18 Feb SEE THE RESULTS OF YOUR OFFLINE MARKETING USING UTM CODES
UTM Codes are a great way to see the results of your offline marketing.
Digital marketing may seem like a difficult field to understand, complicated by the presence of on- and offline marketing campaigns, but it’s critical to be able to see the results of your hard work and quantify what’s working well for you [and what isn’t]. If you’re a digital marketing agency like Zebra 360 Online, this becomes even trickier- as we like to be able to show you how our professional digital marketing advice is paying off for you. Today we’re going to let you in on a little trade secret- and that’s how Urchin Tracking Module codes, or UTM codes, can help you do exactly this.
What on earth is a UTM code?
UTM codes, simply put, allow you to link your marketing practices to Google Analytics, which can then tell you where they came from, and even identify the campaign that attracted their attention. One of the most common uses of the tool is through the use of vanity urls for your campaign that then redirect to an URL of your choice. It’s an easy way to see how ‘offline’ campaigns- think TV commercials, newspaper ads and coupons, or even radio ads- are working for you without the need to clutter up your domain with custom landing pages for each of them. Of course, this in turn generates that valuable data you need to know how better to engage your audience. Track specific campaigns and even key words, compare similar ads for best performance and more- simply use Google’s Url Builder, enter those values as parameters, and you’re ready to go. You can tweak these values as you go [say by month that campaign runs], and access all the data you need from the analytics console.
Digital marketing can be significantly simplified by the use of handy extra tools like this. Of course, if you’re baffled at where even to begin your digital marketing campaign, we at Zebra 360 Online are always on hand to help you meet your digital marketing targets and keep you on-trend and up to date.
Here is an example of what a UTM code may look like:
As you see, this is a newspaper ad running in October in the Chicago Tribune and is for a Chicago PPC sale. Going forward it would be a piece of cake to change the month for the campaign, the company I am running this with, and the focus of my sale.
In Google Analytics you can now track your offline campaign without building a whole new website for your vanity URL by looking in the Standard Reporting section, then in Traffic Sources, then Sources, and finally by clicking on Campaigns. In this section you should see the name of your Campaign followed by how well you are doing for a certain ad or strategy. The value and limits to this type of tracking are only limited by your imagination. Now you can tell your client or boss with exact data if their $20,000 radio ad or $10,000 newspaper ad is worth running every month.
For more information on ways to improve your marketing effectiveness, contact the Chicago internet marketing experts at Launch Digital Marketing today!