From email marketing to social media, adverting, and search results, there are various channels that you can use to place the content in front of your target clients. So, how do you keep track of prospects’ interaction with your content?
One of the biggest challenges marketers are facing is tracking conversions correctly. A proper conversion tracking leads to a better understanding of how each marketing channel, campaign or ad is performing, and how to allocate the marketing budget and efforts to maximize results. Using UTM parameters is the best way to properly track conversions across multiple channels.
In a nutshell, UTM parameters are tags that you attach to the end of your URLs to track the progress of your marketing campaigns. When people click on the URL that has an adjoined UTM parameter, you can get insights for the channel that they used to access the content and their further engagement with it.
This is an example of UTM parameter in an URL that will appear after you click this Facebook post: https://blog.journy.io/the-right-marketing-for-the-right-marketer?utm_source=Facebook&utm_medium=Social&utm_campaign=customer-intelligence&utm_content=The+right+marketing+for+the+right+marketer+versionA
There are five UTM parameters that you can attach to your links:
By using UTM parameters you can gauge the types of marketing campaigns that work and provide you with the insight needed for the ones that didn’t. Basically, there are 5 major benefits from using UTM parameters for your campaigns:
UTM tracking has been a standerd for more than a decade now and has definitely evolved to be the standard in tracking content, sources, and campaigns. However, putting everything in clear text has advantages as well as major security flaws.
Ease-of-reading is definitely a major pro...but then, so is URL spoofing and analytics faking as well. Once you see and know utm paramaters from a few ads, you can start cyber-attacking a company's web properties [not only through DDOS, but also] by feeding fake visitor data, which then eventually results in that company making bad ad investments.
Using an encrypted secured tag management parameter—only one(1) parameter indeed to replace all 5 UTM parameters—only(!) usable for target URLs, allows for a more secure environment. Such JTM parameter could look like: https://blog.journy.io/the-right-marketing-for-the-right-marketer?jtm=224A-AD23-AA17-5621-AB28 and can still be used in conjuction with legacy utm parameters for older types of analytics software (e.g. Google Analytics)
journy.io supports both jtm and utm parameters.
So now you know how to create links with JTM or UTM parameters, how to see their results, and why it is an absolute must to do so. All that remains is to actually use this data and make smarter decisions. Indeed, by linking these paramater(s) to business outcomes such as deal won, deal lost, or deal won but churned after 2 months...you can use data to decide:
You can expose your UTM/JTM parameter(s) results in journy.io.
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