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What is a UTM link?
Setting up marketing actions is a good way to develop your business. Measuring and analyzing the marketing actions you implement allows you to know the relevance of the actions you are implementing.
When you share the same link on all your networks, by email, on your business card,... It is sometimes difficult to know who is coming from which acquisition channel. By adding UTM tags to your links, you can track each URL you share individually. This allows you to qualify and quantify each of your campaigns individually.
The purpose of these links is to understand where the traffic that arrives on your destination pages comes from. Highlight the acquisition channels that work and those that generate little or no traffic. But also compare an email campaign to another or a type of post on LinkedIn by offering 2 links with different UTMs.
What comes to mind and the main use of UTM links is for your website. But it can be very interesting to use them for contact forms for example. Have a better understanding of the profile of the person who is completing the form.
Tutorial for building a UTM link
To create a link with UTM there is a Google tool, I invite you to take the tool in hand at the same time to read the article: Google Analytics Demos & Tools!
Complete each of the fields:
- Website url = You include here the link to which you want to refer users. For our example, let's take the link to the quote request form on our site.
- Campaign ID = If you have set up a Google Ads campaign, you can use the ID of your campaign (available on your Google Ads account) to link the link created to the campaign. In our example, we're not doing a paid campaign so there's no need to fill in the field.
- Campaign source = In this field, you must indicate the source of your campaign. From where users will click on the link. In our case we put “blog”, because the link will be accessible from this article. It could be LinkedIn, Google, Facebook, Facebook, Site,...
- Campaign medium = It is the medium or type of link used. Concretely, it is the technique used to bring traffic. Here, it's a simple link so we call it “link.” It can be, “SEA” for your paid campaigns, “post” if it's a LinkedIn post, or “signature” for your email signature. Sometimes the source/medium shade is fuzzy but if you already know the source you will often learn enough.
- Campaign name = Simply the name of your campaign.
So our link is to create: https://www.ourama.fr/recevoir-un-devis?utm_source=blog&utm_medium=lien&utm_campaign=tuto_utm
If you click: 👉 HERE 👈
We will be that the people who land on the page come from this article!
To track performance: Google Analytics
To see how your new link is performing, go to your Google Analytics. On the Traffic Acquisition tab and with the Source/Support filter. You will find your link and have access to all your statistics.
(It takes a few days before the link appears, don't worry).
If you missed our article on the Google Analytics tool Google Analytics!
