#1 TikTok Ads Spy Tool

A Better Way to Make TikTok Ads Dropshipping & TikTok For Business

  • Find TikTok winning products & TikTok dropshipping ads.
  • Analyze TikTok advertisers
  • Get the Latest TikTok Shop Data.
Try It Free

UTM Parameter Tracking Fundamentals and Best Practices

Published on: December 7 2022 by Paid Media Pros

UTM Parameter Tracking Fundamentals and Best Practices

The above is a brief introduction to UTM Parameter Tracking Fundamentals and Best Practices.

Let's move on to the first section of UTM Parameter Tracking Fundamentals and Best Practices!

UTM Parameter Tracking Fundamentals and Best Practices

startTime durationTime text
00:00:00 00:00:05 utm parameters are an integral part of
00:00:03 00:00:06 tracking your performance for your paid
00:00:05 00:00:08 media campaigns across multiple
00:00:06 00:00:10 different channels
00:00:08 00:00:11 tactiks audiences all sorts of different
00:00:10 00:00:14 stuff
00:00:11 00:00:16 into a singular third-party platform
00:00:14 00:00:17 like a crm like hubspot
00:00:16 00:00:20 or a different platform like google
00:00:17 00:00:22 analytiks basically we take a set of
00:00:20 00:00:24 five standardized parameters
00:00:22 00:00:26 give them different values and then have
00:00:24 00:00:28 all of that information imported
00:00:26 00:00:30 into those platforms so we can make
00:00:28 00:00:32 smart advertising decisions
00:00:30 00:00:33 based on how those strategies are
00:00:32 00:00:35 performing
00:00:33 00:00:37 with a set of data that is directly
00:00:35 00:00:39 comparable and utilizes the same
00:00:37 00:00:40 tracking type
00:00:39 00:00:42 recently i've had a number of people
00:00:40 00:00:44 asking me about best practikes
00:00:42 00:00:46 or my personal preferences when it comes
00:00:44 00:00:48 to utm tagging because there are
00:00:46 00:00:49 personal preferences that can be taken
00:00:48 00:00:51 into account
00:00:49 00:00:53 so i thought what better way to tok
00:00:51 00:00:54 about that than putting together a video
00:00:53 00:00:57 so in this i'm going to go through the
00:00:54 00:00:59 fundamentals of some of the utm
00:00:57 00:01:01 parameter tracking and then tok through
00:00:59 00:01:02 some best practikes or considerations
00:01:01 00:01:03 when you're starting to use them in your
00:01:02 00:01:06 campaigns
00:01:03 00:01:07 let's start with the fundamentals of utm
00:01:06 00:01:08 tracking parameters i'm going to tok
00:01:07 00:01:10 about what they are
00:01:08 00:01:12 how they work and give you the structure
00:01:10 00:01:15 behind it first thing is
00:01:12 00:01:15 what are utm parameters like i said in
00:01:15 00:01:18 the intro
00:01:15 00:01:19 they are added to the end of urls so you
00:01:18 00:01:22 can
00:01:19 00:01:24 track your performance in analytiks or
00:01:22 00:01:26 crm platforms or something in the like
00:01:24 00:01:28 this is something to hopefully make
00:01:26 00:01:30 all of your tracking come together in a
00:01:28 00:01:31 single platform so you can compare
00:01:30 00:01:33 between different platforms
00:01:31 00:01:34 tactiks all that good stuff like i said
00:01:33 00:01:37 they're appended to the
00:01:34 00:01:39 end of a url or the landing page that
00:01:37 00:01:41 you're going to use in the sake of
00:01:39 00:01:43 ad campaigns like we typically use so i
00:01:41 00:01:43 want to show you an example real quick
00:01:43 00:01:45 first
00:01:43 00:01:47 i'm sorry the formatting of this is
00:01:45 00:01:47 terrible but let's run through this
00:01:47 00:01:50 really quick
00:01:47 00:01:52 basically the landing page here would be
00:01:50 00:01:53 the paid mediapros.com website and then
