Using UTMs will allow you to measure user behavior and conversions for every single campaign.
The best way to connect individual campaigns with user behavior is to add a UTM to every link in the campaign. Doing so gives you concrete data that shows which campaigns convert best—and when you know that, you’ll also know how to craft future campaigns.
Unfamiliar with UTMs or need a quick refresher? Check out our complete guide.
Once you’re ready to create UTMs and apply guidelines, complete the following 3 steps:
Create set guidelines for your UTMs.
Before you start adding UTMs to your campaigns, first create clear guidelines so that you and your team will be aligned. These guidelines will help immensely when you’re naming, adding, and keeping track of UTMs. You can use this template to keep track of the guidelines you set.
Here’s the number one thing to remember: keep your UTMs consistent. Decide how you’re going to tag your sources, mediums, and campaigns. Whether you tag your Facebook source as “facebook” or “fb,” it should always be written the exact same way. If you use more than one name for a source or medium, it’ll be harder to segment them later. Your campaigns, on the other hand, will be different every time; you’ll name those according to their content.
Include UTMs with every link in every campaign.
If you run paid campaigns, add UTMs to the links that appear in them. From now on, you’ll be including UTMs with every link you post in every campaign. Oribi’s UTM builder makes creating your UTMs super easy. After creating a UTM link, just copy and paste it into your campaign wherever you want it to appear—just like you’d do with a “regular” link. For example, in Google Ads, you’ll place your UTM link in the area circled in red below:
When someone clicks a link in your campaign, data will be captured. Later on, by looking at that data, you’ll be able to see which UTMs were responsible for bringing the most traffic or conversions.
Share your UTM guidelines with everyone involved in your campaigns.
Since you want to keep your UTMs consistent, share the guidelines you created in Step 1 with everyone on your team who creates or runs your paid campaigns.
Once you start adding UTMs to your links, you’ll want to analyze them. Head to the UTMs section of Oribi (located under Channels). Then, filter the results by source, medium, or campaign to finally see how each campaign impacts conversions and user behavior.
Here’s an example of what you’ll see in the UTMs section of Oribi:
Use this section to discover which events are being performed by the visitors coming from each of your campaigns and to measure their conversion rates. You may find that some campaigns might bring a lot of traffic but ultimately have low conversion rates. Or you may discover the opposite—that the campaigns with lower amounts of traffic convert well!
Oribi also makes it easy to use your UTMs for other analyses. For example, you can view full marketing attribution for your UTMs, use them to break down and analyze your funnels, and see which UTMs bring visitors to certain pages or buttons.
No matter how you choose to analyze UTMs, they tell you exactly what you need to know to better optimize your paid campaigns.