UTM Parameters: Functionality and Setup
Content:
- Why UTM tags are important for emails?
- How are UTM Tags Structured?
- How to set up UTM tags in Markeaze?
Why UTM tags are important for emails?
Using UTM tags in emails is crucial for effective digital marketing and analytics. UTM (Urchin Tracking Module) tags are simple code snippets added to the end of URLs in your email campaigns. Here's why they are important:
- Enhanced Tracking and Analytics: UTM tags enable you to track the performance of links in your emails. By analyzing which links are clicked most often, you gain insights into your audience's preferences and interests.
- Campaign Performance Measurement: UTM tags help in distinguishing which email campaigns are driving traffic and conversions on your website. This data is vital for understanding the effectiveness of different marketing strategies.
- Detailed Audience Insights: With UTM tags, you can track the behavior of users after they click through from your email. This includes pages visited, time spent on the site, and actions taken, providing a deeper understanding of your audience's engagement with your content.
- ROI Analysis: By tracking conversions and sales from email links tagged with UTM parameters, you can accurately calculate the return on investment for your email marketing campaigns.
- A/B Testing: UTM tags are essential for A/B testing different elements of your email campaigns. By using different tags for each version, you can analyze which variations are more effective in driving traffic and engagement.
- Customization and Personalization: UTM tags allow for more personalized marketing efforts. By understanding which content resonates with your audience, you can tailor future emails to better meet their interests and needs.
- Integration with Analytics Tools: UTM tags are seamlessly integrated with tools like Google Analytics, making it easy to view and analyze your data in a comprehensive way.
How are UTM Tags Structured?
A UTM code can include five parameters. The first three are mandatory, while the last two are optional. (If the third parameter is not specified, the last two will not be counted.)
| Parameter | What It Means | Example Markup |
|---|---|---|
| utm_source | Campaign source. This is usually where the user came from, like social networks, organic traffic, email campaign. | social, email, referral |
| utm_medium | Traffic type. Specify your source: for example, which social network the user came from, or which specific email campaig the tag is in – a promo or an automated email | cpc, promo, partners |
| utm_campaign | Campaign. Typically, this indicates the specific page, post, or letter from which the user made the transition. | blackfriday, 11-24-2023 |
| utm_content | Link content. Helps differentiate links within the same page. For example, attach one utm_content to a link in the header and another to the same link at the bottom of the page. This way, you can assess which link got more clicks. | red, top, footer |
| utm_term | Term. A parameter marketers use in paid PPC campaigns. Helps identify which keyword led to a conversion. | buy-apple, doors-la |
How to set up UTM tags in Markeaze?
- Go to the email and enter the email settings section (the second icon from the bottom on the right panel), then go to the UTM parameters tab.
Fill in the necessary parameters in the fields. If you don't need certain tags, leave those fields empty.
Setting up UTM tags
