You can easily see where you are gaining your traffic just by using the right parameters. To take it all the way, we recommend also watching the webinar on advanced reporting with UTMs in Data Studio.The use of UTM parameters has completely transformed today’s online marketing strategies. Now that you’ve read this far, you’ll be able to tag your email links with UTMs that will give you nuanced and insightful reports. If used, this enables the nuance you need for testing and optimization. The utm_content parameter indicates where in the email the link was placed. This allows you to analyze how your subject line affects open rates and other metrics. The utm_ term parameter indicates the subject line used in the email, enticing the recipients to learn about personalization with us. This is just how email traffic is already indicated in GA’s channel groupings by default. The utm_ medium parameter simply indicates email as the channel. Using one or both of these data points is consistent with how traffic from other sources shows up in your reports. The utm_ source parameter indicates that the email was sent from Autopilot, and that it was sent to blog subscribers. This works because you could also use the same campaign name on other channels where you’re distributing the content. The utm_ campaign parameter indicates that the goal was to distribute content in the month of July. Try UTM.io to make sure your tags are nuanced, by automatically filling the UTM parameters with data from link attributes. And custom parameters help you track data points that are not common outside of your team. For instance, both UTM tags ‘content’ and ‘term’ can help with A/B testing so you can zone in on what your target audience wants. In most cases, skipping UTM parameters means losing out on rich insights that could improve your email marketing initiatives. You can also take control by designing a dedicated tier of permissions for team members. UTM.io lets users preset parameters so that you don’t have to enter information manually. In situations like this, a template can prove invaluable. You can use it to designate a mailing list or name your email marketing tool (ex: mailchimp activecampaign, klaviyo, hubspot). The utm_medium tag should always be ‘email.’ But the utm_source for email varies from campaign to campaign. One common mistake that we see is about confusing medium with source. It can be difficult to stay consistent across the team. Your marketing team will have a variety of individuals with a variety in their level of understanding of your campaigns as well as in their experience with building UTMs. Here’s an example from an online booking and travel comparison site that we anonymized: So for instance, when using a CRM to send your email, the ‘utm_medium’ can autopopulate to uppercase ‘CRM’ instead of ‘email’–which is the best practice (more on this later). The tech is great, but it won’t read your mind or easily sneak into your taxonomy reference. This includes CRMs such as Hubspot or Salesforce, or email platforms such as Mailchimp or ActiveCampaign, automation tools such as Marketo, and also customer engagement tools. Platforms that send out emails create UTMs that will most likely not match the tagging taxonomy you use across your marketing campaigns.Emails are HTML and resemble web pages, so they can also be mistaken for referral traffic.This also prevents GA from correctly identifying email as the source. Emails have strong user privacy protections.A classic example of this is clicking a link on a desktop app such as Outlook. Google Analytics as well as other analytics tools will group your traffic in ‘Direct’ when it can’t pinpoint the referral origin.The following factors contribute to this: Custom channel groupings can see sessions from emails in other channel groups, too. īut in many cases, improper use of UTMs leads to email traffic getting into channel groups such as Referral, Other, or Direct. The result will be a clearer picture of what email marketing campaign yields results. By adding correct UTM links to URLs, you’re giving GA a map that tells it where the sender originates.
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