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The Role of UTM Parameters


UTM parameters are tags that digital marketers use to measure the value of Google Business Profile (formerly Google My Business). By adding UTM parameters to URLs, and pairing those parameters with assigned values, brands can identify which traffic is coming from their online campaigns.


If you have ever wondered which of your online campaigns is driving the most traffic to your website, then UTM parameters are something you will want to try. Not only can you identify how much traffic is coming to your website from specific posts, but you can also track traffic coming from newsletters, cost-per-click (CPC) advertising, and your blog.


Types of UTM Parameters


According to Google, there are five types of parameters you can add to your URLs. These are:


  1. UTM_source – Identify the advertiser, site, or publication that’s sending traffic to your website
  2. UTM_medium – Identify the advertising or marketing medium
  3. UTM_campaign – Track the individual campaign name, slogan, or promo code for a product
  4. UTM_term – Identify paid search keywords
  5. UTM_content – Differentiate similar content or links within the same ad


You can add parameters manually or use the Campaign URL Builder on the Google Analytics Demos and Tools site to create URLs and append your parameters.


How to Use UTM Parameters


Maybe you understand what UTM parameters are, but you’re still not sure how using parameters would benefit your brand. Here are a few examples of ways to use UTM parameters:


  • Track which specific links and calls-to-action (CTA) people are clicking on most frequently in your email newsletters.
  • Measure how much traffic is coming to your product page from blog posts.
  • Compare newsletters over time and pinpoint which newsletters drove the most traffic to your website.


Best Practices for Local


UTM parameters can also help to identify traffic that originates from local platforms like Google Business Profile. If you are new to UTM parameters, you will want to start by tagging your primary links, or the common links that you add from Google Business Profile. This includes your website, appointment link, and menu link. Also make sure to tag Google posts, so you can monitor how many clicks through to your website those posts are generating and the actions users are taking on your website after they click your posts.


Tracking what works and experimenting with different types of content is the key to optimizing your local strategy. To learn more about creating a comprehensive digital marketing plan, contact SOCi.


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