![]() Meaning, if you’re not actively using parameters to differentiate between traffic sources, by using UTMs, you’ll only see a fraction of what you actually could when it comes to determining which sources and campaigns are driving the best results and bringing in high-quality PPC leads. Well, unfortunately, these results can get muddled pretty easily because, in reality, direct traffic comes from a range of sources such as your website’s address, bookmarks, email, messengers, and much more. So, why should I worry myself with UTM metrics? You may be thinking: my direct traffic is great! Google Analytics says so. We’ve put together a comprehensive UTM parameter best practices guide that'll prepare you to use UTMs in your campaigns and unlock performance metrics. However, that's only if you don’t know what you’re doing. ![]() Well, simply put, it is because they are considered difficult to use. So, why isn't their power taken advantage of by all marketers? Naturally, you must be thinking that they sound great. Armed with this, you’ll be empowered to make highly informed, data-driven decisions for your marketing campaigns and ROI. UTM parameters are extra pieces of information that you can attach to the end of the links used in your ads and campaigns. ![]() UTM, an acronym for Urchin Tracking Module, is a parameter that allows you to accurately track traffic from outside sources, making them extremely useful when it comes to tracking the success of your digital marketing campaigns. ![]()
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