Crucial aspects of being a great marketer are being able tomeasure your successandmeasure your impact。无论您使用哪种指标,您都希望向老板(和公司)证明您值得盐。bob全站app

You deserve your budget — and maybe need more of it — and you deserve to dedicate time to the marketing activities that work. Building UTM codes that track your campaigns' success is the best way to prove it.

→ Free Download: Free Marketing Reporting Templates [Access Now] In this blog post, you'll learn what UTM codes are, how to use them, and how to build them in bothGoogle Analytics(分析)和HubSpot

UTM codes are also known as UTM parameters — or tracking tags — because they help you "track" website traffic from its origin.

现在,您可能会在想,“ Ginny,我有HubSpot,所以我已经知道我的网站流量是否来自Google,电子邮件,社交媒体和类似的营销渠道。知道?”

HubSpot Marketing Hubprovides you with these high-level sources of traffic, but UTM also helps you drill down into specific pages and posts这些流量来源。

UTM Code Example

If you're promoting a campaign on social media, for example, you'll know how much traffic came from social media.

Building a UTM code, however, can tell you how much of that traffic came from Facebook or even a particularposton Facebook.

Here's an example of a URL with its own UTM code highlighted in orange at the end of the URL below:

//www.eigoj.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost &utm_medium=social&utm_source=facebook

在上面的示例中,您要说的是,一旦单击此链接的人流量出现,流量应归因于Facebook。“媒体”是社交媒体,而“来源”是Facebook。

在上面的问号之后添加这些代码片段不会影响页面上的任何内容 - 它使您的分析程序知道有人通过整个营销渠道内的某个来源到达,这是特定活动的一部分。

UTM Tracking

UTM tracking entails adding a UTM code, a snippet of code, to the end of a URL in order to track the performance of your marketing campaigns and content as well as your website's traffic sources.

UTM Tracking Best Practices

以下是创建和使用UTM跟踪URL时要记住的一些最佳实践:

  • Make your URLs and links are consistent, clean, and easy to read (you may create a standard for link tagging/UTM parameter guide to ensure consistency here).
  • 保留UTM链接的列表,以便团队中的每个人都知道当前存在哪些标记链接。
  • Connect UTM tracking to your CRM (like HubSpot) to gain insight into how your bottom line looks.
  • Be specific with your URL UTM parameters so your tags clearly state what you're tracking and where.
  • Stick with all lower or upper case — UTM codes are case-sensitive.
  • 保持名字简短但描述性(例如“美国”与“联合国家”)。

UTM参数示例和用例

UTM代码可以跟踪该媒介中的介质和源。它变得更加灵活的是您用来描述该来源的语言。也许您想将网站流量归因于社交网络,一种类型的内容,甚至是网络上广告的确切名称。

Here are the five things you can track with UTM codes and why you might track them:

1.运动

基于广告系列的跟踪标签将您分析中一个广告系列中的所有内容分组。下面的示例UTM代码将帮助您将网站流量归因于您托管的20%折扣促销的一部分链接。

例子:utm_campaign=20percentpromocode

2. Source

A source-based URL parameter can tell you which website is sending you traffic. You could add the example code below to every link you post to your Facebook page, helping you to track all traffic that comes from Facebook.

例子:utm_source=Facebook

3.中等

This type of tracking tag informs you of the medium that your tracked link is featured in. You can use the example UTM code below to track all traffic that comes from social media (as opposed to other mediums, like email).

例子:UTM_Medium = SocialMedia

4. Piece of Content

This type of UTM code is used to track the specific types of content that point to the same destination from a common source and medium.

It's often used in pay-per-click (PPC) campaigns or with two identical links on the same page, as shown in the sample UTM code below.

例子:utm_content = sidebarlink或utm_content = headerLink

5. Term

A term- or keyword-based tracking code identifies the keywords you've paid for in a PPC ad. If you pay for a Google Ads campaign to rank under the keyword, "marketing software," you might add the following UTM code to the end of the link you submit to Google to run this ad.

例子:UTM_TERM =营销+软件bob电竞官方下载

The best part about UTM parameters is that you can make any combination you like of these codes — use the bare minimum (campaign, source, and medium) to track all of your links, or use all of them to get super specific about your tracking.

