The digital world enables us to reach our customers online via any channel with the appropriate advertising material as never before. Be it via professional networks and websites or for private use. By placing ads on Google, Facebook, LinkedIn & Co. the clicks of the advertising media can be tracked. However, whether the clicks are for a high-quality target group that meets your own performance goals remains hidden. Campaign tracking with UTM parameters can shed light on this.
What are UTM parameters?
UTM parameters are text codes that are attached to the target URL of your campaign. Here is an example to illustrate this:
Target URL without UTM parameters: https://www.ihrewebsite.de/landingpage/
Target URL with UTM parameter: https://www.ihrewebsite.de/landingpage/?utm_source=google&utm_medium=banner&utm_campaign=trusted_targeting&utm_term=banner1&utm_content=motiv_frau
UTM parameters allow you to track campaigns in Google Analytics. This means they provide detailed information about which campaign performs best, i.e. generates the most high-quality traffic on the website. They also show which links and advertising media brought your target group to your website. These key figures facilitate the comparison between several campaigns and offer a clear measurement of success as well as the possibility of efficient optimization.
Why is a UTM parameter essential for my online campaign?
The use of a UTM parameter in the advertising media allows you to assign your traffic to exactly one campaign, one advertising medium and one target group, as well as to show the bounce rate. Thus, individual marketing campaigns can be made measurable and assessable. It thus creates the necessary transparency of the tracked user numbers, which you would not receive in such detail without UTM parameters.
Campaign Tracking helps you to achieve your performance goals more efficiently and to generate more traffic and pages per visit for your site.
The data you collect in this way helps you to optimize your conversion rate and to better distribute your online marketing budget.
How do I create a UTM parameter?
A UTM parameter can be easily created using Google Analytics or Matomo. Google Analytics offers a simple tool for this on its website.
1. At Website URL the website of your company is entered.
2. At Campaign Source the source on which the ad appears is entered. For example, if the banner is advertised with GoogleAds, Google can be entered there. The same applies to the campaign medium, i.e. the type of advertising medium and the campaign name.
The campaign content and the campaign term are optional.
Important: If you want to insert several words in one line, you should make sure that they are connected with a hyphen or underscore, e.g. trusted_targeting. In this way tracking errors can be avoided.
3. After typing the information, Google Analytics automatically generates the URL with UTM parameters. You can then build this into your ad media or use it as a target URL to track performance.
4. If you want to shorten your link for e.g. social media posts, this is possible using the online tool bitly or TinyURL.
How can I best use UTM parameters for TrustedTargeting?
1. Recommended structure of parameters for TrustedTargeting
When creating a UTM parameter, name either the source (utm_source) or the medium (utm_medium) "TrustedTargeting". This prevents the incoming data from your campaign from being mixed with your other campaigns without TrustedTargeting. This has the advantage that your TrustedTargeting campaign can be viewed separately and allows optimizations to be made to meet your performance targets.
2. Supply UTM parameters to TrustedTargeting together with your advertising media
The UTM parameter can easily be delivered together with your advertising material via the Campaign Creator. This picture shows you where to insert the UTM parameter in the Campaign Creator. Here you also find the direct link to Google Analytics or Matomo to create your UTM parameter.
3. Measuring the success of TrustedTargeting in a comprehensible way
In order to help you achieve maximum success for your campaign, we need Google Analystics reporting on your campaign at regular intervals. Here you can see an example of how Google Analytics reporting looks like.
Your marketing manager will then check the success of your campaign, derive the necessary optimization measures and optimize the campaign according to your success criteria.
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