Some UTM Tips for Search Engine People

Recently I wrote a guest post for the blog, Search Engine People called 13 Excellent Examples Of Google Analytics UTM Tagging You Can Use Too. It covered a few common use cases for using UTM to improve tracking across different channels and activities.

Tracking URLs and parameters is one way around this problem. Making it possible to attribute traffic originating from outside of a browser, such as clicks from a mail client, or ensuring referring traffic is attributed to paid or promotional activity. As Urchin Tracking Module (UTM) tagging is used by Google Analytics ( URL Builder ), it is the most popular example.

Good tracking isn’t just about what the technologies involved can do and where they can be employed. Just as critical to the success or otherwise of any attribution frame work is how it is executed internally, accounting for factors like clear documentation, processes that make sense from a business perspective and are a part of the normal campaign workflow.