UTM Codes Are a Useful Tool for Tracking Social Media Campaigns
As more and more businesses utilize social media in marketing campaigns, devising methods of tracking success or failure can be extremely important. Businesses must know which approaches are most effective at engaging their intended audience, and this can be extremely hard to gauge without the proper tools.
To this end, making use of UTM codes can be exceedingly beneficial to those companies that spend a great deal of time advertising their goods and services on social media. UTM codes can track valuable information on a number of aspects, thereby allowing you to determine the best marketing approach going forward.
What Are UTM Codes?
UTM codes work with popular analytic tools to help you make determinations about your social media campaigns. Codes that are attached to links posted on social media afford a number of tracking options, including the name of a campaign, the source, and the medium used. You can then use this information to establish which campaigns have garnered the highest number of visitors, as well as where these visitors are coming from.
Thanks to the variability of UTM codes, they provide an invaluable service to frequent users of social media. In addition to the above methods, UTM codes can also be used to track revenue, which can be exceedingly helpful if you are publishing a multitude of links on a daily basis.
Working With UTM Parameters
Once you’ve gained a general understanding of UTM codes and how they function, you can begin working with UTM parameters. There are three main UTM parameters and one optional parameter that can be used for link tracking. They are:
- Campaign Name– Campaign name indicates your specific site or marketing endeavor.
- Source – This parameter identifies the source from which traffic is originating. Examples can include search engines, web site, social media, etc.
- Medium – This refers to the method used to make contact, such as cost per click or email marketing.
- Content (optional) – The content parameter points to what type of link was published (logo, text, etc.)
How to Apply UTM Codes to Links Published on Social Media
URL length is a concern with many social media platforms that can complicate the use of UTM codes. While there are options for shortening URLs to a more manageable length, these may have unintended consequences. Accordingly, effectively using UTM codes will vary depending on which social media platform you are using.
For instance, with Facebook it is recommended that UTM codes are only used in posts. Making use of the full URL is preferred with profiles or your page’s short description, since these often contain vital information. With your page’s short description in particular you run the risk of a lengthy URL being cut off due to the 160 character limitation. Conversely, Twitter offers ample opportunity for use of UTM codes, with the only restriction being your profile’s main website link.
Take Full Advantage of Social Media
Getting the most out of social media marketing endeavors requires taking full advantage of all available tools. When used in conjunction, UTM codes and analytics tools can afford a real-time perspective on just how well your marketing efforts are working.