Updated : Feb 16, 2021 in Not-Supporting

How to configure UTM tags to evaluate SMM performance

Tracking sales in SMM is important. A business understands the value of work when you send it not a faceless amount of clicks on a link, but a specific report with the number of sales.  

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UTM tags help analytics systems track sales. And they do not show the total number of them, but the specific pages, publications, and ads from which the client came. So we can show the result in the report, and then improve it by investing more budget in effective ideas.

What are UTM tags and how to use them

The UTM tag is a tracking module. Almost like a spy bug, which is assigned to the user and collects his data when going to the site. Then, in analytics, we can see how long a person has been on the site, where did he come from and what actions did he perform?


The UTM tag looks like the code that is added at the end of the link.


You need to use UTM tags if there is a site and traffic is being sent to it, for example, from search engines, social networks, other sites, etc. Then you can track the effectiveness of different traffic channels. 

The main reason for using UTM tags is the website traffic analysis. For example, with “Google Analytics”. 


Why do I need UTM tags in SMM?

The main goal of most projects is sales. If we track them according to the customer, we will only know the total number of sales. We won’t know where the people who ended up buying came from. We also wouldn’t know whether the sales came from Social Media, mailing, or from Google.


Instagram, Facebook, and Twitter, for example, are used to advertise a product. At the end of the month, you need to calculate the effectiveness of each of the channels, starting with Instagram advertising. Without tags, we only know the total number of sales. 


And if there were tags — we will see sales specifically from this channel and even for individual advertising publications. From here, we can calculate the efficiency and profitability of the work.


What does it do? If a post or creative shows high efficiency — you can repeat the success or focus on it by investing an additional budget. If it doesn’t, disable it and stop draining the budget. It’s simple.

Analysis → increased efficiency → higher sales


Therefore, each link must be marked. For example, you can create Excel tables to record how to mark links, depending on their location. Next, we will analyze how UTM tags are constructed.

How to make a UTM tag

A UTM tag is a set of GET parameters. GET-parameters are short symbols of data about the user, the main thing is on which site he saw the link and which post worked. You can also collect other necessary information. The parameter structure is constructed as follows.

EXAMPLE OF THE UTM TAG PARAMETER STRUCTURE


There can be a total of five parameters in a standard UTM tag, three of which are required.

Required parameters

The required parameters must be in any UTM tag. If one of them is missing, the UTM tag will not work, and the transitions will not be tracked. 


utm_source — traffic source. For example, the name of the social network: fb, ok, insta.

utm_medium — the type of traffic or traffic channel. For example, the purpose of the ad: cpm, cpc, cpa; or the location of the link: profile description, content, stories.

utm_campaign — the name of the ad campaign. For example, the audience label: aud1_business, aud_fishers; or the release date of the material: 12_10, 1506.


A link with a UTM tag with three required parameters: 

https://www.notsupporting.com /?utm_source=content-marketing&utm_medium=blog&utm_campaign=utm-metki-v-smm

Optional parameters

We install them if we need to get more data about the transition location. For example, to specify exactly for which ad image this label is set. Then we can compare the performance of different ads.

utm_content — additional information about the campaign. For example, the number of the ad image or post: text1banner1, post1.

utm_term – the keyword. You can enter any data here, 

for example, the title of the post: what_is_utm.

An UTM tag is created from a combination of these parameters. It is important to create a unified system for specifying label values so that you do not get confused in the future. 

For example, for all advertising campaigns on Instagram, we specify the utm_source value as insta. If half of the tags are marked as insta, and the second half is markedas instagram, there will be a lot of confusion in the report.

In one of the advertising campaigns of the utm_source value must be the same. The difference can be utm_medium, utm_campaign, and additional ones if they are needed. This way you can easily track which ads are working, and which ones don’t. 

Here is an example of creating a link:

utm_source-insta, since advertising is conducted on Instagram

utm_medium-cpc, this is a short description of the purpose of advertising per click;

utm_campaign-aud_1, so we will call the audience for which the ad is being advertised;

utm_content-text1banner1, so let’s call the creative: a combination of text and pictures.

And compose the link:

https://www.notsupporting.com /?utm_source=insta&utm_medium=cpc

&utm_campaign=aud_1&utm_content=text1banner1

This link is specified in the first ad. This structure will be our unified syntax for the label so that you can then clearly see where the transition came from. Therefore, for the following tags, we only change utm_campaign to the name of another audience and utm_content to the name of another ad image.

How to automate the creation of UTM tags

You can create UTM tags manually in any text editor. But it is more convenient to use services. For example, I use these: 

The UTM tag generator from Tilda.

UTM tag generator from Google,

UTM tag generator from Yaroshenko.


The author’s bio: Donald Mena is a content creator, SMM specialist, and contributor to research paper writing service. He is also passionate about Technology, healthy lifestyle and Psychology.

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