Want to build a traffic pool? Please make good use of Google Analytics and UTM tags to accurately understand visitor dynamics.
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For many companies, they want to build a traffic pool. But as [the logical thinking of digital marketing begins to change](https://medium.com/simple-is-power/%E6%B5%81%E9%87%8F%E6% 96%B0%E7%B4%85%E5%88%A9%E6%99%82%E4%BB%A3-a941e349c779), it is obvious that “user thinking” is more important than “traffic thinking”.
Back to the essence of marketing, there is nothing to escape from [the five processes of “hearing, understanding, understanding and embracing”](https://medium.com/%E5%B0%B1%E6%98%AF%E6% 84%9B%E7%8E%A9%E8%A1%8C%E9%8A%B7/%E8%81%9E%E8%AD%98%E8%A7%A3%E8%82%A F%E6%93%81-5-%E9%80%B2%E7%A8%8B%E6%8E%A8%E5%8D%87%E6%96%9C%E6%A7%93% E6%99%82%E4%BB%A3%E5%80%8B%E4%BA%BA%E5%93%81%E7%89%8C-e838d92e0db8). The “smell” at the beginning refers to exposure and [traffic] (https://www.marketersgo.com/marketing/2019/01/14/mk4-celia-chen-traffic/). For physical stores, it refers to location and crowds; for traditional media, it refers to circulation and ratings; for outdoor media, it still refers to location and eyeballs… Since it is called traffic, it is “flowing”. It never disappears, nor becomes more expensive or cheaper, but is constantly flowing and transferring.
In order to more accurately grasp visitor dynamics and know users’ interests and preferences, we must also understand where the website traffic comes from? The simplest and most effective way is to use the link tagging (Link tagging) provided by Google Analytics to bury different URLs, and this is the specific function of the UTM (Urchin Tracking Module) parameter. Through data interpretation, you can best understand the specific interactive results of your website, blog or fan page.
This discussion about Google Analytics and UTM parameters, special thanks to Vista Club friends Zhong Jiqi and Xie Yazhu for sharing information, I would like to express my gratitude.
UTM parameter setting and management
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Q: How to set up UTM?
A: In fact, the setting is not difficult. You only need to know two things to get it done! The first is the source of Source=Google Analytics, and the second is the medium of Medium=Google Analytics. You can use URL Generator to generate a URL with UTM parameters!
Q: How should tags be managed?
A: You can set it as you like, but please remember to have logic. I will share with you the logic set by our company, you might as well take a look!
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Q: After setting up, what is the next step?
A: Next, the external media should put the shortened URL (you can use Google’s [Abbreviation Service] (https://goo.gl/)). When netizens or consumers click, Google Analytics can identify the “source/medium”. At this time, the work of UTM is over!
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Q: By the way, where can I see the Google Analytics list?
A: Open Google Analytics and go to Customer Development => All Traffic => Sources/Medium. [
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Q: I have set UTM tags before, but I don’t see the relevant data?
A: If you don’t see the data, there are no more than the following three reasons: 1. The UTM is simply set incorrectly, 2. There is no traffic at all, 3. The tracking code is not buried properly. Don’t stress, just check again! If you still have questions, you can refer to Google’s “Check web tracking code settings”.
Practical tools and learning resources
Q: Is there any way to quickly generate URL links with UTM tags?
A: Yes! You can try a plug-in for Chrome browser called Google Analytics URL Builder.
Q: If I want to learn the operation and settings of Google Analytics more systematically, is there any reference information you can recommend?
A: If you want to learn Google Analytics, I recommend making more use of the [learning resources] officially provided by Google (https://analytics.google.com/analytics/academy/). In fact, I have taken some Google Analytics courses offered in the market before, but I think the official teaching is the most complete and clear. However, the video is quite long, so I always use the fast forward mode to try to capture the key points of the teaching in the video.
Q: Do you have any suggestions for learning website traffic and data analysis?
A: Well, as Vda said, if you want to learn Google Analytics, just reading books is not enough. It is best to have a practical application environment, so that you can get started! If you have a website or blog, you can try to operate it step by step; if not, you can also use the official display account (demo account), from which you can practice finding, viewing and analyzing data! In addition, there is a plug-in, which can help you quickly check whether Google Analytics has been set up successfully on your own web page, and you can also use it for reference.
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