00:01:52 00:01:55 everything after that is going to be a
00:01:53 00:01:58 tracking parameter you can see
00:01:55 00:01:59 the question mark after the com that
00:01:58 00:02:02 signifies that anything
00:01:59 00:02:04 after that question mark is considered
00:02:02 00:02:06 tracking and it's not part of the page
00:02:04 00:02:07 instead if you wanted to have a page in
00:02:06 00:02:09 there it would be com
00:02:07 00:02:11 slash and then something else but the
00:02:09 00:02:14 question mark helps separate
00:02:11 00:02:15 the page url itself from tracking
00:02:14 00:02:17 parameters we then have a handful of
00:02:15 00:02:18 parameters in here which are going to be
00:02:17 00:02:21 designated by utm
00:02:18 00:02:22 underscore so we've got utm underscore
00:02:21 00:02:24 source equals google and then you'll see
00:02:22 00:02:26 there's an amber sand
00:02:24 00:02:28 and then you'll see utm medium although
00:02:26 00:02:31 it's broken up a little bit equals cpc
00:02:28 00:02:33 basically that amber sand means that the
00:02:31 00:02:34 first tracking parameter the utm source
00:02:33 00:02:36 equals google
00:02:34 00:02:38 is finished and the new tracking
00:02:36 00:02:38 parameter begins that's a way to segment
00:02:38 00:02:40 them out
00:02:38 00:02:43 but rather than go down that path i want
00:02:40 00:02:45 to focus on the parameters themselves
00:02:43 00:02:46 basically the way these utm parameters
00:02:45 00:02:47 work are that the language is always
00:02:46 00:02:49 going to say
00:02:47 00:02:51 utm underscore that part is going to be
00:02:49 00:02:53 stable and then the parameter itself
00:02:51 00:02:54 which i have here in parentheses
00:02:53 00:02:56 is going to be different and then there
00:02:54 00:02:57 will be an equal sign and then whatever
00:02:56 00:02:59 the value
00:02:57 00:03:01 is that you want assigned to that
00:02:59 00:03:03 parameter so you'll remember for the
00:03:01 00:03:05 example that we saw just a second ago
00:03:03 00:03:06 this is the same url from the previous
00:03:05 00:03:09 slide we now have
00:03:06 00:03:10 a handful of parameters in here we now
00:03:09 00:03:13 have utm source
00:03:10 00:03:17 equals google utm medium equals cpc
00:03:13 00:03:19 utm campaign equals campaign name utm
00:03:17 00:03:21 term equals keyword and utm content
00:03:19 00:03:23 equals search ads
00:03:21 00:03:24 so in these examples the parameter is
00:03:23 00:03:27 going to be
00:03:24 00:03:29 the source medium campaign term and
00:03:27 00:03:30 content and the value assigned to them
00:03:29 00:03:33 is going to be google
00:03:30 00:03:35 cpc campaign name keyword and search ads
00:03:33 00:03:36 when you apply these to your landing
00:03:35 00:03:38 pages in
00:03:36 00:03:40 the ad platforms there are a couple
00:03:38 00:03:42 different ways that you can do that so
00:03:40 00:03:44 i'm going to show you really quickly in
00:03:42 00:03:45 google ads and facebook where those can
00:03:44 00:03:48 be applied
00:03:45 00:03:50 in google ads under the add url options
00:03:48 00:03:51 there'll be a tracking template
00:03:50 00:03:53 that's where these are going to live
00:03:51 00:03:54 there is some different formatting that
00:03:53 00:03:56 you would need to do for this which i'm
00:03:54 00:03:58 not going to get into today but
00:03:56 00:03:59 basically this is where you would add in
00:03:58 00:04:00 all of the different utm parameters that
00:03:59 00:04:03 you want to use
00:04:00 00:04:05 or any custom parameters for facebook
00:04:03 00:04:06 when you're in the ad platform you'll
00:04:05 00:04:08 scroll down to the tracking section and
00:04:06 00:04:10 there's going to be a url parameters
