Unleash Your Marketing Funnel’s Potential with UTM Parameters

11.18.2020
Alex Hauer

How did you end up on this page? Did you see a connection’s post on LinkedIn showing our Datorama Blog creative as part of our 2020_Datorama_Blog_LinkedIn Campaign, and clicked it? Do you receive an email with a banner promoting this post and click through?

I bet you I could tell you — and I wouldn’t even need a tracking software. All I would need is access to your URL! With that, I could tell you with utmost certainty how you ended up here.

Take a look at all of the fields that come after the “?” in the URL. Those are the UTM parameters. While they might look messy and nonsensical, they are the key to unlocking your marketing analytics.

If set-up correctly, UTM parameters help you answer questions such as:

  • What creatives drove the most traffic to my site?
  • What campaigns generated the most conversions?
  • What tactics are more effective than others at driving people to my site?
  • What site has the highest conversion rate?

Let’s takes this URL as an example:
https://www.salesforce.com/blog/future-shopping-retail.html?utm_source=linkedin&utm_medium
=organic_social&utm_campaign=amer_cbaw&utm_content=AMER%2CEmerging+Trends+%26
+Data+Insights%2CEmoji+Used%2CEnglish%2CLink%2CRetail

This is a link to our Future of Shopping Report that you can find on the Salesforce Blog. Let’s now parse out the valuable information held in this URL’s UTM parameters.

First, we have the destination: https://www.salesforce.com/blog/future-shopping-retail.html
Again, I’m only really interested about what comes after the “?”, so I’m going to skip this part for now. (But you should read the blog post — it’s quite good!).

Now, we get to the juicy parts:

  • utm_source=linkedin
  • utm_medium=organic_social
  • utm_campaign=amer_cbaw
  • utm_content=AMER%2CEmerging+Trends+%26+Data+Insights%2CEmoji+Used%2CEnglish%2CLink%2CRetail

From this URL I can discern that: I clicked on a piece of organic social content about AMER Emerging Trends on LinkedIn that was posted as part of the AMER_CBAW Campaign. But, I was only able to discern that because our UTM parameters have been set up in a logical, organized, and aligned manner. Before we get into the power of this metadata, let’s talk about properly setting up these parameters.

Creating — and using — UTM parameters in Datorama

UTM parameters’ potential can only be unlocked with good structure, organization, and analytics that take advantage of the information departed by this metadata. UTM parameters must be set up intentionally, with a system agreed upon by all relevant parties. If there is no alignment, you’ll end up with a lot of data that doesn’t serve much insight and creates more work for yourself on the backend.

You can read how to set up the UTM parameters here (among other places). But a few pointers to note:

  • Create a taxonomy
  • Implement them across all channels
  • Be consistent

If those key rules, amongst others, are followed, then you can start collecting data and turning them into action. Datorama makes this part easy: as you can ingest the web analytics data and harmonize it with your delivery data, illuminating the full funnel of your marketing performance and efficiency.

You might be starting to think through the potential of what you can unlock if you properly set up these UTM Parameters. For example, you can:

  • Monitor what pieces of social content led clients to make a purchase on your website
  • Optimize between channels based on website interactions
  • Understand what email content marketing drove the best results

In fact, our experts recognized the potential impact of harmonizing web analytics and email marketing data and built our new Email to Web Conversion App. This best-in-class App quickly harmonizes the Campaign Name metadata in your web analytics UTM parameters to your email marketing performance. With those two data sources combined, you can:

  • Reallocate budget to the email campaigns that drove the best conversion rate on your site
  • Enhance your email campaign reporting to include site metrics (page views, visit duration) alongside delivery metrics (email sends, email opens)
  • Understand what factors – email send time, email message, landing page content – drove meaningful, or negative, customer engagement

With proper UTM parameter setup and our expert Email to Web Conversion App you can unlock the full potential of your email marketing. Want to learn more? Check out the new Email to Web Conversion App demo here.

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