Let’s say you have created a marvellous marketing campaign that significantly boosted your conversions and increased brand awareness. You have devoted a lot of time and effort in order to make it perfect and adjusted to your target audience’s needs and preferences. You have done your best and your actions have brought fruits to your online business. Bravo!
However, there is one little tiny problem that might put a shadow on your marketing campaign success which is an uncomfortable question that should be responded immediately. And that is – what element of your marketing campaign turned out to be most crucial and contributed most significantly to your success? Was it a newsletter, a Facebook or Instagram ad, an ideal form on a landing page or maybe a specific keyword you used in your campaign? Can you honestly determine?
Once you have succeeded in your marketing actions it is obvious you would like to repeat this accomplishment. However, there is no point in doing an absolute copy of your previous marketing campaign. What you should do is to extract the most beneficial elements of it while creating a new one. And here comes a URL builder to the rescue.
What is URL builder?
In order to define a URL builder the first thing to do is to tell a few words about UTM parameters. To put it brief, UTM parameters are unique tags (little fragments of text) added to URLs which provide Google Analytics or any other analytical tool with more information about each link. Using them let you obtain more insight about traffic on your website and conversions.
Being aware of UTM parameters existence, it’s about time to define a URL builder. It is a simple and easy to implement tool that enables to add UTM parameters to chosen URLs. Once a user clicks on a custom link UTM parameters are sent to an analytical tool and you can identify which URLs are the most effective in attracting audience to your content.
How to use URL builder?
To be honest, there is no point in writing a longish manual on how to use URL builder as the tool does everything for you. All you need is to choose URLs you want to tag, add them to URL builder and the tool generates automatically links for you. The builder is highly intuitive and even if you are an absolute freshman in this field you will be slightly guided through the process and everything will go smoothly.
Basically speaking, there are five UTM parameters you can add to your URLs using a URL builder but the following three are the most important:
- utm_campaign – referring to the unique marketing campaign you run.
- utm_source – referring to the place where you leave your link helping you defining which pages work best for your conversions (examples: Facebook, newsletter, landing page),
- utm_medium – referring to a user’s action that brings them to your website or landing page (examples: banner, Facebook ad, Instagram post, email).
The other two are utm_term and utm_content. Nevertheless, it is more advisable to start off with the basic package and additionally expand it once you have some experience in using UTM parameters and URL builder.
All in all, UTM parameters and URL builder can both significantly improve your marketing actions providing you with valuable information about each element of your marketing actions. They simply let you understand which of them is primarily responsible for your marketing campaign success. Therefore, you should never underestimate their power as they can truly make a difference and help your marketing strategy thrive.