The other day I was looking at Google Analytics and I noticed on a new client’s Klayvio emails, the UTMs on all the links is just this:
I always recommend customizing and expanding the UTMs to each individual link so each link is unique and trackable and also includes at least:
In practice, for a submit button, it could look like this:
- utm_source is the platform you’re using, in this case, Klayvio, but it could be MailChimp, Attentive, etc.
- utm_medium, should change to something like â€˜emailâ€™ since thatâ€™s what this is.
- utm_campaign should change to the name or date of the email so you can easily identify which campaign it is.
- Then, utm_content is where the magic is. This is some text to uniquely identify the link that someone clicks. In this case, “get-your-product-button” because this is a real button.
When you add these custom UTMs and identify every link to the website with a specific UTM for Source, Medium, Campaign and Ad Content, you get much more rich data. Google Analytics and other 3rd party reporting platforms can detect and filter with these additional UTMs.
Now, we can tell which links/styles are driving the most traffic and conversions. Then we can be sure to use them again if theyâ€™re good or not if theyâ€™re bad.
For instance, in another recent email campaign we know which link/button by far drives the most sales, and can tell from which other links we get traffic and conversions. See below to see how well the ‘get-your-product-button’ worked.
After looking at this data in Google Analytics, we’re able to tell what works best, and in most cases, it’s an actual button with a CTA that provides clear direction to the user. Paired with showing benefits of your product/service, this can be a very clear winner that you’ll understand and be able to replicate.
UTMs will also tell you which links aren’t working so you don’t use them again.
Ultimately, it only takes a few more minutes to add these UTMs to all the links, but it can definitely provide valuable, actionable data.
Let us know how you like to use UTMs in your email campaigns