From that you can derive what FB says your performance is versus what GA says your performance is. What you can do is match up the UTMs from your FB ads with your Google Analytics data. Ok now you understand what UTMs are and what they do how do you take all this theory and apply it to deploying paid media more efficiently and effectively? Great question. You need Google Analytics or some other analytics tracker installed on your site. Plus, there is absolutely zero benes from it. Why? You will pervert all your other UTM data. ?utm_content=AjWrestlingGator&utm_source=AustinBillboard&utm_campaign=MakeMoreMoney Instead the start of the UTM should always begin with a ?. &utm_content=AjWrestlingGator?utm_source=AustinBillboard&utm_campaign=MakeMoreMoney ?utm_source=AustinBillboard&utm_campaign=MakeMoreMoney Make sure you are following the syntax with the UTM starting with a ? and then & for each additional parameter. Let’s say you need to add a UTM parameter to your current schema and you aren’t using a URL Builder. You can do some fancy stuff with cross-domain tracking, but just be cognizant of this (again why pixels are so amazeballs, thanks Apple). You will more than likely lose that visibility because the UTMs will be stripped during the redirect to the new domain. If you use have a squeeze page and then a sign up page on a site you don’t own i.e. When implementing UTMs, try to decide on a syntax i.e. /?utm_source=austinbillboardĪll three would be seen as a different traffic sources.UTMs are case sensitive (one of the reasons to use dynamic names whenever possible). This way you get to keep the tracking and the url isn’t as long as a CVS receipt.īelow are some common pitfalls you might encounter when implementing UTMs. Pro Tip 4: If you are using UTMs out in the wild, (not in a Klaviyo email or Facebook ad) use a link shortener like bit.ly. Utm_medium=cpc&utm_source=facebook&utm_campaign= Pro Tip 3: Alternatively, after you build the schema you want, you can just copy and paste that into the URL Parameters section for subsequent FB ads. **Side note: If you put a link in the FB ad copy, the URL Parameters will be added when someone clicks on it. Boom you just created a URL with UTMs for your FB ad. Next, fill in the blanks using the screenshot below. Now scroll down and you will see a section that says Build a URL Parameter. So let’s use that to create a UTM tagged link for our FB ad.įirst, set everything up at the campaign and ad set level the URL Params live at the ad level. Obvi, Facebook has their own URL parameter builder right in Ads Manager. Keeping clean and well documented UTMs will make decoding the patterns from your web traffic that much easier. Use whatever is easiest for you and integrates into your workflows. There are a ton of UTM builders out there, you can create a spreadsheet, Notion doc or use Google’s UTM builder. Ok, now let’s look at UTMs in action, but first, let’s build one. Most tracking platforms work right out of the box with UTMs (some might require preferred schemas). Outside of having an analytics platform like Google Analytics on your site or app, you don’t need to install anything else. With that being said we do recommend the following schema for Facebook Ads to maximize our FB/GA Attribution Tool: So the easier it is to parse, the easier your life is. Remember, you are using this data to report on. You want to keep your parameter names short and intuitive. UTM Tagged URL Example | /library/utm-guide/
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