Why is it so critical to get UTM codes right?
UTMs are critical in marketing tracking and analytics. They help determine the source of traffic coming to your website from specific campaigns, provide insights into effective marketing channels, determine users’ engagement behaviours, and enable the measurement of conversion rates and marketing campaign ROI.
Getting UTM codes right is crucial for a number of reasons:
If these links have errors in them, you won't be able to produce a simple campaign report, let alone be able to figure out attribution. Not only would it lead to a lot of time wasted, but higher costs and a wasted budget as well. Common errors include not being consistent with capitalisations and spellings- any variations in these leads to various data segments instead of one figure.
The visitor might find themselves landing on a 404 error page or getting quite a different experience to the one you planned.
UTM codes will get the right ad data into your web analytics platform.
Not using UTM codes significantly reduces your ability to understand the performance of your marketing efforts, and could lead to wasted budgets and effort.
UTMs could be potentially disadvantageous as they can make URLs lengthier, which may reduce their usability on sites where character limits exist. Fortunately, Uplifter offers a Free URL Shortener that allows users to use UTM codes while having a shorter link.
