Why It’s Good for Tracking Inbound Traffic

Inbound = your website, what brings the traffic into it, Ads, Social or referrals.

Learning UTMs is going to stretch your brain a bit, but like anything that’s a little bit challenging, you know that gives you a gap, some distance in cleaner insights and decisions than the next business.  The time, effort and learning curve and implement this strategy, their data will have gaps that you will see clearly. 

So what UTMs do is help you see who, where, what in the people you send to your offers, blogs, pages, products.   

That answers some of your key questions. 

  • Which Channel; Facebook, Google, Instagram, YouTube
  • Which Ad
  • Which Headline
  • Which button – what text
  • All your variables.
  • What does the traffic from your email campaigns do?
  • What does the traffic from your FB|GAds do?
  • Is my SEO doing anything worth investing more into?
  • Who is my best referral link?

Know your audience, content and language (messaging and tone) and you can have a classy marketing strategy with happy customers spreading the word about the good you do.

So that is why building the UTMs, which helps you structure your way. Of tracking the media, the call to actions and the channels, the traffic, the reading of the information from these different sources into your website, your blog, your call to action page, your landing page, your services page.

Don't Want To Watch The Video >> here is the TRANSCRIPT

Hello and welcome to the second training in our Google Analytics training. And this one is going to stretch your brain a bit, but like anything that’s a little bit challenging, you know just because it’s that little bit challenging, it’s going to put a little bit of distance between you and the next business because if they don’t get over this learning curve and implement this strategy, they’re not going to have as good data as you would.

What do UTMs do? Why we need it?

0:37 – So what UTMs do? UTMs customise your traffic so you can read it, and that makes sense to you. And what that does is that answers some of your key questions. Now, some of the questions that I get asked is, Irene, I don’t know is my LinkedIn bringing me the people that convert or is my YouTube, or is it Facebook? What is it my emails doing? And if you don’t track it properly, it’s going to be a little bit of guessing, and guessing is never going to get you a good, consistent result. And that is how a business grows when you can make a little actions, little decisions that helps you move the needle in your business. 

So that is why building the UTMs which helps you structure your way of tracking the media, the call to actions and the channels, the traffic, the reading of information from these different sources into your website, your blog, your call to action page and your landing page, your services page, your e-commerce store like your retargeting campaigns and your abandoned cart, etc etc you want to be tracking that, what did they look at and why did they convert, and did they see a LinkedIn post, a Facebook post or an Instagram post before they converted? Did that contribute to using goals, or conversions happening. So just remember, UTMs are used only for external traffic coming into your business. You do not ever ever ever need to put UTMs on any of your buttons, links, anything like that because analytics out of the box will track that in a basic level. There is next level advanced, but what we’re talking about is how you can do this kind of tracking without having to pay someone like me to do it for you. And if you do this right and implemented over the period of your business from you the start or the day you learned this and you really roll it out, then what you’re doing is you’re probably saving yourself between $1000 to $2,000 by doing this work, setting up the framework and getting some clean data coming into your business. And not only from that point of view, but the fact that you’ll have some clear insights on which image and which call to action that you wrote and made them convert, that struck a chord that hit a nerve. 

And that’s what you want to know about your audience, you want to know what resonates with my niche market. What makes them act, what makes them stick. And when you know that you can do more of that. You can take the conversation further and have permission to do so because you keep on listening and improving, listening and improving, and that’s the whole point of making sure you’re tracking is set up correctly. Okay, so that is why we do UTMs. 

How to set up UTMs

3:41 – Now let’s get into the how. And don’t feel like “ohh…I must be stupid or not meant for this.

Nothing I have ever done. Did I pick up on the first video? Some of the more complex things, I’m still going back and looking and relearning and finding something that I missed the second, third or fourth time so watch it over and over again, journal it, do it. Watch it, make some notes, do it. When you’ve actually implemented the steps, the lessons sink in, so don’t constantly remind all these mind maps out, you need to actually make it happen, do some. 

Don’t worry, we’ve got a couple of tools that are gonna make it really easy. I’m going to tell you my preference and then you can choose what’s good for you or kind of working pattern. 

4:34 – So, The whole point of setting up UTMs because I want you to be invested, so you’re gonna stick with me through the curly stuff. You need to know what information do you need to make better decisions. And this is the whole point of a UTMs is, helps you tell your traffic story.

