The holidays are coming, the mood is, of course, “New Year’s”, there are so many beautiful things around: puddles, mud, fog [D] “class =” wp-smiley “/> At least in Nainital And if you do not, and the snow lies, you are very lucky!
And I’ll just leave it here, and suddenly.
Nevertheless, the calendar quickly replaces day after day, and Christmas with the New Year is very close. And with them – and advertising campaigns. To their preparation, they usually approach responsibly and in advance in order to obtain the maximum exhaust. Another thing is to measure this exhaust.
The simplest and right way to track is utm tagging, which is already familiar to many. Nevertheless, a few words about him. Next will be an interesting way to use it, which not all pros know about.
UTM tagging – what and how?
Source is the source of the transition to the site, for example, in regular Google Analytics reports it can be google, yandex, vk, any Another site.You are free to choose any option for tagging.For example, blog.
Medium – the channel by which you were referred to. Again, in the Analytics reports there are such channels as organic, referral, Email, etc. I generally just click for this parameter.
Campaign is a unique campaign name that you want to track with this utm tagging, for example, vk-add, utm -tagging-post, regex.
- term – the keyword used in the campaign.
- content – the content of the campaign.
For example, within a single campaign there may be several links with different content.
To each parameter is added utm_ … =; Parts of the tagging are separated from each other by the sign & :
Here is a link to the Google tool, with which you can easily zaghegat their links –
Basically, the theory is over. Now, specific applications of tagging in advertising campaigns.
Situation 1: tagging existing page addresses
For example, you post articles about your grandiose sales on partner blogs. It is necessary to find out from which blogs the largest number of buyers will come. To do this, add utm campaign parameters to each link. For example:
- seo-blog &
- post &
- = promored-blog
But you might think: without parameters, you can track these transitions by looking at the referral report. And you will be right. In this case, we are talking only about the convenience of reporting.
But here’s another example of tagging an existing page. Suppose you are advertised in the same blogs, but there are 2 types of ads on the page of each blog: one – as a link in the article, the second – in the form of a banner in the sidebar. Here it is necessary to understand which position of the link will bring the best result. Therefore, we tag the same URL in different ways:
Situation 2: Tracking the non-existent page address
Here from this moment in more detail. Once I heard on the radio advertising, which said “… find out more about our wonderful offer on our website: www.nashsite-point-by-buy-slash-offers-slash-something-there.” That’s it, “something’s there.” And why? Because I have no idea what was there. I heard this advertisement several times and never once could clearly hear and understand where I was looking for this super profitable proposal. I just imagine the marketers who sat and missed, propping their chins with their hands in anticipation of at least some shift in the number of site visits and conversions. An-no, no one got to these jungle.
Or another example. You sit in a cafe, and the menu says: we have a 10% discount for those who subscribe to our newsletter (well, for example). Not bad, but you need to go to the subscription page. And the page in the egg, the egg in the duck, the duck in the rabbit … is already boring.
The bottom line is that people do not want to waste their time and bother with long searches for the right page. They need to provide the shortest path. For example, site.ru/cancel. And for this you do not need to actually have such a page on the site, it’s enough to put a redirect on it on the site.
A redirect from such an address can be made on any page, and it is already tracked. To be clearer, here is an example: you have English language courses to prepare for the IELTS exam, and you use several offline resources for their advertising: a magazine, billboards and advertising in the metro. The final URL is the same for you: site.ru/english-courses/ielts.html. What are we doing? In each advertisement we write a unique short address, which in reality is not on the site:
- Journal – site.com/magazine
- billboard – site.com/board
- Metro – site.com/tube
These are just examples, you can enter them in English. Next, we will redirect each of these virtual pages to the main one, but with different tagging:
Thus, we are able to track visits and conversions from each narrow source.
Where to find statistics on UTM campaigns
Log in to your Analytics account -> Traffic sources -> Campaigns and here you can see each campaign in a section.
I think you still have plenty of time to try out this kind of tracking of your campaigns. Well, or continue to do it