><\/p>\n

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You can also put offline media here. For example, if you use QR codes in your printed materials, you can specify as source for example leaflets, etc.<\/span><\/p>\n

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Medium<\/b>: Since you can run multiple campaigns on the same platform, this parameter will show you how the user reaches the page. The tag identifies the campaign type. For example, you can put your URL in the text of emails or banners, such as utm_medium=email (for email marketing) or utm_medium=cpc.<\/span><\/p>\n

Campaign<\/b>: As mentioned earlier, you can run multiple ad campaigns, you should also choose a campaign name that drives traffic. It could be the name of a specific product or campaign strategy, such as utm_campaign = launch-product or utm_campaign = sale.<\/span><\/p>\n

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You can put tags that are optional, but will certainly be helpful.<\/h2>\n

Term<\/b>: this parameter is used to transfer the key query for which the ad is being run. The tag specifies keywords for the search network ad. If you are manually tagging paid campaigns based on keywords, you should also use the utm_term parameter to specify a keyword. For example, utm_term = url_shortener.<\/span><\/p>\n

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Content<\/b>: this is the parameter for additional information, including the subcategory of the product or service, the type of ad itself, the ad IDs, and the campaign launch date. For example utm_content = ad_id.<\/span><\/p>\n

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When should you use UTM?<\/h2>\n
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  1. When you’re running ad campaigns to track the performance of individual channels.<\/span><\/li>\n
  2. When you’re using other ways to engage users and want to track where they’re coming from.<\/span><\/li>\n
  3. When you use email marketing to learn how effective a particular email is.<\/span><\/li>\n<\/ol>\n

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    Where to apply UTM parameters<\/h2>\n

    Blog posts<\/h3>\n

    Let’s say you’ve released a blog post to let your audience know about the launch of a new feature. You want to find out which elements on the page users will click more often: a CTA (call-to-action) button in the middle of the article or a banner in the footer. To track this, add UTM tags to both URLs in each individual button to discover which one better engages users. See the URL examples below.<\/span><\/p>\n

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