Marketing Attribution update: UTM Code Builders (do you know what UTM means)?

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UTM builder google analytics
The Google Campaign URL Builder does the UTM thing -- using language that makes more logical sense than the old "urchin" wording.

A few days ago, the folks at effinamzing.com sent me an email advising that there was an issue with links to Google’s UTM Code Builder in a previous posting that explains the “marketing attribution” concept.

I can’t exactly find the problem — but the email provides a reminder of the campaign tracking/monitoring possibilities if you properly set tracking UTM codes.

First, of course, we need to define UTM and it took some searching for an answer to that question. The abbreviation UTM means Urchin Tracking Module — and if that leaves you as confused as before, I understand.

Here’s the explanation from Quora.com (discovered through a Google search, of course):

Five years ago Google purchased Urchin and rebranded it Google Analytics. A UTM tag is a tracking marker appended to a URL, and is recognized by Google Analytics as a dimension, just like average time on site, for example.

Simply put, you set the UTM at your source page and you can then use Google Analytics and other resources to track and monitor your campaign.

Google provides its own UTM tracking code builder here. (And it has dropped the word “Urchin” and simply now calls it a “Campaign URL Builder.)

If you want to use the effinamazing.com resource, you can access it here.

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