A great way for marketers to apply what they learn from UTM tracking is to use it to track the buyer’s journey. Using the example above again, the UTM parameters can show you which platform (ActiveCampaign) brought prospective customers to the site, which medium the source used to lead them there (email) and which hyperlinked content items ultimately led them to your proposition (first site link) within a campaign (UTM article). If I was using paid media to promote my UTM article campaign, and I had a primary keyword, I wanted to track, I’d use the utm-term too (UTM tracking).
Not only do tracking tags give you a bird’s eye view of the buyer’s journey, but they also create a simplified system to measure overall marketing effectiveness. This helps you concentrate more budget on high-performing links and sources when structuring future campaigns.
You can create UTM tags yourself, but it can be fiddly. To save you time and effort, here’s a builder you can refer to when you need to create your UTMs.
Go ahead and bookmark this page for easy access to our UTM tracking code generator.
While the process itself is pretty simple (when you get your head around it), it can get finnicky if you don’t implement a couple of simple ‘rules of engagement’. You see, UTM tracking has a few little quirks you want to know about before they slip you up.