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Wouldn’t you like to know that blog posts about Google Analytics tips get you more conversions than blog posts about Facebook business tips? Or maybe it would be beneficial for you to know that based on time on site and conversions, your emails are more likely to convert on Tuesday nights and your Twitter users are more likely to convert on Thursday morning?

Proper UTM tagging requires a lot of attention, but it will make the answers to these questions only a button click away. By putting a little extra effort into each marketing extension, analyzing data across sources becomes 100 times easier in the long run.

The first place to start, especially if you have various people at your company working on conversions or sales (like most companies are), is to create a rigid social media guideline for the team to reference.

Here's an example guideline.

  • SE

    Sean Ellis

    about 6 years ago #

    This is great Chris. I use the URL builder on Google all the time (https://support.google.com/analytics/answer/1033867?hl=en) but don't really have a consistent process for filling in the fields. This is great to finally have a consistent way to define each field. I'm going to make sure everyone on my team that creates tracking URLs reads this.

  • ET

    Emily Timm

    about 6 years ago #

    Another note for you, Sean: Although it might not help a currently data set, you can create a filter for incoming future data to lowercase all text pieces in a Google Analytics profile (https://support.google.com/analytics/answer/1033162?hl=en-GB). This would mitigate small infrequencies like utm_source=facebook and utm_source=Facebook. :)

  • ME

    Marc Eglon

    about 6 years ago #

    UTM tags are awesome for web conversions but most financial transactions usually happen deeper into the funnel (like, in an email). I'd much rather know which traffic source led to the sale after a series of emails.

    To get round this, it's easy enough to add custom fields to the email optin form (and keep them hidden) so each subscriber gets tagged with the utm values. When a user purchases from an email, we can see where they came from.

    I'm sure some platforms can handle this email-CRM combo (intercom.io?) but I just hack it together with Aweber.

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