The Measure Your Marketing Blog
Four UTM Link Mistakes Ruining Your Marketing Analytics
Are these UTM Link mistakes ruining your data? There’s no coincidence that successful entrepreneurs & founders always seem to know their numbers inside out. These people are able to answer the tough questions about how their business is performing because they know the facts.
There are two types of entrepreneur… those that know their numbers, and those that don’t.
The ones that don’t know their numbers tend to be struggling – whether that’s trying to get on top of things, wondering what’s working, or even worse trying to figure out if they’re going to be able to pay the bills next month!
Creating a dashboard of your data is easy with a free marketing analytics dashboard in Data Studio. But if the data you’re collecting isn’t accurate, you might as well be straightening deck chairs on the Titanic!
Let’s cover an important rule of thumb:
If the link isn’t on your website, it should be a UTM link!
If you’re linking to your website — it should be a UTM link, and that means you’ll always know what’s getting you results (and what isn’t).
UTM LINK MISTAKES #1
Thinking you need to be a Google Analytics pro
It’s easy to think that you need to be a master of Google Analytics to measure your marketing results. The truth is – a little goes a long way when it comes to analytics.
People think that being good at analytics is all about mathematics and advanced statistics. In my experience, the key is problem solving — not numbers.
Analytics is all about answering questions and knowing how to look for possible causes (guess and check).
Knowing the metrics that matter to your business (like Traffic volume, Conversion Rate, Average Revenue Per Customer) and where to find them in Google Analytics is half the battle won.
The real skill is knowing to segment your data so you can compare and contrast those metrics for different groups of people.
With those two skills, you’ve got plenty enough talent to get a huge amount of value from UTM Links (they give you meaningful ways to segment your data and see actionable insights at a glance).
UTM LINK MISTAKES #2
Assuming once you’ve installed Google Analytics, the work is done
I hate to say it, but that’s not quite how it works.
If you’re not using UTM Links, you’re throwing away vital information about your traffic.
Even though you’ve got Google Analytics set-up on your site, without using UTM Links, it’s virtually impossible to measure the effectiveness of your marketing strategies and tactics.
Without accurate measurement, you won’t know what to do more of and what to stop altogether.
Using a tool like UTM Link Manager makes the whole process easy.
UTM LINK MISTAKES #3
Knowing you should use UTM Links but putting it off
UTM Links might seem intimidating on the surface, but if you’re using a tool like UTM Link Manager it’s actually really straightforward.
And the benefits are huge!
Plus, the most important thing to remember is that you can’t add UTM data to old traffic — if you’re not tracking the data now, it’s gone forever. So make a commitment to yourself that you’ll stop waiting for the perfect time to start using them!
UTM LINK MISTAKES #4
Not having a system and not tracking your links after you create them
Most part-time and amateur marketers just create their UTM links on the fly – and sometimes don’t bother or forget to even create them!
They also don’t check that they’re properly structured and that they’ve added the right information.
And they certainly don’t take the time to store vital contextual information that will let them identify and double-down on a marketing tactic if it generates results (or tweak it if it doesn’t).
Creating good links isn’t enough – you have to store the extra information somewhere (like timing, targeting params, media choices, and much more).
When it comes time to review your results, this information needs to be readily available.
Some people use spreadsheets for this, but then you’ve got the problems of managing versions, ensuring the file doesn’t get lost, backing up your data, and trying to make it look neat and tidy.
We created UTM Link Manager because we wanted somewhere to store this information that was easy to use, secure, and reliable.
Plus there’s a lot of little things to look out for when using UTM Links and we made UTM Link Manager handle avoid these pitfalls automatically, including:
- link formatting
- required tags
- which tag is for what
- not using capitals
- shortening your links
We built UTM Link Manager so you don’t have to worry about any of these things because the system handles them for you.
That’s a lot of stuff to think about every time you launch a campaign or promote your business…
It gets even harder if you add a marketing team to the mix. Then you’re not just checking yourself – you’ve got to check everyone else as well!
BUT how do you create accurate UTM Links without spending all your time checking you’re doing it right?