How to setup tracking to understand what marketing is driving site traffic

The quality of your analytics reports depends on the proper steps being taken in the setup. As the old adage goes “garbage in” = “garbage out”. This will help you understand why the Marketing Ops team and Web team asks Campaign Marketers to ensure they have tracking on links. Usually, they mean make sure the links used in marketing material have the right UTM (Urchin Tracking Module) parameters.

Let’s break these down as they are really simple. We are all familiar with URLs (uniform resource locator). They are just locations of web pages and within the URL we can append additional values for additional processing on the page (query strings). A special group/use of query strings are the UTMs. These are pairs of parameter/value combinations. If the page doesn’t know what to do with them they are just ignored. For our marketing web pages, we definitely want our web analytics to use these as well as our forms to collect these for tracking.

[Read the full article on the MarketingOptimized website]

Originally published at on March 15, 2021.

Seasoned marketing operations professional with a love for marketing automation and data science.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store