UTM tracking is an incredibly useful tool when it comes to tracking the traffic to your law firm’s website. With UTM tracking, you can easily get the relevant tracking information from multiple sources. There are even free tools to display the information, such as the Google Analytics dashboard that your law firm may already be using.
Understand UTM Parameters
A UTM parameter, or UTM code, refers to the specific string of text that you add to the end of a URL. This text is used to track when and where the URL is clicked on. When you use a UTM parameter, Google Analytics will automatically recognize the code’s data, logging it into your pageview. This data supplement tracking with cookies and provides a high level of customization to meet your specific needs.
What to Track
There are an incredible number of things that your law firms can track using UTM codes. Use these codes to evaluate how much traffic comes from a particular social media campaign or your email campaign. Track traffic coming from advertisements and any other source. There is only one situation where you should not use UTM tracking: internally. Whenever a link with a UTM code is clicked, Google considers this a new visit. In other words, Google will analyze a single visitor who visits multiple pages on your website (with UTM codes) as several visitors, giving you a lack of useful data.
There are five categories of UTM parameters that you can use. If you choose to use UTM tracking, then you must utilize the categories of Source, Campaign, and Medium. You can choose to add the Term and Content categories. The codes appear as:
And what do each of these categories refer to?
Campaign Source is the platform where the traffic originates, like Facebook or your email newsletter.
Campaign Medium is used to identify the general category of the source like organic search, paid search, or social media.
Campaign Name is just to identify your campaign. Like your website or a specific promotion that you have set up in Google Analytics.
Campaign Content is a useful metric if you’re A/B testing ads that passes details about your ad. You can also use it to differentiate links that point to the same URL.
Campaign Term is used mainly for tracking your keywords during a paid search campaign. You can also use it in your display ad campaigns to identify aspects of your audience.
Setting Up the UTM Tags
The process of setting up UTM tags is incredibly simple thanks to the convenient Google URL Builder. This is perfect for smaller campaigns for law firms. You may want to use a paid program for larger campaigns. As you set up your UTM tracking, remember that the parameters are case sensitive.
Once you know where your traffic is coming from, you can use that knowledge to focus your advertising efforts. With UTM tracking your law firm will be able to see what social media networks and what posts and campaigns are generating the most web traffic. This means you will be able to make more data-driven digital marketing investments. You will also be able to see if you can make adjustments to the link sources that have lower inbound traffic to increase those figures. If your firm is interested in implementing UTM tracking to make the most of its digital marketing strategy, contact us for a consultation.