UTM parameters are tags added to a URL. When your link is clicked, the tags are sent back to Google Analytics and tracked. UTM parameters help you evaluate the effectiveness of your campaigns and identify the best ways to drive more visitors to your website.

Copyblogger contributor Lory Thompson has shared a short guide to using UTM parameters in content marketing.

Thompson says, “UTM parameters are one of the many tools marketers use to attribute conversions to different channels.

Attribution may sound fancy and intimidating, but the concept is simple: it just means figuring out which marketing efforts influenced your conversions.

Attribution is important because content marketers use many different channels to send traffic to our websites. Without attribution, we wouldn’t know which channels actually worked.

Let’s say you sell an online course, and you have three major marketing efforts going on:

  1. You spent last month optimizing your website for organic search.
  2. You just launched your first round of Facebook Ads.
  3. One of your colleagues is mentioning your course in their newsletter next week.

Without an attribution tool, all you’ll see in your reporting platform is the end resultof these efforts — the sessions and conversions that happened after users got to your site”.

The Content Marketer’s Guide to UTM Parameters for Tracking Referrals

Copyblogger

Sharing is caring