Urchin tracking modules (UTMs): Making sense of your web traffic

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SEO | Digital PR | Web traffic

You’ve set up Google Analytics and you’ve set some goals to make sure your website helps generate business leads. Well done you! All that’s left to do is make sense of your report and see where your traffic is coming from. That way you can figure out which of your marketing tactics are working… Time to go back down the rabbit hole.

By Kirsty McMahon, junior account manager

As I explained in my last blog post, understanding what is from where in your Google Analytics reports is tricky. However, there is a very simple solution — Urchin Tracking Modules (UTMs).

A UTM is a modified URL link to your website that you can use to link back from social media posts, press releases or other marketing material, which will change the way traffic from these links appears in Google Analytics. So, instead of being a long list of indecipherable sources, you get a neat list that tells you what article, tactic or campaign generated the traffic.

There are several ways to easily generate UTMs. The original method is to use Google’s own campaign builder tool.

The easiest is to add a Google Analytics UTM tracking URL builder extension to Google Chrome. Just copy and paste my previous sentence into Google and you will find there are loads to choose from. Then, you just need to go to the page you want to link to, click the extension symbol, fill in the wee form that appears and copy the link it creates.

Alternatively, you can use a really nifty tool by Cardinal Path that will let you generate and save all of your UTM links in one Google document, so you can keep track of your campaigns. Check it out HERE.

We use loads of tools and tricks like this to help our clients get the most out of our digital PR campaigns. Want to know more? Email me at kirsty@stonejunction.co.uk or call +44 (0)1785 225416.

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