UTM Link: Definition,

Function and Examples

What is a UTM Link?

This is a section or code on a site URL that can identify the source of traffic, the full name of UTM itself is ‘Urchin Tracking Module’. With this one link detail, we can more easily understand campaign performance.

If the UTM link is implemented correctly, we can better understand customers. Furthermore, marketing strategies or techniques can be made based on customer preferences. This is certainly very essential to increase business sales opportunities.

What are the Functions of UTM Links?

Not all techniques in marketing campaigns can provide satisfactory results for business. We need to know which elements are promising for business benefits. Using UTM links is one way that can be considered to identify better campaign performance.

I myself use UTM links for every marketing campaign. The function of this link section is actually quite diverse from what I get. The following is a complete discussion of the UTM link function:

1. Deepening Customer Exploration

From the UTM link, we can find out how users behave, for example, activities on certain channels. Understanding user behavior itself is very important to make campaigns more relevant. Although not directly, we can understand what the customer’s habits are like.

After knowing and developing the information, we can readjust the marketing techniques from the aspects that have been obtained. Efforts like this can re-ensure that the marketing implemented is effective.

2. Understanding Campaign Performance

For marketers, the use of UTM links can make their work easier. They can easily track how reliable a particular marketing campaign or link is. If this UTM is used on a link, then the source of traffic, the number of clicks and what users do after clicking the link can be understood.

Traffic source means where the traffic comes from. The source can be from marketing emails, ads, certain social media and so on. So, we will no longer be confused about which channel is actually the best at attracting traffic. If UTM links are not applied, we may have difficulty understanding the source of the traffic.

3. Campaign Budget Efficiency

If we already know which parts of the campaign are less effective and relevant, we don’t need to use too much budget on that part. To know which is effective and which is not, UTM links can be relied on. We can optimize effective elements for more efficient budget use.

4. Deepen Conversion

For conversion analysis needs, UTM links can also be relied on. You can understand how optimal the related link provides conversions in addition to knowing how many times the link has been clicked. For marketing management, of course, this kind of analysis is very important.

5. Helps Customize Content

UTM links allow marketers to know customer behavior, especially those who have clicked on links on the platform. From customer behavior information, the content presented can be made more relevant to customer behavior or needs.

6. Helps Reporting Tasks

Not only helping to adjust campaigns, the benefits of UTM links include helping with reporting. There is a lot of diverse data that can be obtained from the implementation of this UTM for further use by the analysis team. The wealth of data can ensure that reports have a deep essence.

A good report will help make wiser decisions because it is based on accurate and complete information.

7. Helps Monitor Multiple Campaigns

Businesses usually rely on several campaigns at one time. To make it easier to monitor several of these campaigns, UTM links can be relied on. UTM implementation can help marketing monitor performance not only on one campaign but also several others efficiently.

How to Create UTM Links?

You can rely on certain tools, such as UTM tools from Google Analytics. Other options include Hubspot, SEMrush, and so on. For beginners, Google tools can be relied on to create UTM link examples, here are the steps:

1. Access the GA tools site page

Go to the GA (Google Analytics) Campaign URL Builder web page. You can see a complete display of several columns and information about each parameter at the bottom.

2. Filling in the columns

You need to fill in each column completely and in detail. Fill in the site URL, various parameters, and others. If everything has been filled in, the tool will generate a UTM parameterized URL.

3. UTM Testing

If you have found a UTM link, you can copy it and open a new tab/Window. Check the URL and make sure it leads to the right page and has UTM parameters installed.

If it has been tested, implement it correctly in the campaign. You can monitor campaign performance through Google Analytics to ensure it is effective or not. How to do it? Go to Acquisition, then select the Campaigns section. There you can understand the details of traffic sources, their effectiveness and mediums.

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