Measure your social media efforts with UTM tags

[miskatmilu]

Every business should have a social media strategy. This helps you increase traffic to your website, it makes it easier to interact with (potential) customers and you will increase your brand awareness. Of course, you want to see if your efforts are paying off. Are you getting closer to the objectives you set in your strategy? Let's see how you can measure your social media efforts. Means of measuring social efforts If you spend your time writing social media posts, creating images and more, you want to know if your social media strategy and campaigns are working. Of course, you can check out Twitter Analytics, Facebook Insights, and Instagram Statistics. But the Latest Mailing Database thing is, these only show a limited amount of information, mostly about what is happening on that particular platform. If you are doing well with the information provided by these platforms, of course, that is fine. Perhaps, however, you want information about the relationship between social media and traffic to your site. This is where UTM markup comes in.

This means that the data is separated in Google Analytics. At Yoast, we use a # to start the UTM tag, but most tools use a ?. We use the # because then we know for sure that we are not causing duplicate content since Google ignores anything after the #. So let's break this UTM tag down, shall we? The Latest Mailing Database source explains where visitors come from. Because we are sharing this post on Twitter, we will use twitter.com. For Facebook, we will use facebook.com. And so The medium explains what kind of medium is used (surprise, surprise). Twitter is a social media platform and Facebook is a social media platform, so we will use social media. By grouping all social media platforms with the medium=social UTM tag, we can easily see in Google Analytics what all the social traffic made to our site. This way we can compare a post that has been shared on all social media platforms with, for example, the same post shared in newsletters. post-social Where the source and medium tells you more about where your visitors are coming from, the campaign tag tells you more about the topics you share on, in this case, social media. For example, if you have a product launch or sales campaign, you can use this UTM tag to track the performance of that specific campaign in Google Analytics. Your campaign is something you really need to think about because it should cover everything you want to be covered.

The one we use for this post is the one we use for all the daily blog posts we share. If we share something, for example, that has to do with the Yoast Care fund, we'll use The Latest Mailing Database content element describes the type of content you are sharing. You always share a link, it's true. But if you share an image, your content will be Because the image will be the focal point. (or video, gif, voice memo, whatever you plan to share!) The tag is mainly used to add keywords for Google ads. That doesn't mean you can't use them for things other than ads. This tag can be used to add more information about the post you share on social platforms. For example, the subject of the post you are sharing or the date. Create your own UTM Once you learn how to create a UTM tag, you'll do it with your eyes closed. But for now, it may still seem confusing. A good tool to use when you are just starting to create your UTM tags is Google Analytics' Campaign URL Builder tool. It is important that you use UTM tags in a way that you can understand them and get the correct data from them in Google Analytics. It doesn't matter if another company or website does it differently, as long as you know what your own UTM tag means. You have to find a way that works for you. In the image below, you'll notice that the order of the parameters in the generated campaign URL differs from the way we did: it doesn't matter.