1 Introduction to UTM Tags

1.1 What are UTM Tags?

UTM tags, short for Urchin Tracking Module, are parameters appended to a URL to track and analyze the performance of marketing campaigns. They provide valuable insights into the source, medium, campaign, term, and content associated with a particular link.

1.2 Why Use UTM Tags?

UTM tags help marketers understand which marketing channels are driving traffic, conversions, and other key metrics. By analyzing UTM-tagged data in analytics platforms, businesses can make informed decisions to optimize their marketing efforts.

1.3 Components of UTM Tags

Source: Identifies the platform or website where the link is placed.
Medium: Describes the marketing medium, such as email, social, or CPC.
Campaign: Specifies the name of the marketing campaign.
Term: Used for paid search keywords.
Content: Differentiates between variations of the same content.

Dimension	Explanation	Recommended use	Example
Source	The referrer of the visit	Always use the name of the ad platform or publisher. For example, if your ad is running on Google, utm_source should be Google	google instagram facebook
Medium	The marketing medium	Be consitent. Google for example sets the medium for all paid search to "cpc" to filter out all paid traffic at once.	cpc cpm email
Campaign	The name of the campaign	Use the campaign name. If you're running a "Winter Edition" campaign, the utm_campaign should be "winter edition"	Winter Edition Remarketing for website visitors Global brand
Term	Keyword used in search ad		shoes sale Shoes for women
Content	The content of the ad	Here, its most important that you understand which ad that it corresponds to when going through your data in Google Analytics.	Red banner All shoes -25%

2. Creating UTM Tags

2.1 Understanding Parameters

When creating UTM tags, ensure each parameter serves a specific purpose. For example, use "source" to identify the origin and "medium" to describe the marketing channel.

2.2 Tools for UTM Tag Generation

Various online tools, like Google's Campaign URL Builder, can simplify the process of creating UTM tags. These tools help ensure consistency and reduce the risk of errors.

2.3 Best Practices for UTM Tag Naming

Maintain a standardized naming convention for UTM tags across campaigns. Consistency in naming facilitates accurate tracking and reporting.

2.4 Setting up UTM tags on Mobal

Visit the "Settings Page" on the botton left side and navigate to the "Advanced" tab and fill in the components accordingly (see table above for guidance). The UTM tag will be saved automatically.

3. Implementing UTM Tags

3.1 Website URLs

Append UTM tags to the end of your URLs. For example:

https://example.com/page?utm_source=source&utm_medium=medium&utm_campaign=campaign

4. Analyzing UTM Tagged Data

4.1 Google Analytics Setup

Configure Google Analytics to capture UTM parameters. Navigate to the "Campaigns" section to view detailed reports on your UTM-tagged campaigns.

4.2 Interpreting UTM Data

Examine the data to identify which sources, mediums, and campaigns are most effective. Evaluate metrics like traffic, conversions, and bounce rates.

4.3 Common Metrics to Track

Traffic: Measure the overall visits from each source.
Conversions: Track the number of desired actions (e.g., sign-ups, purchases).
Bounce Rate: Assess the percentage of visitors who leave without interacting.

5. Troubleshooting UTM Tagging Issues

5.1 Incorrect Tagging

Double-check UTM parameters to ensure they are accurate and consistent.

5.2 Case Sensitivity

Be mindful of case sensitivity in UTM parameters, as "source=Facebook" and "source=facebook" are treated as distinct sources.

5.3 URL Encoding

Special characters in UTM tags may cause issues. Use URL encoding for spaces and other special characters.

6. What Are the Biggest Mistakes People Make with UTM Tags?

6.1 Overcomplicating UTM Parameters

Use of Special Characters
Avoid using special characters that may lead to encoding issues. Stick to alphanumeric characters, hyphens, and underscores.

Unnecessary Long Parameter Names
Keep UTM parameter names concise to minimize the risk of typos and make reporting more manageable.

6.2 Inconsistent Naming Conventions

Establish and enforce a standardized naming convention to maintain consistency across campaigns and teams.

6.3 Ignoring Case Sensitivity

Failing to recognize case sensitivity can lead to inaccurate data interpretation. Ensure uniformity in capitalization.

6.4 Not Educating Teams

Educate teams on the importance of UTM tags and the proper way to implement them to maintain data accuracy.

6.5 Using UTM Tags for Internal Links

Reserve UTM tags for external marketing links. Internal links may distort data and skew analytics results.

By following these guidelines and avoiding common mistakes, you can harness the full potential of UTM tags to enhance your marketing strategy and improve decision-making.