The Lowdown on UTM Tracking

See where your customers are coming from

First thing’s first, what are we even talking about when we say “UTM”?

UTM stands for Urchin Tracking Method and it’s a simple way to see where your traffic – aka your customers – are coming from. Tracking UTM codes is a must-do part of your overall marketing strategy because it provides you with the data you need to support your current marketing efforts or switch it up and try something else.

Here’s how UTM tracking works: Let’s say you’re launching a new product and creating a digital marketing campaign to go with it so that you can drive traffic to the new product page using email campaigns, organic social media posts, and affiliate partners.

When you hop over to Google Analytics to review which marketing channels performed the best, UTM codes enable you able to easily determine that info.

UTM codes are simply codes you can attach to a custom URL in order to track where your website traffic is coming from.

Most analytics tools, marketing apps, marketing automation tools, and CRMs automatically track a common set of parameters:

  • UTM Medium
    The UTM Medium is the marketing channel you’re tracking. Email, organic/paid social media, and affiliate partners are all core marketing channels.
  • UTM Source
    The UTM Source drills down on the source within the channel. So if the channel (UTM Medium) is organic social, for example, then the source could be specifically Facebook.
  • UTM Campaign
    The UTM Campaign is the specific campaign you’re running. The label used here should be easily identifiable – the name of the new product, an individual email campaign, etc.

In Klaviyo, you can turn on UTM tracking at an account level and individually for campaign and flow emails.

We recommend using UTM tracking in Klaviyo to learn more about the effectiveness of your email marketing strategy.

Using the product launch example, UTM tracking in Klaviyo could help you determine which email campaigns are driving the most traffic to the product landing page (UTM Campaign) and which segments (UTM Source) are the most interested in the product.

You can set custom parameters to more uniquely track your links and if you want to get really specific, you can use Klaviyo’s dynamic values. Let’s say you create an email campaign and link to the new product page in an image, in the body text, and in a button. The dynamic value would tell which URL location drove the most traffic.

Pretty cool, huh? See there, marketing metrics can be fun!

If you’re thinking, “yeahhhh, this is all great, but I have no idea how to get started…” let us help!

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Team Acadia