Want to build a traffic pool? Please make good use of Google Analytics and UTM tags to accurately understand visitor dynamics.
For many companies, they want to build a traffic pool (opens in a new tab). But as the logical thinking of digital marketing begins to change (opens in a new tab), 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” (opens in a new tab). The “smell” at the beginning refers to exposure and traffic (opens in a new tab). 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 (opens in a new tab) to bury different URLs, and this is the specific function of the UTM (opens in a new tab) (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 (opens in a new tab) friends Zhong Jiqi (opens in a new tab) and Xie Yazhu (opens in a new tab) for sharing information, I would like to express my gratitude.
UTM parameter setting and management
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 (opens in a new tab) 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 (opens in a new tab) will share with you the logic set by our company (opens in a new tab), you might as well take a look!
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 (opens in a new tab)). When netizens or consumers click, Google Analytics can identify the “source/medium”. At this time, the work of UTM is over!
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 (opens in a new tab)”.
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 (opens in a new tab).
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/ (opens in a new tab)). 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 (opens in a new tab) 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 (opens in a new tab) (demo account), from which you can practice finding, viewing and analyzing data! In addition, there is a plug-in (opens in a new tab), 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.
If you want to learn practical skills in writing and marketing, welcome to sign up to join the third issue of “Vista Writing Companion Program (opens in a new tab)”!
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💡 Photo Credit: Austin Distel (opens in a new tab)
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Vista Cheng speaks and runs workshops on AI workflows, writing and content systems for companies, schools and public agencies.
