Using UTM Parameters to See Where Your Traffic is Coming From
Everybody wants to understand exactly the impact their campaigns have on their site and traffic and that is a good thing, the more you know the better prepared you are to scale what works and discard what doesn’t. In-depth data on your campaign performance is critical, and if you set everything right you will now be able to see exactly where your traffic is coming from, be it a group, a page, a wall, or any other social media source.
We have implemented a way to auto-generate data in your campaign as tokens that you can use in your links. This is used with UTM parameters and it requires you to have a Google Analytics account, you will see all the details in there.
Here are a couple of great ways you can use UTM parameters to your advantage:
- Split test Campaigns in SM Tasker and see what campaign generates more traffic.
- Split Test Posts type and Post descriptions.
- Get an idea of where and what platforms generate more traffic.
- Use this to know which groups don’t send any traffic and remove them from your campaigns entirely.
As you can see, you can do almost any split testing using UTM parameters. Recognizing your traffic and where it’s coming from will help you improve your campaigns and save you time while doing it.
Tokens that you can use in SM Tasker:
Before I show you how easy it is to use these tokens, let’s first see where they are and what they mean. You can write them by hand as well, however for easier usage, you can just click on the corresponding token in SM Tasker, you can find the button in the What To Publish tab like in the image below:
(Screenshot showing the CAMPAIGN –> What To Publish –> TOKENS List)
[CAMPAIGN_NAME] = This is the name of your Campaign.
[CAMPAIGN_TAG] = The tags of your Campaign.
[DESTINATION_NAME] = The name of the group, page, or account.
[DESTINATION_TAG] = The tag of your group, page, or account.
[DESTINATION_URL] = The Destination URL.
[PLATFORM] = The platform that you are publishing on.
As you can see, the tokens are pretty straightforward and easy to understand.
You will notice one more in the list [DESTINATION_NAME_ORIGINAL] that is not a token for the UTM parameters but is used to add the name of the group, page, or account to your post so we can skip it for now.
What are UTM Parameters:
To put it simply, UTM Parameters are tags that you can add to your URL. When someone clicks your link, the tags that you have added will be sent back to Google Analytics.
UTM parameters are used to compare different traffic sources from a link. First, let me explain to you how the tag works and how to use it.
In this example, we will be using https://www.pinterest.com/. In order for us to do this, we need to follow the correct format of the UTM Parameter.
The format would be:
After your URL you add the “?” symbol to initialize the UTM Parameters if you have a regular link, if your link isn’t regular and already has URL variables, then you can start with the “&” symbol as the “&” symbol lets you add more variables into an URL. Make sure you separate each parameter using the “&” symbol like in the example.
- utm_campaign = This will identify your campaign in google analytics when you click All Campaigns under the Acquisition Link.
- utm_medium = This is usually used for banner ads, links, and in this case the type of platform you are using.
- utm_source = Here you can see the actual source of the traffic for your links.
There are more UTM parameters you can use, but these are the three parameters that you will be using most of the time. If you want to learn more about the other UTM parameters, you can visit Google’s URL builder.
We’ll be talking mostly about how to use these parameters in SM Tasker, but if you want to learn more about them here’s a great tutorial from Kristi Hines.
How To Use UTM Parameters and Tokens in SM Tasker:
If you already have a destination list and a campaign created just go to the What To Publish tab. You can see the ADD TOKENS button in the ADD POSTS tab and the Clickable Image Posts tab. It also works in the RSS feed if you want to manually add it. So, you can basically add this with all your posts, in case it doesn’t work somewhere it just won’t show anything and will not break your URL.
The ADD TOKENS link will help you quickly create your link, you will have to manually create it though, and add it to the post, you have the above example that works quite well:
https://www.pinterest.com/?utm_campaign=[CAMPAIGN_NAME]&utm_medium=[PLATFOR M]&utm_source=[DESTINATION_URL]. You can create your own custom UTM URLs tough and this doesn’t work only with analytics, it works with anything that has UTM parameters tracking capabilities.
After you create your post, just click the ADD TO POST LIST button so that your post will be added to the Post List tab. Lastly, just let your campaign run by clicking the Start Publishing button on the Overview Tab.
NOTE: utm_medium is a required parameter so in case you create your own custom URL you should keep that in mind.
Wrapping it up:
I hope this tutorial helps you improve your campaigns by getting more information about the traffic you are getting using SM Tasker.
Start experimenting with the UTM Parameters now and let us know how it goes or if you have any improvements in mind.