00:04:08 00:04:11 field here as well
00:04:10 00:04:14 just in the same way there was for
00:04:11 00:04:16 google you can also do things a little
00:04:14 00:04:17 bit less manually in facebook which is
00:04:16 00:04:19 kind of nice
00:04:17 00:04:20 they have a build a url parameter
00:04:19 00:04:22 function where
00:04:20 00:04:23 if you click on that it will then open
00:04:22 00:04:26 up a new window
00:04:23 00:04:27 to where you don't have to type in utm
00:04:26 00:04:29 underscore
00:04:27 00:04:31 source or utm underscore medium or any
00:04:29 00:04:31 of the other ones for campaign or
00:04:31 00:04:33 content
00:04:31 00:04:35 you can simply add in whatever the value
00:04:33 00:04:37 is that you want there the only thing to
00:04:35 00:04:37 keep in mind is you do have to create
00:04:37 00:04:39 your own
00:04:37 00:04:40 parameter you'd have to click add
00:04:39 00:04:43 parameter for the utm
00:04:40 00:04:44 term because that's not a preset option
00:04:43 00:04:46 for the facebook
00:04:44 00:04:47 url parameter builder the end goal of
00:04:46 00:04:49 all of this
00:04:47 00:04:51 is so that we can have reports in that
00:04:49 00:04:51 third party platform like i mentioned
00:04:51 00:04:53 before
00:04:51 00:04:54 that looks something like this this is
00:04:53 00:04:57 just a very basic
00:04:54 00:04:59 google analytiks source medium report
00:04:57 00:05:01 that shows that the first three traffic
00:04:59 00:05:04 sources on this website were from
00:05:01 00:05:06 snapchat cpc tiktok cpc
00:05:04 00:05:08 and spotify cpc basically we know where
00:05:06 00:05:09 all of these users came from and then
00:05:08 00:05:11 there are lots of different line items
00:05:09 00:05:13 for the other channels but i'm not going
00:05:11 00:05:14 to go through those today just because
00:05:13 00:05:16 we're focused only on advertising on
00:05:14 00:05:17 this channel so all these other options
00:05:16 00:05:19 are for other sources
00:05:17 00:05:20 so we've already toked about them a
00:05:19 00:05:21 little bit but i want to tok through
00:05:20 00:05:22 each of the different types of
00:05:21 00:05:24 parameters
00:05:22 00:05:25 in the previous example and some of the
00:05:24 00:05:27 sections i walked you through you'll
00:05:25 00:05:29 notike that there are five different
00:05:27 00:05:30 parameters and these are the main ones
00:05:29 00:05:33 that we can use
00:05:30 00:05:34 source medium campaign term and content
00:05:33 00:05:36 so let's go through each one of these
00:05:34 00:05:38 with a little bit more detail and i'll
00:05:36 00:05:40 tok you through my
00:05:38 00:05:41 personal preferences of how we would
00:05:40 00:05:43 typically use these
00:05:41 00:05:44 all of these i should preface are
00:05:43 00:05:47 completely up
00:05:44 00:05:48 for your own personal preferences
00:05:47 00:05:50 whatever makes the most sense for you
00:05:48 00:05:52 and i do have some best practikes at the
00:05:50 00:05:54 end just to keep in mind while you're
00:05:52 00:05:55 choosing these so all the things that
00:05:54 00:05:56 you see on the next few slides are going
00:05:55 00:05:58 to be
00:05:56 00:06:00 my preferences of how i set up utm
00:05:58 00:06:02 parameters there's no right or wrong way
00:06:00 00:06:02 but this is at least one set to get you
00:06:02 00:06:05 started
00:06:02 00:06:06 the first is source i always treat this
00:06:05 00:06:08 as where did these
00:06:06 00:06:09 users come from what platform was i
00:06:08 00:06:12 advertising from
00:06:09 00:06:14 when i utilized this utm source so
00:06:12 00:06:17 everything here is going to be
00:06:14 00:06:17 for me google bing facebook linkedin
