The in-dashboard analytics on Marketing 360® can help you easily see which emails you send are opened or interacted with. However, you can also track what happens after a user clicks a link in your email and lands on your website.
To track how users interact with your website after clicking a link in an email, you can add a UTM parameter to help track the success of your marketing campaign. A UTM parameter, also known as a UTM Tag, is a string of text at the end of a website link. When you embed a link to your website in an email, you can instead paste a link to your website with a UTM tag tacked on the end. When a user lands on page containing the UTM tag in the URL, it will show up in your Google Analytics data.
A UTM tag may look something like this:
Types of UTM Parameters
There are five different UTM parameters that you can add to your URL string. Each parameter is a unique "identifier" for the link.
|Campaign Source||The specific source that referred the user to your website. Example: Twitter or YouTube|
|Campaign Medium||The broader marketing "channel" that referred the subscriber to your website. For example, “social” or “email.”|
|Campaign Name||The name of the specific marketing campaign that targeted the user.|
|Campaign Content||A parameter that you can use to identify different sources. For example, if you run an A/B test by using two re-worded version of the same email.|
|Campaign Term||This is most often used in pay-per-click ads to identify which search term drove the user to "click".|
How to Create a UTM Parameter
You can use Google's Campaign URL Builder to add UTM parameters to your URL. The Campaign URL Builder contains fill-in-the-blank boxes that you can fill out. Once you have filled out the form fields, a custom URL will be automatically generated for you.
Once you generate the URL, you will want to save it. You will then want to use that URL as the link that users should click as part of your marketing campaigns; for example, you can paste the link in a button on your website's header or in a link in an email.