POP QUIZ: What does the acronym UTM mean?

(answer at bottom of article)

UTM parameters don’t have to be intimidating. Utilize this simple best practice to take your UTM campaign game up a notch.

Be K.I.S.S.-D (Keep It Simple, Short & Descriptive)

Would you believe we humans are complicated creatures? It’s true. As such, we like to complicate things. This applies to everything from the name of our digital campaigns to whether or not capitalization appears anywhere in a URL string.

If you want to make sure you’re getting accurate reporting and verification on which campaign sources are providing the best ROI, keep your UTM parameters simple. How simple? Down to the letter.

Letters in your URLs should be lowercase. We suggest this not because they have to be, but because in doing so, you’re removing more room for human error across mediums, and you’re ensuring more accurate reporting in Google Analytics and the Management Portal Traffic Source area.

Another best-practice tip: Be descriptive when naming each element in the UTM string. Your UTM parameters should tell a story.

For instance, what can you learn from the parameters in this UTM tag?

You’re right!

Using descriptive lowercase letters will ensure accurate reporting and tell us a story about a particular campaign. But do we always want the end user to be privy to this entire story?

If you want to make URLs even shorter, use a link shortening service.

With a link shortening service, you can turn this:

Into this:

Consider the end user for a moment. Put yourself in their shoes. Which of the above URLs would you rather see in the browser window?

The short one? Yeah, us too.

A shorter URL ensures the end user receives the best possible experience. With a shortened link, the browser address bar isn’t cluttered with marketing lingo and the end-user is able to focus on the message rather than the tactic.

Do you have other questions about implementing UTM parameters into your digital marketing campaigns? You’re in luck, we have answers for you! Reach out to a member of the Client Success Team today.

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ANSWER: Urchin Tracking Module.