“How do I know which channels work best for growing my business?“

— “What should I do to grow faster?”

Can you relate to those questions?

Because this is what millions of business owners ask themselves.


And what do they see when they try to seek the answer by reading marketing articles in the internet?

Tons of confusing stuff like:

“You HAVE to do email marketing”

or

“Do Youtube videos or your business will die”

or

“LinkedIn is the new Facebook. Be there, or nobody will care about your business”

So how to survive in this world of thousand different gurus telling you about thousand different things that you HAVE to do?

The answer is simple.

How to analyze marketing campaigns?


Analyze your business and do it well.

Only this way you’ll know what works for YOUR business and what makes YOUR target market click.

In the world of XXI century marketers, it’s called “data-driven marketing”. And as sexy and complicated as it may sound, there’s one, very simple way to make your marketing “data-driven”.

Using this method, you’re able to tell from where did every single person come from to your website.

This method is called UTM tags.

So what are those tags (or codes)?


It’s a piece of text that you add to your URL / website address anywhere you put it. It sends to Google Analytics information about from where did certain people come to your website (you have Google Analytics implemented on your website, do you??)

Here’s how the link looks without UTM codes:

and here how it looks with them:

So as you’ve probably noticed, there are several parts (or parameters) inside the UTM code. They are as follows:

Source — responsible for the type of platform that the link comes from. So it can be Facebook, Google, Quora, Reddit or any other platform that you use to bring traffic to your website

Medium — responsible for the type of post inside the platform. So on Facebook, you can put many different stuff — it can be fanpage posts, or group posts, or Facebook ads — you get the idea. Medium parameter is used to separate them from each other.

Campaign — with this one, we go even deeper. It’s because if you use Facebook regularly, you can post something like 50-100 posts on your fanpage per month. By using campaign tag, you’ll be able to tell which of them brought you the biggest results.

(Side note: there are 2 more utm tags — term & content — but there are used mostly with ads and A/B tests, so we’re gonna leave them for another occasion)

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So how to create those UTM codes?


It’s not like you type those longish links every time you post your content anywhere, oh no!

Instead, you use so-called UTM creators.

There are 2 main ways of automatically creating UTM codes.

1) Using pre-built Google Spreadsheet:

Actually, you can access this spreadsheet by clicking the link below:

Here, you basically insert your:

Website URL — where do you want to direct people to?

Source — what is the platform that you’ll post your link to?

Medium — what type of post will that be? (fanpage, group, ad etc.)

Campaign — how can you differentiate this particular post later? (some keyword or special offer that you put in this single post)

As an output, you receive your ready-to-use link. Google Analytics will take it from there.

2) Using Chrome Extension called UTM.io

With this extension, you do basically the same thing as with Google Spreadsheet — insert website URL and UTM codes in corresponding fields.

How do you analyze the results?


Alright, so you started tagging your links like a pro.

Awesome! But what’s next?

Now it’s time to analyze the results. To do so, you need to head over to your Google Analytics dashboard and then to Acquisition tab >> All traffic >> Source/Medium

There you have all your traffic divided into channels.

By looking at the Acquisition tab, you’ll know what are the “hard numbers” that each channel brings.

But we don’t want to stop right there. Instead, we’ll want to evaluate how engaged were people from each of your channel. You can tell that by looking at the Behavior column.

How do you find your most engaged fans?


So how to determine which channel brings you your die-hard fans?

Why should you care? Because you won’t please everyone and it’s crucial to find out from which platforms you acquire your biggest fans. To learn more about this concept, take a look at this iconic article “1,000 True Fans”

Long story short, the most engaged people will have:

— lowest bounce rate

— highest number of visited pages/visit

— highest amount of time on your website

And the least engaged — the opposite.

In other words, by looking at this column, you’ll learn the “soft numbers” — so how important for your business are people from each and every channel.

If one of the channels has exceptionally bad stats, you should definitely give it a closer look. It means that for some reason your website’s content doesn’t meet your visitors’ expectations. Read more about bounce rate in this article.

Bonus tip


If you don’t want to post those longish, spammy-looking links all over your social media, you might want to use software like link shortener.

Bitly.com is one of the best examples.

What's coming next?


That’s it for step #1. But there’s more coming:

Step 2: Google Analytics’ Events — How To Implement & Analyze Them

Step 3: How To Create Monthly (Or Weekly) Marketing Channels Reports To Never Fall Of Track

Step 4: [Advanced] How To Use UTM Codes To Create The Most Sophisticated Remarketing Ads Ever

If you want to make sure that you won’t miss them, sign up below.

All the best,
Adam

P.S. Let me know how did it go with implementing UTM codes. Did you have any struggles? I’ll be happy to help.