Multi-channel marketing requires thoughtful tracking and measurement. For a single campaign, a marketer will use social media, email, display advertising, search advertising, media buys, and more to drive interest and conversions. All of these online channels result in varying levels of performance. To determine which channel is the most effective, there needs to be a clean and clear way to track results in order to make informed choices on where to spend time and money.
While there are several analytics tools out there, for many, Google Analytics is the go-to tool for tracking and measuring online performance. When using Google Analytics, incorporate UTM parameters into your strategy. The term UTM stands for Urchin Tracking Module and is the format that Google uses to track unique URLs.
Here, I discuss the basics, benefits, and best practices for using UTM parameters in organic search marketing efforts.