UTM parameters for Social Media

As a social media marketer, we always want to make sure that clients should get a fair knowledge of ROI measurement for their investment. Being interacting with various clients we observed the fact that very few marketing companies provide the proper analytics & insights to the clients.

Here in this post, I am going to explain how one can measure the effectiveness of the social media campaigns using UTM parameters social media.

UTM parameter social media tool from Google analytics is very helpful in getting these insights.

This tool utilizes the below property of URL. All these URL’s though they are different will redirect to the same web address http://website.com/

utm domain name resolution

UTM DOMAIN NAME RESOLUTION

 

UTM Parameters social media

These are various tags of UTM parameters social media (such as website URL, source, medium, keywords, campaign name, content, etc.) which are added in the URL to track the success of content on the web.

 For adding the parameters to the campaign we are using the google url builder tool

 Using this tool we build the custom URL with various tags which can be shared on different mediums such as Facebook campaign, Twitter contest, newsletter, etc.

This is a sample screenshot with the dummy data which we will see how we can analyze.

url builder

URL BUILDER

After filling up & clicking on the Submit button the desired custom URLs are generated.

For this particular data, the generated URL is

https://socialchamps.com/contact-us/?utm_source=facebook&utm_medium=page_tab&utm_term=facebook_apps&utm_content=logo_link&utm_campaign=apr2014

The URL which we just generated is for the Facebook page tab’s logo i.e. if a user visits the Facebook page of Socialchamps & click on the logo of page tab then it will be count as the hit and it will be included for the analysis purpose.

These are the analytics collected over a day for these URL’s

Let us try with some sample URLs. We used different parameters for campaign “contact” & generated these URLs.

Facebook:https://socialchamps.com/contact-us/?utm_source=facebook&utm_medium=page_tab&utm_campaign=contact
Twitter :  https://socialchamps.com/contact-us/?utm_source=twitter&utm_medium=cover&utm_campaign=contact
Youtube :  https://socialchamps.com/contact-us/?utm_source=youtube&utm_medium=about&utm_campaign=contact
Linkedin : https://socialchamps.com/contact-us/?utm_source=linkedin&utm_medium=home_tab&utm_campaign=contact
Main website :  https://socialchamps.com/contact-us/?utm_source=google&utm_campaign=contact

The analytics collected over a day can be accessed by Reporting–>Acquisition→ Campaigns.

GOOGLE ANALYTICS

GOOGLE ANALYTICS

Best practices 
  • Create the links with url builder 
  • Aim to tag every URL you can control coming to your site.
  • Make sure parameter values are case sensitive.
  • Avoid using internal links as it will duplicate the counts & may give incorrect analysis.
  • If we are using newsletter etc then dissect the whole content into multiple parts and link these with different sources such as banner_logo,footer_logo,side_bar, etc. This will help us in getting the broader knowledge of user behavior along with the analytics.

Note: you can also refer to a successive article of the same series to get a better idea about ‘How to use UTM parameters for Social media

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