UTM parameters are tags that digital marketers use to measure the value of 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.
According to Google, there are five types of parameters you can add to your URLs. These are:
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.
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:
Best Practices for Local
UTM parameters can also help to identify traffic that originates from local platforms like Google My Business. 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 My Business. 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 Brandify.