  • You want to know what does my Facebook traffic do? 
  • Does emails and Google Ads contribute to the conversion from people who originally came from Facebook? 
  • Does my Facebook traffic make my customers sign up for my newsletter? 
  • Does my Google traffic actually spent a lot of time on my website? 
  • Is paid working for me? Is paid on Google working for me? 
  • Is paid on Facebook better? 

You want to know that. So especially when you’re getting up to that level of spending money on content marketing people and on paid ads, you definitely want to UTM all your campaigns. It’s different UTM for Google ads and your agency or Google Ads person should be doing that for you so make sure you ask that question. It is a different what I’m showing you today, but it’s definitely useful to find out interesting insights about what people are doing from which campaign. 

What to expect?

5:48 – So what you are looking at testing is the graphics that headlines and buttons and what you will looking for is signs of life from your traffic, you want to see, are they looking, are they interested now they invested. 

I have a mark-up for interested as being 10 seconds and scrolling activity on a page. Invested means they made contact or downloaded something and given me their email address in some capacity, that’s invested, or made a sale. Invested has made a sale. That’s when they’ve done, there’s a couple of other steps in that, but that’s telling you what kind of traffic is that. 

Are they just looking, are they interested or are they invested? And when you know which traffic does what, you can do that every day till Sunday.

What is the structure of a UTM?

6:36 – A UTM is made up of these five elements. utm_campaign is the product or service that you offer a new business, and these are pretty consistent, you don’t normally change these because these are just the services that you offer in your business, whether it’s a product or a service, or both. Put that in your campaign list.

And I’m just going to show you something here, this is one of the tools different tracking guys have their own version of it. This is my head coach and he’s the best in the States and what he does and so he set this up as a template for us to use and given us a little bit of run through of what that is. 

Your campaigns are your products or services. So if you sell coffee mugs or call me a coffee mug or it could be a skirt or it could be dresses or it could be, etc. When you’ve got a lot of products, put the category in there. You can find that there’s a different way of doing actual shopping campaign tracking that I’m not going to go into in this one but just put the category in there, or the particular offer that you join. So, that, that is your campaign so this should stay the same all the time.

7:59 – And these should stay the same all the time, so these are your traffic utm_sources that you’re using and you use the brand name in this one so Facebook, Google and YouTube, Infusionsoft, Active Campaign, whatever your software stack is made up off to bring traffic to your site. Then that being your social media stack as well.

8:21 – And then you want to the utm_medium lets us know: was it a share, was it something that you grabbed a blog, you put the UTM link behind it and you post it out to your Facebook or LinkedIn group, and you shared it that way, or was it a paid campaign? Or was it an email campaign, was it from an affiliate, it was a webinar, it was a podcast, it was a video, etc. So, that’s what medium means in that one.

8:48 – These once you set it up, especially for your business size, stay the same. Yeah. Once your understanding of how to run it your way. Follow this template and it’ll keep it really clear.

8:59 – utm_term – this is when you do your AB testing elements. So term is searched in the secondary dimension in Google Analytics under keyword and UTM content is searched as a secondary dimension under ad content. 

Don’t worry, I will show you that coming up and I’ll repeat what it means.

So, This is usually your call to action your hook, how am I going to, because you want to be able to track something that’s going to be relevant for you, especially if it’s a way to identify product to audience. So if you did a call to action, and it was in your email, medium, and you put this call to action being missed and you can track it and you’ll see whether it’s engaged or interested or invested in your content. So you want to be able to easily connect the dots. So, don’t make it too complicated.

9:59 – utm_content – And then your content is usually your image or your email number so I’ve written it down here so you get an example so the product or service for me rumble media is a retainer for Google Tag Manager, Google Analytics and Google Data Studio. That’s a ongoing monthly business service which would most likely be shared in LinkedIn blogs and MailChimp in my email so I’ll do a post outlining the benefit of it, and my call to action for that benefit will be ready to find my image that I want to test his computer Spyglass image, whereas in my blogs, I’ll have something with a power of data, you know, and there’ll be a rocket with the data or image and that’s what I want to test and see if that works. I don’t know if that was a good example there because it might actually confuse you a bit because you might think that it’s something you do within your own blog. You do not UTM internal traffic, Google Analytics covers that tracking.

