UTM parameters are just tags you add to a URL when a link with UTM parameters is clicked, the tags are sent back to Epica for further analysis.
The most common parameters are:
- Source: Identifies the site where the traffic came from.
- Medium: Identifies the type of link used, such as cost per click, social or email.
- Campaign: Identifies a specific campaign.
- Term: Identifies search term used.
- Content: Identifies the type of ad used for the campaign (banners, text, etc)
In this example we can see how 3 parameters were used, the source which in this case is Google, term, and gender, as you can see, the last one used is not a common parameter, Epica lets the customers customize these parameters to make a much more specific follow-up of the campaign.
Thanks to this you can measure the efficiency of your campaigns depending on the results obtained and use this information to carry out better campaigns in the future.
Using UTM parameters, you can find out how much traffic came from a particular Facebook post instead of Facebook referrals in general. You can tag your Tweets and compare traffic from your Twitter account to overall Twitter referrals. You can use UTM parameters in newsletters, cost per click (CPC) campaigns, on your blog… the possibilities are endless!
UTM Builder is one of the many tools that Epica provides to its customers, this tool allows you to create customized UTM’s, from generating predetermined settings to creating custom tags for each campaign, and saving them for reuse in subsequent campaigns.
To check or create a new tag go to the “Tags” option in the UTM Builder menu.
You will see a window with all the tags already created, you can click an existing tag to add “Suggestions”, which means the most common possibilities for a tag. For example, good suggestions for utm_source could be “facebook”, “google” or other common sources.
To add a new suggestion just fill the textbox with your suggestion and click on the “+” icon.
To check the presets or create a new one go to the “Preset” option in the UTM Builder menu.
Here, you can see all the presets already created, you can create a new one clicking in the “+” icon in the top left of the screen or edit an existing one clicking the one you want to change.
You can also see some properties which every preset has:
ID: Identifies the preset.
Name: The name of the preset.
Description: A short description of the preset.
Tags: The tags used to build the preset, these tags will appear when creating a link with UTM Builder using this preset.
Version: The version of the preset, if you modify it, it changes to version number +1.
Created at: The date was the preset was created.
Updated at: The date where preset was updated, if the present is not modified yet, it will be the same as “Created at”
When you click on the “+ CREATE” button, this form will appear.
Enter the name of the preset and the description, then, to add new Tags click on “...” button.
You can choose between the tags already created, if you choose one, the suggestions of the picked tag will appear when you click the textbox, if there’s none, you can enter the text you want to use.
You can also delete certain tags by clicking on the “” icon right of the screen.
When you are done creating the preset, click the “Save Button in the bottom right of the screen and the preset will be created.
The new preset will now appear in the “Preset” menu and you can edit it by clicking it.
Building de URL
To Build a URL go to the “Builder” option in the menu.
Simply select the preset you want to use and paste the URL of your webpage.
If everything is right, click on the “BUILD” button in the bottom right of the screen.
This will output the link with the UTM parameters.
And you are done! Use this link instead of a normal link in your campaign to make sure you track all the valuable information you need.