Clearly, you can use a combination of UTM parameters in lots of ways:

  • Track the success of certain marketing initiatives.
  • See how well your social channels promote your content versus when your followers promote your content.
  • 测量客人发布推荐流量的有效性。
  • Track the same piece of content across multiple marketing channels.
  • See where most people click on your internal links in a blog post.

好的,所以您使用UTM代码...但是您如何设置它们?这很简单。

Below are instructions for setting up andmeasuring UTM parameters在Google Analytics和HubSpot中。

如何在Google Analytics(分析)中构建UTM代码

Here are the steps involved in building UTM codes in Google Analytics.

1. Open Google's Campaign URL Builder.

There are three different types of tracking tags you can create in Google, two of which help you track traffic to new apps on app marketplaces. You'll be using theGoogle Analytics Campaign URL Builder- 此列表中的第三个选项。

2. Fill in each link attribute in the following form.

访问上面链接的页面,然后单击链接以查看此URL构建器。然后,您将看到下面显示的UTM构建器。将URL,活动,源和中等信息添加到各自的盒子中。

How to build UTM Codes in Google Analytics: Fill in each link attribute in the following form.

3.使用营销活动中的链接。

如果您想缩短它,您需要一个类似的工具bit.ly...或者,如果您是HubSpot客户,请使用HubSpot的URL构建器。

how to build UTM codes in google analytics: Use the link in your marketing campaign

4. Measure your success.

If you already have Google Analytics set up for your site, Google will automatically track incoming campaigns. Like in HubSpot, you can access them under "Audience," then "Sources," then "Campaigns." Click on each campaign to view the source and medium.

如何在Google Analytics(分析)中构建UTM代码:衡量您的成功

And that's it — you'll have custom tracking codes set up and running in no time! In a few weeks, you'll be able to make a case for what you need because you'll have the right metrics available.

How to Build UTM Codes in HubSpot

这是您在HubSpot中构建UTM代码的方法。

1. Navigate to your Analytics Tools.

In yourMarketing Hubdashboard, select "Reports" on the top navigation bar. Then select "Analytics Tools" in the dropdown, as shown below.

How to Build UTM Codes in HubSpot: navigate to your analytics tool

2.打开跟踪URL构建器。

In the menu of analytics tools that appears, look to the very bottom-righthand corner. You'll see the option, "Tracking URL Builder." Click this option at the bottom of the page, as shown in the red box below.

How to Build UTM Codes in HubSpot: open the tracking url builder

3.打开跟踪URL表单以创建新的UTM代码。

每当您创建一个至少包含一个UTM代码的Web广告系列时,您都会看到以下页面上列出的此广告系列。

This page outlines a tracking tag's source, medium, term, content, and creation date, which you can see along the bottom of the screenshot below. Click "Create Tracking URL" in the top-righthand corner.

如何在HubSpot中构建UTM代码:打开跟踪URL表单以创建新的UTM代码

4. Fill in each attribute of your UTM code and click "Create."

以出现的形式填写URL,活动,源和中字段。如果您想添加内容和术语,则可以在此表单的底部两个字段中这样做。完成后,您会看到一个橙色的“创建”按钮在底部可用。

单击它,HubSpot将将您的UTM代码记录为一个新广告系列,此链接将准备在您想要跟踪流量的任何网页上包含。

如何在HubSpot中构建UTM代码:填写UTM代码的属性,然后单击创建

5. Use the shortened link in your marketing campaign.

How to Build UTM Codes in HubSpot: use the shortened link in your marketing campaign

6. Measure your success.

您可以在“其他广告系列”下的流量分析仪表板中跟踪UTM参数,如下所示。单击单个广告系列以分解源和媒介。

如何在HubSpot中构建UTM代码:衡量您的成功

As you can see in the second image, below, the name of the campaign appears to the left — based on the text in the UTM code you created — with the traffic from people who used each URL to arrive at your campaign's main webpage.

如何在HubSpot中构建UTM代码:衡量您的成功

Start Creating UTM Tracking URLs

Use the steps, best practices, and tools above to start creating and using UTM tracking URLs so you're able to track the performance of your marketing campaigns and content.

Editor's note: This post was originally published in September 2013 and has been updated for comprehensiveness.

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出版2021年8月20日12:45:00点,乌利希期刊指南ated August 20 2021

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