00:06:17 00:06:20 twitter
00:06:17 00:06:21 quora anything along those lines you'll
00:06:20 00:06:23 notike that these are all lowercase
00:06:21 00:06:25 i'll tok about that in a little bit and
00:06:23 00:06:26 then there are also a few other things
00:06:25 00:06:28 you might notike
00:06:26 00:06:29 one it doesn't say microsoft it says
00:06:28 00:06:30 bing that's because i've been using
00:06:29 00:06:32 these
00:06:30 00:06:34 channels for quite a long time and i've
00:06:32 00:06:36 always called it bing
00:06:34 00:06:37 and moving forward i want my data to be
00:06:36 00:06:39 comparable
00:06:37 00:06:41 year after year after year so if you've
00:06:39 00:06:42 never run any ads before
00:06:41 00:06:44 you can start with microsoft if you
00:06:42 00:06:45 prefer since that's now the proper name
00:06:44 00:06:47 of microsoft ads
00:06:45 00:06:49 but if you're like me you've been doing
00:06:47 00:06:50 it for a while it's just as easy to
00:06:49 00:06:52 stik with bang you'll also notike that
00:06:50 00:06:53 facebook is by itself and there's no
00:06:52 00:06:55 instagram on this
00:06:53 00:06:56 list i personally consider facebook and
00:06:55 00:06:58 instagram all
00:06:56 00:06:59 lumped together again i've been doing
00:06:58 00:07:02 this for quite a while i've been doing
00:06:59 00:07:02 it before facebook owned instagram so to
00:07:02 00:07:05 me
00:07:02 00:07:07 this is all collective since i run the
00:07:05 00:07:08 ads for instagram also through facebook
00:07:07 00:07:10 business manager
00:07:08 00:07:12 i don't need to designate which platform
00:07:10 00:07:13 they came from because i'll know from my
00:07:12 00:07:15 placement strategies
00:07:13 00:07:17 where they came from but if you want to
00:07:15 00:07:20 adjust your campaign structure
00:07:17 00:07:20 within facebook to have separate tagging
00:07:20 00:07:22 by
00:07:20 00:07:24 network you can do that as well and we
00:07:22 00:07:26 do have a video that shows you
00:07:24 00:07:28 how you can run ads on only instagram if
00:07:26 00:07:30 you choose to do that and then you can
00:07:28 00:07:32 change your utm source for those as well
00:07:30 00:07:33 the next parameter is going to be medium
00:07:32 00:07:35 and this in my mind is
00:07:33 00:07:37 how they got to the website so since
00:07:35 00:07:38 we're toking about paid advertising on
00:07:37 00:07:39 this channel
00:07:38 00:07:41 all of these are going to be some
00:07:39 00:07:43 iteration of a paid tactik
00:07:41 00:07:45 you'll remember from the source medium
00:07:43 00:07:46 report that i showed you that there were
00:07:45 00:07:48 some that were
00:07:46 00:07:50 referral or organic all of those are
00:07:48 00:07:52 great and valid mediums but for our
00:07:50 00:07:52 purposes on this channel i just won't
00:07:52 00:07:54 use them
00:07:52 00:07:57 i typically fall into the camp of
00:07:54 00:08:00 somebody who always uses cpc for this
00:07:57 00:08:01 because i like to have all of my tactiks
00:08:00 00:08:02 lumped together
00:08:01 00:08:05 and then i segment out the different
00:08:02 00:08:06 strategies i have based on the source
00:08:05 00:08:08 the campaign name and other factors that
00:08:06 00:08:10 we'll get into in a little bit but other
00:08:08 00:08:11 people like to have the medium be
00:08:10 00:08:13 separated out and have it be a little
00:08:11 00:08:14 bit different some people like to use
00:08:13 00:08:16 ppc
00:08:14 00:08:18 instead of cpc and then even more some
00:08:16 00:08:19 people like to have strategies broken
00:08:18 00:08:21 out based
00:08:19 00:08:22 on the type of targeting that you are
00:08:21 00:08:25 using whether it's display