So, I do video. I do video, and I’d have a tutorial that would be more me, I do a tutorial video. And then MailChimp because that that I think is just open to misinterpretation so just ignore that. It’s probably better to just say YouTube video. Yeah, YouTube, and then it’ll be video, share, and or just video or share. And then over here, if I would have the actual video detail, the name of the video. And then the term will be whatever the title of the video is. And then this one in MailChimp will be the title of the email, and then I will have image, number of email and which sequence it was in. For me when I’m going through it and you will initially start good with your naming conventions on how you’re going to track things, and then get better if you find a better way for your team on how to track it.

The Big Picture WHY

12:01 – Now, this is the whole reason for doing UTMs and it’s going to take you depending on how much traffic you get on a month to month basis in your website, it’s going to take you a little while to start seeing some really cool data maybe 60 days maybe 90 days. But what you are going to see you are going to see information. 

So, this is where UTMs are shown in campaigns (in Google Analytics), the campaign is a product service. And then under here, if this is set up correctly, which it isn’t, and you will have many sources coming to it. Right now always seeing is Google pipe, but you could have to this product, you can have emails can have YouTube, and there will be a whole list of source mediums and then you’d be able to check, “oh you know what, this is doing really well from this source!”. 

So then you will know that my engaged people come from this source medium. My interested people come from this source medium and then you know what to do when you are talking to this particular audience and you want to make them aware of the product, and you want to take them through the full cycle of a way to engage to convert it. So that is how you will use this to map the campaigns that you’re doing: email or paid. 

13:27 – But it’s down in here in this particular one that you would like to see a lot of this cool cool data coming from UTM over a 90 day period. Is you’re going to see you’ve got assisted conversions the value, last click, etc and you’re going to see along here when this is set up correctly, you’re gonna see where in here they helped. Like you’re going to have multiple, but because this isn’t set up properly I can’t give you a demonstration in the clients I’ve set it up properly for there yet to have at least 90 days data so I can test it for you but it is starting to look really cool. So then what you’re going to have is you’re going to be able to see that Facebook, email and LinkedIn is what assisted my conversion. 

14:16 – So therefore those three are my go tos, when I’m pushing out content. And what was the content, what was the, the keyword, and then who was the audience, etc and you can just go in and find some really cool data. This is something that I think we need to cover in group catch up of looking at your data but to me in that group catch up you actually need some data to discuss. So you’re gonna have to do this, you’re gonna have to build your UTMs and start populating some really cool data from the activities that you’re doing online. And for a lot of businesses what you’re going to find is email is going to be a pretty important player in getting people down the funnel and to convert in your business. 

You get better data, you make better decisions, you answer better questions, and then as you get better with implementing it you can ask better questions when you are doing a 13 week forecast. You were saying that you’re going to do this and it’s going to happen here because you’ve got all this historical data that will allow you to do this kind of forecasting in your business and that is how you constantly get this happening is when you make a prediction, and it either exceeds, or doesn’t hit that and then you can look at what was the problem? How can we fix it? What wasn’t hitting? 

15:38 – But if you’re not tracking it with proper UTMs, you’re not going to be able to have that data. And then what you’re going to be able to find out is some really key interesting data about your different segments. 

So, that is the reason we set up UTMs. so you can go from asking questions here, and not having a really clear answer of it and then getting to this level. This level and that level is when you’re getting into GTM setups and actually GTM Google Tag Manager starts here, but it’s always worth it for each level for you to get to this level you need to do this level. Is really important. And this is where you can first come in so trust me when I say what I’m teaching you here is a really good foundational step that later on down the track when you’ve got your e-commerce store or your online education or your tourism, or your holiday packs or whatever your business model is, you can look at your marketing calendar and do forecasts and answer some really top level questions but every time we jump to a different level of data and understanding the behaviour of your clicks from your online activities, it goes to that next level of plan, audit what you’re looking at what you can see, what questions would you like to answer, this data doesn’t answer it. 

  • What do we need to plan for how do we build that. 
  • What do we think we’re going to get report optimized etc and that’s this level. 


