Preamble: What is a UTM?
These are parameters that are placed at the end of a URL in order to identify and track traffic from your campaigns, particularly in Google Analytics.
No tool is required to create them; you simply need to add UTM tags at the end of a link. There is, however, Google’s URL Builder tool, which lets you do this more quickly. Webmecanik Automation also allows you to build your links simply and automatically from the software interface.
The UTM tag is made up of 2 elements: the parameter and the value. The parameter being utm_source and the value being facebook, for example.
There are 4 basic parameters that you can configure, the first 2 of which are mandatory:
- utm_source : for example: google or facebook.
- utm_medium : this is the medium, such as email or social networks
- utm_content : campaign content, used to differentiate ads or links that point to the same URL.
- utm_campaign : name of the marketing campaign.
This will help you understand the results of your marketing actions so you can improve them. With UTMs, you move to a more advanced level of measurement and analysis.
How can you view UTMs in Google Analytics?
Google Analytics allows you to track interactions on these UTM-tracked links by going to the Acquisition menu and then Campaigns in your Google Analytics account. There, you will be able to see the number of visits generated on a URL by your campaign!
Setting up UTMs in Automation emails
It is now very easy to add UTM tracking to links from your emails sent by Webmecanik Automation. To do this, create a new email.
In the right sidebar, at the bottom, you have an area where you can fill in your UTMs. For example, let’s choose Webmecanik as the source, email as the medium, and tutorial as the campaign name.
Launch the generator, edit your content, and add your links as usual. Nothing could be simpler.
Conclusion
Feel free to watch and rewatch this tutorial when you start sending emails from your marketing automation platform. Also find all our other tutorial videos by subscribing to our YouTube channel!