00:08:22 00:08:26 paid search paid social all of these are
00:08:25 00:08:28 valid
00:08:26 00:08:30 options that you could use just make
00:08:28 00:08:32 sure that whatever you choose
00:08:30 00:08:33 you stik with over the long haul we'll
00:08:32 00:08:35 tok about that in a little bit
00:08:33 00:08:37 again i fall in the camp of using cpc
00:08:35 00:08:38 for everything but there's no right or
00:08:37 00:08:40 wrong way here
00:08:38 00:08:42 just think about what's going to be the
00:08:40 00:08:44 most useful for you moving forward
00:08:42 00:08:45 next is the utm campaign this one's
00:08:44 00:08:47 pretty simple
00:08:45 00:08:48 in my opinion it should be the campaign
00:08:47 00:08:50 name makes sense
00:08:48 00:08:52 it's easy to tie back personally i like
00:08:50 00:08:55 to use the campaign name
00:08:52 00:08:58 from the advertising platform itself so
00:08:55 00:08:59 when you go to the campaigns tab in
00:08:58 00:09:02 google analytiks or
00:08:59 00:09:03 facebook or you're in the campaign group
00:09:02 00:09:05 within linkedin
00:09:03 00:09:06 you utilize the name that you see
00:09:05 00:09:09 directly in the platform
00:09:06 00:09:11 that way you can tie back exactly where
00:09:09 00:09:11 the performance came from in the ad
00:09:11 00:09:14 platform
00:09:11 00:09:16 and the google analytiks profile but it
00:09:14 00:09:18 doesn't always work perfectly
00:09:16 00:09:20 you could have a client or your business
00:09:18 00:09:21 could need to use specific campaign
00:09:20 00:09:24 names for
00:09:21 00:09:26 salesforce or hubspot mapping so make
00:09:24 00:09:27 sure that you're using a campaign name
00:09:26 00:09:29 that you'll still be able to tie back to
00:09:27 00:09:30 the platform and you know where it came
00:09:29 00:09:31 from
00:09:30 00:09:33 because otherwise you're going to get
00:09:31 00:09:35 really lost in what's going on
00:09:33 00:09:37 between the analytiks platform and the
00:09:35 00:09:39 advertising platform when you're trying
00:09:37 00:09:42 to compare and optimize for performance
00:09:39 00:09:44 next is the utm term and for most search
00:09:42 00:09:46 campaigns and the default for
00:09:44 00:09:48 google ads is that it will pull in the
00:09:46 00:09:49 keyword itself so one common mistake is
00:09:48 00:09:50 that people are going to think that it's
00:09:49 00:09:53 utm
00:09:50 00:09:53 underscore keyword it is not it is utm
00:09:53 00:09:55 underscore
00:09:53 00:09:57 term for the keyword that you have for
00:09:55 00:09:59 any other platform
00:09:57 00:10:00 whether it's display or social i
00:09:59 00:10:02 personally like to use
00:10:00 00:10:04 the targeting options that triggered
00:10:02 00:10:05 that ad to show for search the search
00:10:04 00:10:07 query and keyword match
00:10:05 00:10:09 is what triggered your ad to show so for
00:10:07 00:10:10 the other platforms like display and
00:10:09 00:10:12 social
00:10:10 00:10:13 i like to keep that relatively similar
00:10:12 00:10:15 and think about what
00:10:13 00:10:16 targeting option it was that triggered
00:10:15 00:10:19 my ad was it an audience
00:10:16 00:10:20 was it a behavior or interest target and
00:10:19 00:10:23 which one was it
00:10:20 00:10:25 i wouldn't put just audience as the utm
00:10:23 00:10:27 term or just behavior
00:10:25 00:10:28 i would put what that audience was was
00:10:27 00:10:30 it a lookalike audience that it was a
00:10:28 00:10:32 one percent model
00:10:30 00:10:33 of my customers was it somebody who had
00:10:32 00:10:35 a specific interest
00:10:33 00:10:37 in paid search advertising on facebook
00:10:35 00:10:38 and that's how it showed up what was the