So this is what you should be able to get to, in this analytics training is you should start getting into this. When you go from looking with a torchlight for information and insights to having the electricity on a home so they can see what’s happening in the dark corners of your tracking. And then of course this one goes to spotlight and this one goes through radar. You know, seeing things coming in the future and you know you can see the data already trending towards what you forecasted to come into reality.

measurement marketing levels

UTM Tools

17:53 – Anyway, so, let’s look at the tools. Now the tools to bring that building UTM is this one by Google, which is a campaign URL Builder. It’s a little bit different than what I’ve explained then got campaign campaign campaign campaign campaign everywhere so that’s going to confuse you a little bit by somewhat I’ve just told you. But the campaign name is this one, so product. You know, this is brand, Facebook. And it’s not newsletter, it’s MailChimp, and this one will be email, I forgot, Facebook, share or CPC choose one whichever one it is. We’ll go share, and then it will go GTM. Basic set up.

18:44 – I’m just going to do it one more time, A campaign term, ‘get-better-data campaign-content’. When I say Spyglass computer. And then down here you get that and then you can convert it with a bitly link and you, I think you have to go to the go to your Bitly login and I’ll pull this over and do the little small URL for you which you can put in your LinkedIn profile.

I mean, behind your blog in your LinkedIn, or in your if you’re doing a campaign in Instagram you can put that link into your bio.

The Spreadsheet

19:24 – There’s another tool here, this one was given it kind of giving you a little bit of an intro into this, this is a spreadsheet and what it does. So this gives you a little bit of a summary of what the purpose of each, and then then it comes over here and it tells you again, so you want to make sure your campaign or your product, your medium is what it is, whether it’s share, email etc and then these are the platforms that you use to bring traffic to your website. 

19:57 – And then down here are tags, whether it’s an email, Facebook, paid or share that you affiliate Google, then anytime you want to add something else you just duplicate and make sure you just copy the last one and then bring it over and make sure you leave notes of where you’ve put this so then if you go back and you track the check in your analytics that you made a mistake, then you know exactly where that is so that you can go and optimize that and link out there in the world. 

UTM.io Tool

20:26 – Now the next one, the last one I’m going to review on how to do UTM building is this little lady, UTM.io, I’m still playing around with it, and having a look around and I kind of like it so far. You can invite people to it so you can start it off and then when you decide you can afford a VA, etc. or you can go pay it and hire someone to do your analytics for you, then you can come in here and you can set up your campaigns, and your mediums and your source, and then do these individually, as you run the campaign, and then you bring up your templates you create one whether it’s for email or and then when you go to do one you can build it in here and this has the bitly link behind it too. 

Also got a Chrome extension which I haven’t played with yet, but I think if you’re a little bit adventurous and like looking under the hood of a software, this can be something that you can definitely play with, and it got an import your analytics parameters in there as well so there is a way to pull in work you’ve already done that if you further down the UTM tracking journey and you need to probably tidy up some of your parameters, then you can do that to in here. 

Start tracking

21:41 – So, I would give it a little bit of a play and start small, start with your email,  start with your Facebook posts, and then before long, you’re gonna have some really cool data to look at. And even if you have a look at that data in these in your campaigns. You should do this over segment over the top, and then you can have a look at the conversions here, your goals against your campaigns, against your segments. Oh my god. And the beauty of it is, is that once you do this once, come up here and save it as a report, so it’s up here in your customized saved report. As you go through these trainings and I tell you about these reports, and you populate it in your analytics. Save it. 

And then you can also get it send you an email once a week for the next 12 months, so that you can have a look at your data, check the flicker, which is the little changes that happen in your traffic and your goals that you can see is my business growing? Is my marketing working? Is my LinkedIn working? Is my Facebook working? Then you’re going to get some signs of life, some signals that what you’re doing is actually working. 

And that is the best motivation you will ever receive to keep going, keep hustling, keep pushing, keep shipping, because your business is making a difference to the people that you’re talking to.


23:27 – So, that’s UTM start with the basics, build upon it, and before you know it you’re going to have a very full spreadsheet or a utm.io. This one I wouldn’t touch it just good to play around with and see how it works but you know I would choose between those two to use to build your UTMs, and then do it, religiously. 

If you do things consistently, then moving the needle in your business, and nothing moves the needle faster then good clean data. So, you have any questions jump over to my Facebook page and ask me them there and I’m gonna share this video on that page, so ask it underneath that video, and then that give me context on what you’re talking about. 

Thank you

24:15 – So thank you for watching and the next video training will be segments and how to build segments because that’s a really cool way to do some next level tracking in your reports, even if you don’t have Google Tag Manager set up. Okay, thanks for watching and I’ll see you in the next training.

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