In order to know which marketing actions are being effective and which are not, marketers need to be able to attribute conversions to the correct source. Let’s find out what business2community tells us .
This is especially important when you consider that a single conversion may require different touchpoints and devices. If we can’t clearly identify the traffic sources contributing to each action, we won’t be able to calculate cost per acquisition or return on ad spend across different channels.
Google analytics divides all traffic to a website into sessions (formerly known as visits). A session in google analytics is defined as a set of interactions that take place on a website in a certain period. A single session can contain multiple page views, events, social interactions, and e-commerce transactions.
Best practices for each
The value of utm_source should be the name Belize Email List of the platform or tool used , for example facebook, youtube, or mailchimp. Both utm_source and utm_medium are required to be included in order for google to register the traffic source.
Here it is interesting to stop and think about how we are going to report. The traffic coming from email marketing . In google documentation, it is recommended to include the name of the specific mailing list or newsletter. Rather than the email service provider.
This approach makes sense for analyzing the results of different email campaigns. But it can be highly impractical as you end up with a bunch of different email sources in the results and you won’t be able to aggregate the results well.
Although this parameter called is not mandatory
In the case of the previous two, it is still highly Mobile Number In recommended to be able to measure the effectiveness of your marketing actions. The most important thing to use this parameter correctly is that the nomenclature is clear and consistent . It is recommended to use a value that identifies either the promoted product, category, or event, or the objective of the promotion.
For example, let’s imagine that we have an e-commerce for sports products. That we launch specific campaigns for certain dates: Christmas, Black Friday, Father’s Day. Each campaign has Facebook Ads, Google Ads and emails.
In this case, we would use a different UTM parameter for each campaign, for example black-friday, regardless of the channel. In this way, we will be able to compare the campaigns with each other globally. And if we want to go deeper into the data of each campaign. We can enter it to see the information separated by channels.
