When building online marketing campaigns, more likely than not you will be distributing various pieces of marketing material in multiple places across the web.
Some of those materials might be:
- Ads on a range of websites
- Social media posts
- A CTA about your product in your monthly newsletter
- An article on the blog of an online industry magazine
Before you know it, you have a wide-range of sources leading traffic to your landing page. But how do you determine which material is more effective? Or what social media post has a higher CTR? This is where Google UTM parameters come into play.
What is a UTM Code?
UTM stands for Urchin Tracking Module and is the model adopted by Google for Google Analytics. A UTM code is like tags attached to a URL to send additional information about a marketing campaign which helps gauge the effectiveness of campaigns. UTM generally helps track the source, medium and campaign name but can include campaign term and campaign content.
You have probably run into UTM URLs before. They typically look like this:
If we deconstruct this URL we can easily see the additional information being stored in the URL:
Source = pardot
Medium = email
Campaign = pardotpro
UTM and Pardot
When you connect the Google Analytics connector in Pardot, you’ll gain access to tracking UTM parameters on the Prospect record. The data will appear in a dedicated table located below the custom fields section on each prospect profile. This information will only be populated for prospects originating from a UTM link.
Once the tags are in Pardot, the fields can be synced with a compatible CRM system, allowing you to use the CRM reporting features to run custom reports on your UTM tags.
How to build UTM URLs in Pardot
You can use Pardot’s custom redirects to build custom redirect links utilizing Google UTM tags. When building your custom redirect, Pardot gives the option to add UTM tags to your custom redirect. When someone clicks on the custom redirect the URL will have the UTM appended as seen below:
You can also use Google’s URL builder here: https://support.google.com/analytics/answer/1033867
If you are a Cheshire client, ask your L2R Success Manager how your team can effectively use UTM’s with Pardot. We will be happy to set it up for you!