Do you love UTM parameters?! Do you know attribution?
Let me tell you something folks.
If you want to make better decisions with your digital marketing, you have to learn about attribution.
There's a lot of nuance and context around this.
Unless you get better at figuring out what's actually contributing to your success, you'll always be in the dark.
But so what? if you're doing well, who cares?
Because blind success does not last forever.
Something bad could happen and you won't even see it coming.
Let's put some context around this.
Let's say you're promoting your business in Facebook groups.
You post almost daily but you're posting often enough.
Your post has a brief message and a link back to your website.
Now how do you know if this Facebook groups strategy is working?
Just look for Facebook referral traffic in GA?
See, you're probably going to get traffic from FB in general but what about traffic from groups? How do you differentiate traffic from these vs anywhere else on FB?
I'll spare you the details but they're little bits of text added to the end of a URL to provide more insights. The main ones are Source and Medium. I also recommend using Campaign.
A classic case for using UTMs is in email marketing. Source: newsletter, Medium: email, Campaign: XmasPromo2021
If you didn't have UTM parameters, you wouldn't know which email you sent out was contributing to growth/sales/traffic/whatever.
In the case of the Facebook groups, I'd say Campaign could be the name of the group. Source: FB, Medium: social.
It's manual - yes. But you have to do this if you want to make smarter decisions.
Otherwise you're spending time and money without knowing for sure what's really working.
Don't get caught in the illusion that just because you're doing the work, that it's actually working.
I'm running paid ads for my online store and it brings in the most amount of traffic to my site. But it's not the biggest sales driver. You know what is? ORGANIC. Which means SEO.
I'm running search ads and shopping ads. And the shopping ads are doing a lot better than the search ads. Makes sense, what I sell is highly visual (personalised baby gifts btw).
But if I didn't have proper attribution, I wouldn't know what was giving me results. I'd be burning cash on ads because "clicks".
Stop playing with fire.
Start using UTM parameters in your life.
Learn about attribution.
You know it makes sense.
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