00:10:37 00:10:40 targeting type that triggered your ad
00:10:38 00:10:42 that's typically how i will treat the
00:10:40 00:10:45 term utm parameter
00:10:42 00:10:46 lastly we have content which for search
00:10:45 00:10:49 campaigns by
00:10:46 00:10:50 default is typically the h1 or headline
00:10:49 00:10:53 one component of your ads
00:10:50 00:10:55 in the same vein as the term i like to
00:10:53 00:10:56 keep things pretty similar
00:10:55 00:10:58 usually for search i will still stik
00:10:56 00:11:00 with whatever that headline one
00:10:58 00:11:02 component was because it's
00:11:00 00:11:03 really kind of difficult to make the
00:11:02 00:11:06 report say anything different
00:11:03 00:11:06 other than utilizing ad id which is just
00:11:06 00:11:08 a big
00:11:06 00:11:10 ugly number and it's really hard to tie
00:11:08 00:11:11 that back to anything so i typically
00:11:10 00:11:13 stik with the
00:11:11 00:11:15 h1 component for content for search and
00:11:13 00:11:17 then on social or display
00:11:15 00:11:18 i'll nearly always use whatever the
00:11:17 00:11:21 creative name
00:11:18 00:11:22 is so whenever you create a display ad
00:11:21 00:11:24 or a social ad
00:11:22 00:11:25 you're allowed to give it a name and
00:11:24 00:11:25 i'll pretty much always use whatever
00:11:25 00:11:27 that is
00:11:25 00:11:29 to make sure that i can tie it back to
00:11:27 00:11:30 performance given that the ad copy
00:11:29 00:11:32 doesn't
00:11:30 00:11:34 neatly fit into a specific parameter
00:11:32 00:11:36 kind of like the h1 does for search
00:11:34 00:11:38 so now that we've gone through all of
00:11:36 00:11:39 the parameters themselves i want to go
00:11:38 00:11:41 through
00:11:39 00:11:43 the three main best practikes that i
00:11:41 00:11:44 like to keep in mind and i usually warn
00:11:43 00:11:46 people about
00:11:44 00:11:48 that i've also kind of teased as this
00:11:46 00:11:49 video has gone on the first is to be
00:11:48 00:11:51 consistent
00:11:49 00:11:53 use the same parameters for the same
00:11:51 00:11:55 things as i toked about earlier
00:11:53 00:11:57 source is always where they came from
00:11:55 00:11:59 medium is how they got there
00:11:57 00:12:01 campaign is whatever the campaign name
00:11:59 00:12:03 was term is the targeting that i
00:12:01 00:12:05 used and content is the ad creative that
00:12:03 00:12:06 i used that is pretty much how i go
00:12:05 00:12:08 through
00:12:06 00:12:09 all of my setup that's always how i use
00:12:08 00:12:11 utm parameters
00:12:09 00:12:12 unless a client has specific needs
00:12:11 00:12:14 otherwise
00:12:12 00:12:16 that's what i stik with because it's
00:12:14 00:12:17 one easy for me to follow because it's
00:12:16 00:12:19 logical but two
00:12:17 00:12:21 it'll be consistent no matter where i'm
00:12:19 00:12:22 setting things up or who i'm setting
00:12:21 00:12:23 them up for
00:12:22 00:12:25 this will allow us to compare
00:12:23 00:12:28 performance over time as i said
00:12:25 00:12:29 earlier with the difference between bing
00:12:28 00:12:31 and microsoft
00:12:29 00:12:32 if i were to start changing all of my
00:12:31 00:12:34 utm parameters
00:12:32 00:12:37 from bing to microsoft they are not
00:12:34 00:12:39 going to retroactively change
00:12:37 00:12:41 so for let's say the month of may in
00:12:39 00:12:43 2021 i had things tagged as bing and
00:12:41 00:12:45 then once we got into june i tagged them
00:12:43 00:12:47 as microsoft in my report
00:12:45 00:12:48 it'll show two different line items over
00:12:47 00:12:50 that two-month period
00:12:48 00:12:51 there'll be one for bing and one for
00:12:50 00:12:52 microsoft and even though they're the
