USING UTM TAGS FOR MAKING DATA-DRIVEN DECISIONS (PART 1)
Apr 10, 2018 - UTM TAGS
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Igor Diez

On this article I wanted to inform all our sellers about the benefits of using UTM tags in order to track all the different ad variations and be able to identify any winning adsets. UTM tracking provides the depth of detail you need to make every decision data-driven.

 

You can find Google’s Campaign URL Builder by visiting the page:

https://ga-dev-tools.appspot.com/campaign-url-builder/

In this page you will also find very useful information about how to use each of these parameters and some resources about Google Analytics & Adwords in general for anyone willing to learn more.

 

As a next step, I’ve created a new seller campaign on Moteefe as an example:

https://moteefe.com/moteefe-hustling-classic-t-shirt

 

Now I would like to test 3 different adsets in Facebook as I’ll be targeting different audiences & placements and would like to find out which one performs the best.

 

In my case when running campaigns in Facebook I would normally use all 5 parameters or tags when building my tracking link which are source, medium, campaign, term & content.

 

I normally use these UTM tags to define the different channels, campaigns or ad variations that I’m willing to test:

Source: I will determine the channel where I’m planning to run my campaigns (E.g. Facebook, Google, etc)

Medium: I use this for differentiating between any paid campaigns (cpc) or organic ones (free).

Campaign: I use the campaign parameter to specify an specific product promotion. E.g. utm_campaign=spring_contest

Term: I use this parameter on Facebook for defining each of the placements where I’m planning to run my campaign. E.g. Instagram, newsfeed, etc

Content: The content parameter is used for defining each of the adsets that I’m willing to track at the same time. E.g. utm_content=fb_adset1

 

I would need to create 3 different tracking links with UTM tags, one for each of the adsets that I’m willing to test:

 

As you can see, both the Source and Medium parameters are the same for all 3 tracking links, this is because the campaign will only run on Facebook through paid marketing (cpc). Then, the “term” and “content” parameters are defining each of the placements and adsets that I’m planning to test.

 

As soon as you start running this new Facebook campaign you should be able to see the stats for each of these adsets within your Analytics dashboard inside your Moteefe seller account. You can easily move between the different tabs to see the performance of each of these UTM parameters. This should allow you to quickly identify any winning adsets and optimise your campaigns accordingly.

 

I have just launched a new campaign on Facebook for testing this theory in real life so stay tuned if you want to see some screenshots from my seller dashboard which I will post in the next upcoming days.

 

In the meantime… Happy Selling!

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