UTM strategy implementation
Which social network brings you the most visits to your website? Which campaign performs best? Which campaign is limping along? How does my mailing work? Which type of advertising brings in the most users? It’s okay to not know this information off the top of your head for your digital project, but it’s not okay if you can’t find that information within a few clicks, even in your analytics tool.
How to find the answers you need?
The key to finding the answers to these questions is a properly set UTM strategy – that means a link building strategy. It’s important to know which activities, whether paid or unpaid, are delivering the right results. You can move from a basic topology on marketing channel and ad type to a very detailed segmentation of your marketing efforts that will allow for a more accurate PNO calculation, marketing ROI, and other performance metrics.
For example, why not simply sort it all out by the types of marketing activities you do? Campaign, article, Facebook, email… Or, on the contrary, sort your activities by product category into premium, core and subpar?
You can measure all this information for free by customizing Google Analytics and using so-called UTM parameters. You can read what UTM parameters are and how to work with them in one of our articles.
And if you already know you need help with your UTM strategy and don’t have time to study educational resources, let us know.