Entering 2023, those with experience in online marketing probably already know that analyzing consumer behavior using in-depth data to apply it to marketing campaigns is one of the most challenging tasks that most novice marketers face.
Many people may have heard or are familiar with UTM, but don’t know how UTM is important or related to the marketing process. Therefore, in this article, we will take everyone to delve into and understand UTM, which is a basic tool for doing Website / Landing Page Tracking, more closely. If you’re ready, let’s go.
What is UTM?
What is UTM? In fact, UTM stands for “Urchin Tracking Module”. In the online marketing process, UTM is responsible for helping to check where people clicked links from or what is called viewing Traffic (website traffic). It does this by adding parameters as variables to the end of the URL that you want to track to take the values and analyze them in Analytics Tools such as Google Analytics 4.
Those who still can’t imagine, try looking at an example of a link with UTM below.
https://yourwebaddress.co.th/landingpage?utm_campaign=socialmedia&utm_medium=social&utm_source=facebookspan”>https://yourwebaddress.co.th/landingpage?utm_campaign=socialmedia&utm_medium=social&utm_source=facebookspan
As you can see, when you add various variables, the URL becomes much longer than usual.
What parameters are used for UTM Tracking?
Basically, doing UTM Tracking involves choosing different Parameters to be able to track information from which channel, how, or what campaign. It depends on how each person uses it. You just need to choose the right Parameter values. There are a total of 5 values.
Concluding Remarks
Those who are just starting to study UTM may wonder, then can’t Analytics tools like Google Analytics 4 see these traffic details at all? It must be said that Analytics Tools can see it too, but it is necessary to add UTM to make it look more complicated because it can help marketers see performance from a broader and more detailed perspective. In short, if you want your marketing analysis to be accurate, learn and start using it now, and it will definitely help improve your marketing results.
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