00:12:51 00:12:54 same they're going to be a different
00:12:52 00:12:56 line item and that gets to be
00:12:54 00:12:58 really frustrating as you're trying to
00:12:56 00:12:59 review performance and optimize over
00:12:58 00:13:01 time and this goes for in-channel
00:12:59 00:13:03 performance like the difference between
00:13:01 00:13:05 bing and microsoft but also across
00:13:03 00:13:07 channels think about all the different
00:13:05 00:13:08 platforms you have tied together
00:13:07 00:13:10 and wanting to be able to review and
00:13:08 00:13:12 understand things at a high level
00:13:10 00:13:14 so here's basically an example of what i
00:13:12 00:13:14 just toked about but in an actual
00:13:14 00:13:16 report
00:13:14 00:13:19 over the course of time somebody changed
00:13:16 00:13:22 the utm medium for linkedin
00:13:19 00:13:24 from paid to paid social and now there's
00:13:22 00:13:26 two separate line items even though
00:13:24 00:13:28 that's the exact same set of campaigns
00:13:26 00:13:30 it's very frustrating to have to do this
00:13:28 00:13:31 because then you have to go back in
00:13:30 00:13:34 try and group them together with a
00:13:31 00:13:36 custom channel grouping or you need to
00:13:34 00:13:37 just total up the line items to know
00:13:36 00:13:38 what's going on
00:13:37 00:13:40 so this is where things can get
00:13:38 00:13:41 confusing i don't have a good example of
00:13:40 00:13:43 one because
00:13:41 00:13:44 quite frankly most of the folks i work
00:13:43 00:13:46 with do a pretty good job keeping their
00:13:44 00:13:49 google analytiks platform clean
00:13:46 00:13:49 but this just shows two lines for the
00:13:49 00:13:52 same thing
00:13:49 00:13:53 i have seen upwards of 10 different line
00:13:52 00:13:55 items for this
00:13:53 00:13:56 exact same set of campaigns because
00:13:55 00:13:59 people just weren't consistent and
00:13:56 00:14:01 didn't have a naming convention in place
00:13:59 00:14:03 the next is to remember that your format
00:14:01 00:14:05 matters watch your capitalization which
00:14:03 00:14:06 i teased in the source section
00:14:05 00:14:08 because every time you have a difference
00:14:06 00:14:10 in capitalization it is
00:14:08 00:14:11 treated differently even if it says the
00:14:10 00:14:14 exact same thing
00:14:11 00:14:15 google as a source all lower case is
00:14:14 00:14:16 going to show up as a different line
00:14:15 00:14:18 item
00:14:16 00:14:20 than google with a capital g at the
00:14:18 00:14:21 beginning will so you'll then have the
00:14:20 00:14:23 same issue that we just had there'll be
00:14:21 00:14:24 two line items for
00:14:23 00:14:26 google all lower case and google as
00:14:24 00:14:27 title case and that'll be a bit of a
00:14:26 00:14:29 pain
00:14:27 00:14:30 additionally know how different symbols
00:14:29 00:14:33 are going to be read if you put
00:14:30 00:14:34 different types of markings and
00:14:33 00:14:36 different symbols into
00:14:34 00:14:38 your parameters they may show up
00:14:36 00:14:39 different some will default to be a
00:14:38 00:14:41 space
00:14:39 00:14:42 others will not so keep in mind how
00:14:41 00:14:43 those are going to be pulled in
00:14:42 00:14:45 i'm not going to run through all of them
00:14:43 00:14:47 now but if you're thinking about using
00:14:45 00:14:49 some type of special character
00:14:47 00:14:50 within your tracking parameters do some
00:14:49 00:14:52 research and figure out how
00:14:50 00:14:55 google analytiks or your crm or
00:14:52 00:14:57 analytiks platform will read that symbol
00:14:55 00:14:59 before utilizing it lastly don't be
00:14:57 00:15:01 afraid to leverage dynamic tracking
