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5 Reasons to Use UTM Parameters

December 9, 2023
5 min read

UTM parameters are snippets of code that you can add to the end of a URL to track the source, medium, and campaign of your website traffic. This information can be used to measure the effectiveness of your marketing campaigns and make better decisions about your future marketing efforts.

Here are 5 reasons why you should always use UTM parameters when sending people back to your site:

1. To track your own marketing efforts: When you use UTM parameters, you can see exactly where your traffic is coming from and how it is behaving. This information can help you identify which marketing channels are most effective and make adjustments to your campaigns accordingly.

2. To avoid over-reporting your results: When you don't use UTM parameters, it can be difficult to distinguish between traffic that you generated yourself and traffic that came from other sources. This can lead to you over-reporting the results of your marketing campaigns.

3. To get cleaner analytics: When you use UTM parameters, you can avoid getting "direct traffic" in your analytics reports. This is traffic that comes from people who type your website address directly into their browser. This traffic can be misleading, as it doesn't tell you where the person came from or how they found your website.

4. To track the effectiveness of your campaigns: UTM parameters can help you track the effectiveness of your marketing campaigns by allowing you to see which campaigns are driving the most traffic and conversions. This information can help you optimize your campaigns and improve your results.

5. To collaborate with others: If you are working with other people on your marketing campaigns, UTM parameters can help you track the results of your joint efforts. This information can help you work together more effectively and achieve your goals.

Using UTM parameters is a simple way to improve your marketing analytics and make better decisions about your campaigns. If you're not already using them, I encourage you to start today.

Here are some additional tips for using UTM parameters:

  • Use unique UTM parameters for each campaign. This will help you track the performance of each campaign individually.
  • Use relevant UTM parameters. The UTM parameters you use should be specific to the campaign you are tracking.
  • Don't use UTM parameters for malicious purposes. UTM parameters can be used to track traffic, but they should not be used to track personal information or to track traffic for illegal purposes.

By following these tips, you can use UTM parameters to track your website traffic and measure the effectiveness of your marketing campaigns.

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