Strategies to Use UTM Tags Efficiently
UTMs (Urchin Tracking Module) are parameters added to links to track the origin and performance of digital marketing campaigns. When configured correctly, they help understand exactly where leads came from, optimizing strategies and measuring results. In this article, we will cover how to use UTM tags efficiently across different channels, such as Google Ads, Facebook Ads, WhatsApp links, and integrations with SprintHub's webhook.
1. What Are UTM Tags?
UTMs consist of parameters added to the end of a URL that send data to Google Analytics or other analytics tools. The main parameters include:
utm_source: Identifies the traffic source (e.g.: Google, Facebook).
utm_medium: Specifies the medium (e.g.: cpc, social, email).
utm_campaign: Defines the campaign name (e.g.: promo_summer2024).
utm_term: Optional, used for paid keywords.
utm_content: Optional, to differentiate ad variations.
2. UTM Configuration in Landing Page Links
Adding UTMs to landing page links allows tracking the origin of leads directly from the campaign. For example:
Steps to Configure:
Access the Google Campaign URL Builder.
Fill in the required fields such as Source, Medium and Campaign.
Copy the generated link and insert it directly into Google Ads or Facebook Ads.
Make sure the link works correctly and is integrated with Google Analytics.
3. Using UTMs in WhatsApp Links
Although UTMs are useful for tracking the origin of traffic on your own sites, they do not work directly with the WhatsApp API link. This happens because the WhatsApp API URL (https://api.whatsapp.com) belongs to WhatsApp and does not allow data capture via UTMs.
The recommended way to track the origin of leads for WhatsApp links is to use a shortened URL that contains the configured UTMs. You can create a WhatsApp link through an API link and use UTM tags in the shortened link, as in the following example:
After creating the shortened link, copy the URL and add the UTM tags of your choice:
For example:
Another way would be:
Alternative: Use of shortened URL for your own site You can create a link to your own site with UTMs and, from that site, redirect users to WhatsApp.
Example flow:
Creating the link with UTMs Example: https://mysite.com/contact?utm_source=facebook&utm_medium=social&utm_campaign=whatsapp_campaign
Using the shortener Turn the link into something simpler, such as: https://mysite.sprinthub.site/whatsapp.
Redirecting to WhatsApp Configure the shortener to direct users to the WhatsApp link, such as: https://api.whatsapp.com/send?phone=5511999999999&text=I+want+to+know+more!
4. Integration of UTMs with SprintHub's Webhook
When integrating data via webhook in SprintHub, you can capture UTM parameters and associate them with leads in the CRM. This practice enables detailed analyses and campaign optimization.
Webhook Configuration:
Creating the Webhook:
Configure the webhook in SprintHub to receive lead data.
Parameter Capture:
Ensure that UTM parameters are captured in the Webhook's extra actions.
Data Validation:
Ensure that the data is correctly sent and stored in SprintHub.
5. Best Practices for Using UTMs
Standardize Names: Use consistent naming to facilitate analysis.
Avoid Redundancies: Do not use the same parameter for different campaigns.
Test the Links: Before implementing, ensure that links with UTMs redirect correctly.
Full Integration: Combine UTMs with automation tools, such as SprintHub, for efficient tracking.
Conclusion
UTM tags are powerful for tracking and optimizing marketing campaigns. Integrating them with Google Ads, Facebook Ads, WhatsApp, and SprintHub's webhook provides a detailed view of the lead's journey, enabling more strategic decisions.
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