#Utm meaning marketing software

Without adding UTMs to your links, Google can show a lot of your traffic as ‘direct, none’. Then let’s get tracking link clicks properly. So if clicks are the most stable metric, and they show us how good our calls to actions are, how good the copy in the email is, how interesting what you’re sending people to is to the user….

#Utm meaning marketing software

Your marketing automation software will automatically show them as having opened your email if they click - hurrah! This really does show you how engaged people are with the content you’re emailing them. The most stable metric is the email clicks. We don’t set goals around open rates for this reason. The problem is that if people don’t have images enabled, this pixel might not register. If that pixel loads, it’s considered that this email has been opened.

You might think it’s all about the open rates, but nope - open rates actually work in a bit of a strange way - and they’re not always to be trusted.Įmail sending platforms will add a tiny image into your email - it’s a little pixel which pretends to be an image. Link clicks are important data to be tracking. UTMs push data about your link clicks into your Google Analytics. Why should you be using UTMs in your email links?

Shorten that new URL you’ve built (if needed).

Use a UTM builder to add the data you want to track (more on this step in a little bit).

Get the URL you want to send traffic to.

Note: people also say ‘UTM parameters’, which is - in short - a fancy word for ‘measurable factors’.īut how do you generate your UTM Parameters to use in emails to your list? Here’s an example of what a UTM could look like: A UTM is a simple bit of code which is added on the end of a URL which allows you to track campaigns in Google Analytics.