Has your dispensary website’s traffic increased recently? It’s likely a sign that your digital marketing efforts are working. But how can you know where exactly your site’s traffic is coming from?
UTM (Urchin Tracking Modules) parameters are tags that you can attach to the end of URLs in order to make them trackable. By attaching UTMs to your URLs, you can gain a better understanding of how visitors are interacting with your website. You can also gain a better understanding of where your site’s traffic is coming from and which digital marketing initiatives are driving it.
How can you create trackable UTM tags to help you keep tabs on your site’s traffic? Keep reading to find out!
Types of UTM Parameters
Not all UTM tags are created equal. There are 5 different kinds of UTM tracking parameters that all provide different information about the way a visitor interacts with your website or associated content.
This parameter tracks the source of the incoming traffic. It will inform you which website a visitor is coming from so that you can better understand a page’s traffic sources.
This parameter identifies the type of link that was used to reach your dispensary’s website. For example, it may indicate that the traffic came from a social media link, a newsletter link, or a CPC (cost-per-click) ad link.
This parameter identifies the specific elements that were used to reach your website. For instance, traffic may be identified as coming from an embedded text link, a banner ad link, or a popup link.
This parameter can be used to track the specific SEO terms and keywords that your site’s traffic is associated with. Term tracking can provide valuable insights into which SEO terms you are successfully ranking for and which SEO terms are successfully pulling organic traffic.
Lastly, this parameter can be used to track the specific marketing or promotional campaign that your site’s traffic is being generated by.
Using a combination of these 5 tags will help you to gain valuable insights into your website’s traffic sources. It will also indicate which campaigns are working and which are not. But how are these tags actually created and tracked?
Creating a UTM Code
Now that you are familiar with the different types of UTM parameters that you can create, let’s take a look at how to create a UTM code.
The simplest way to make use of UTM parameters is by creating them using Google Analytics.
Google’s Campaign URL Builder will allow you to generate links with a custom UTM code. Once the UTM is generated and applied to your site, it can be tracked through Google Analytics.
There are also other tools that can be used to generate UTM tags. One such tool is Hubspot’s Tracking URL Builder. UTMs generated using Hubspot’s tool can be tracked using their traffic analytics tool.
However you choose to generate them, don’t forget to apply them to your links before trying to track them!
Best Practices For Creating UTM Parameters
There are a few things you should keep in mind when creating your UTM parameters.
Try to avoid using super long UTM tags.
Developing a naming system will make it easier to track your tags and to understand the corresponding data. Shorter tags are more convenient for linking. Plus, keeping your UTM links shorter will make them more user friendly. Take some time to develop an easy-to-understand UTM structure and apply it consistently.
You should also take care to avoid tagging internal links. UTMs should only be used to track external traffic. Applying them to your internal links is not only useless, but it can also cause confusion when it comes to reading and interpreting data.
Additionally, when generating UTMs, try to avoid using spaces. UTM tags are not designed to use spaces. If a space is entered, it will appear as “%20” in the final URL, making it messier and harder to both read and link.
Lastly, remember that UTM tags can be applied in the physical world as well. You don’t have to limit your UTM tracking to digital traffic. UTM URLs can be placed on printed flyers, posters, and other written material in order to direct traffic to your website. The UTM tag will help you differentiate between traffic coming from your physical marketing materials and the traffic coming from your digital marketing campaigns.
We use UTM codes as part of our revenue attribution model so we can see which ads lead to what sales.
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