As a B2B marketer, it’s essential to track the effectiveness of your marketing campaigns in order to understand what’s working and what isn’t. One way to do this is by using UTM codes.
UTM codes (Urchin Tracking Module codes) are small snippets of code that you can add to a URL to track the source, medium, and campaign name of the traffic that is driven to your website. This enables you to see which marketing campaigns are driving the most traffic and conversions, allowing you to make data-driven decisions about your marketing efforts.
In this article, we’ll cover everything you need to know about UTM codes and how to use them in your B2B marketing efforts.
How UTM Codes Work
UTM codes consist of five parameters that you can add to a URL:
- utm_source: This parameter identifies the traffic source, such as social media, email, or a specific website.
- utm_medium: This parameter determines the medium through which the traffic was generated, such as email, banner ads, or organic search.
- utm_campaign: This parameter is the name of the campaign, such as a sale or product launch.
- utm_term: This optional parameter is used to identify the specific term being targeted, such as a keyword or phrase.
- utm_content: This optional parameter is used to differentiate different versions of an ad, such as a banner ad versus a text ad.
To create a UTM code, you’ll need to add a query string to the end of a URL. The query string consists of the UTM parameters and their corresponding values. Here’s an example of a URL with a UTM code:
In this example, the UTM code is tracking traffic from social media (the source), specifically Twitter (the medium), as part of a summer sale campaign.
How to Use UTM Codes in B2B Marketing
To use UTM codes in your B2B marketing efforts, you’ll need to create a unique URL for each marketing campaign you run. You can use a tool like the Google Analytics URL builder to create these URLs easily. Simply enter the URL of the page you want to link to, along with the UTM parameters and their values, and the tool will generate a custom URL for you.
Once you have your custom URL, you can use it in your marketing campaigns as you normally would. For example, if you’re running a social media campaign, you can use the custom URL in your social media posts or ads. If you’re running an email campaign, you can include the custom URL in your emails.
By using UTM codes in your marketing campaigns, you’ll be able to track the effectiveness of each campaign in Google Analytics. Simply navigate to the “Acquisition” section and select “Campaigns” from the left-hand menu. This will show you a list of all of your campaigns, along with metrics such as the number of sessions, users, and conversions generated by each campaign.
You can also segment your data by UTM parameters to get a more granular view of your campaign performance. For example, you can see how much traffic each source generates or how well each medium performs. This will allow you to identify which marketing channels and campaigns are the most effective and make adjustments as needed.
Tips for Using UTM Codes in B2B Marketing
UTM codes are a simple way to track the effectiveness of your digital marketing campaigns. They are snippets of text that you can add to the end of a URL, which allow you to see how many clicks a particular link received, where the clicks came from, and which campaigns are driving the most traffic and conversions.
Here are some tips for using UTM codes in B2B marketing:
- Keep it simple: UTM codes can get long and complex, but it’s essential to keep them as simple and easy to read as possible. Use clear and descriptive names for your campaigns, and use hyphens to
- Use different UTM codes for different campaigns: It’s important to use different UTM codes for each campaign so that you can track the performance of each one separately. This will allow you to see which campaigns are performing the best and make adjustments accordingly.
- Test your UTM codes: Before launching a campaign, test your UTM codes to ensure that they are working correctly. This will help you avoid any issues down the line.
- Use UTM codes consistently: Make sure to use UTM codes consistently across all of your campaigns, so you can accurately track the performance of each one.
- Use UTM codes in combination with other tracking tools: UTM codes are a powerful tool, but they are just one part of the puzzle. Use them in combination with other tracking tools, such as Google Analytics, to get a complete picture of your campaign performance.
By following these tips, you can effectively use UTM codes to track the performance of your B2B marketing campaigns and make informed decisions about how to optimize them for maximum results.