00:14:59 00:15:02 there are a number of platforms that
00:15:01 00:15:03 will allow you to utilize that and
00:15:02 00:15:06 honestly
00:15:03 00:15:07 the less you have to type in the less
00:15:06 00:15:08 chance you're going to have of messing
00:15:07 00:15:10 something up
00:15:08 00:15:12 and causing the double line item issue
00:15:10 00:15:14 that we've toked about or even more
00:15:12 00:15:16 bigger problems than that
00:15:14 00:15:17 we actually have a couple videos on this
00:15:16 00:15:20 platform that you can go check out
00:15:17 00:15:21 facebook ads have dynamic url parameters
00:15:20 00:15:22 that you can check out at the top of the
00:15:21 00:15:25 screen right now
00:15:22 00:15:27 effectively they use two curly braces
00:15:25 00:15:28 or squiggle brackets whatever you want
00:15:27 00:15:32 to call them to
00:15:28 00:15:34 pull in the campaign name add name
00:15:32 00:15:35 ad set name dynamically so you don't
00:15:34 00:15:37 have to type it in
00:15:35 00:15:38 which is great and then for google ads
00:15:37 00:15:41 you can create your own
00:15:38 00:15:42 custom parameters that are based on the
00:15:41 00:15:44 campaign name
00:15:42 00:15:45 ad name keyword there's lots of
00:15:44 00:15:47 different options there
00:15:45 00:15:50 but again this makes it so you don't
00:15:47 00:15:51 have to set up custom tracking templates
00:15:50 00:15:52 for every single portion of your
00:15:51 00:15:53 campaign
00:15:52 00:15:55 you can have one tracking template that
00:15:53 00:15:57 you know is right and then adjust your
00:15:55 00:15:58 custom parameters to pull in information
00:15:57 00:16:01 dynamically
00:15:58 00:16:02 overall utm tracking parameters are
00:16:01 00:16:04 massively important
00:16:02 00:16:06 if you're trying to pull all of your
00:16:04 00:16:08 data into a single platform
00:16:06 00:16:09 and although there's not really a right
00:16:08 00:16:11 or wrong way to set them up there
00:16:09 00:16:13 definitely are some things that you need
00:16:11 00:16:14 to keep in mind so that your data is
00:16:13 00:16:16 going to be
00:16:14 00:16:17 clean all shows up in the single line
00:16:16 00:16:19 item that it should
00:16:17 00:16:20 it matches back to the different
00:16:19 00:16:22 portions of the platform so you'll
00:16:20 00:16:23 actually know what's going
00:16:22 00:16:25 on and be able to optimize based on
00:16:23 00:16:26 performance but then you'll also be able
00:16:25 00:16:28 to compare
00:16:26 00:16:29 within the channels as well as across
00:16:28 00:16:31 the channels of how things are
00:16:29 00:16:33 performing and make
00:16:31 00:16:35 bigger business decisions like budget
00:16:33 00:16:37 and new channel strategy
00:16:35 00:16:39 based on those types of data that you're
00:16:37 00:16:39 seeing coming through if after watching
00:16:39 00:16:42 this video
00:16:39 00:16:43 you're still stuck on some of the utm
00:16:42 00:16:44 pieces and how they work
00:16:43 00:16:46 feel free to reach out to me in the
00:16:44 00:16:46 comments i'd love to be able to help
00:16:46 00:16:48 follow up
00:16:46 00:16:49 thanks for watching our video if you
00:16:48 00:16:50 thought it was useful give us a thumbs
00:16:49 00:16:51 up below
00:16:50 00:16:53 we release a new video at least once a
00:16:51 00:16:54 week so if you want to get notified of
00:16:53 00:17:04 when a new one comes out be sure to
00:16:54 00:17:04 subscribe to the paid media pros channel

Congratulation! You have finally finished reading UTM Parameter Tracking Fundamentals and Best Practices and l believe you have enough understanding UTM Parameter Tracking Fundamentals and Best Practices.

Come on and read the rest of the article!