On this week’s episode “What are UTM tags?” of the #dealermartech show, we have digital marketing director and speaker Matt Raymond talking about UTM tags and how to:
How to build your UTM URL
How to name the sections of your UTM URL.
Where to look in Google Analytics to see your data
Download this episode (right click and save)
A UTM What?
A UTM tag is an easy code that you can attach to a naked URL to track a source, medium, and campaign name in your automotive digital marketing. This enables GA (Google Analytics) to tell you where searchers came from as well as what campaign directed them to your dealership. An everyday use of UTM code is to create a vanity URL for each individual offline campaign, and then redirect that URL to whatever forwarding address you assign. This will give you the ability to track how a service coupon, weekly newspaper or radio ad, or any TV commercials without having to create custom landing pages for each campaign. By creating a separate UTM tag for each TV commercial and print ad, for example, you can get data on which generates more traffic, conversions, and metal moved. Additionally, It’s not only the source and the medium (coupon, radio, newspaper, etc.), but even individual campaign names like “Summer Nissan Sale.”
There are also some other values you can add to your code to monitor terms you are going after, or even specific content. Terms can include keywords like “Altima’s,” “Trade In Offer,” or any other paid terms you are targeting. For content, you may split test(monitor two different ads that include the same message but different text or CTAs) to see which performs better.
Once you know the values you wish to track, you go to Google’s URL Builder, enter your values into the parameters, click “generate URL,” and presto, you are all set. The wonderful thing about UTM tags is that you can change the code whenever you want to adjust for your latest content and campaigns!
UTM Builder Example
Source: Google URL Builder
More information and examples for each parameter
The following table gives a detailed explanation and example of each of the campaign parameters. To learn more, check out the links in the related resources section below.
utm_source to identify a search engine, newsletter name, or other source.
utm_medium to identify a medium such as email or cost-per- click.
|Used for keyword analysis. Use
utm_campaign to identify a specific product promotion or strategic campaign.
|Used for paid search. Use
utm_term to note the keywords for this ad.
|Used for A/B testing and content-targeted ads. Use
utm_content to differentiate ads or links that point to the same URL.