The 3 Essential Questions a UTM Link Can Answer:
When all UTM’ed up, a link should be able to help you answer some basic questions about your web traffic: Where is the traffic coming from? How is it getting to me? Why is it coming to me? Essentially, UTM codes tell the story of how your traffic is coming to you.
Buffer (my preferred social media scheduling tool) has a great blog. This post, dated from 2015, is still very relevant particularly for every SMB owner who may be venturing into web advertising.
By adding a snippet of UTM code to the banner link, the information you receive via your analytics tools is deeply enriched.
UTMs are not restricted to banner advertising – they can be used in pay-per-click advertising and social media links – anywhere you want to track traffic.
Here’s the rub.
All these tid-bits of information are really only useful if translated into actionable insights. And a skilled digital marketer can break down the analytics of a complicated site and translate them into marketing opportunities.
Otherwise, it’s just UTM codes providing numbers. And that’s not often terribly useful.