Web Traffic Reports - How to use UTM Parameters for ABM Campaigns

Overview

One of the most important aspects of launching any advertising campaign, let alone B2B campaigns, is measurement. Measurement helps define our marketing strategy through understanding how effective certain channels are as opposed to blindly advertising with the hope that a prospect will convert. Today, many B2B advertisers use multiple channels to convert a prospect with some channels performing better than others. Without having visibility or in our case, UTM_parameters, we wouldn't decipher the best channels for our ABM plays. In fact, marketing in the B2B space centers around multiple buyer groups to hone on a purchase,thus, knowing where and when to administer these UTM parameters are critical. 

In this article will dig deep into the following sections. 

1. What are UTM Parameters

2. Use Cases for UTM_parameters

3. How to setup UTM_paramters

4. Where will you see the UTM_paramters in the Rev.Up CDP

What are UTM Parameters?

UTM parameters are basically 5 tags that you'll append to the end of our URL. These URLs would be ones a marketer would distribute across digital ads or nurture campaigns. When appended, our analytics dashboards will be able to filter the various tags to give you a unique glance at how your campaign is performing. A sample URL with tags will look something like the below string:

https://www.dnb.com/marketing-business?utm_campaign=SummerQ2-Google-Blast&utm_source=Google&utm_medium=social

Now, let's take a quick look at what these 5 tags represent. 

Source - Tells us where the visitor is coming from. For example, if utm_source = facebook, the source visit is coming from Facebook. 

Medium - Tell us which marketing channel brings the visitor. For example, utm_medium values could be social, email, or cost-per-click.

Campaign - Tells us which campaign the visitor came from.

Term - Identifies paid key words of the marketer has used.

Content - Tells us the exact content in the ad that was clicked by the visitor. 

ABM Use Cases for UTM Parameters 

Today, a B2B marketer has many choices and channels to operate in for targeting the right prospect at the right time. In the examples below, we'll go through how you can use utm_parameters to your advantage.

• If you have multiple ad banners in a google campaign, you'll be able to track which was more conversions, clicks, etc.
• If you have a email newsletter targeting prospects that have shown interest in a product area, you can tag the URL with utm_source, utm_campaign to understand conversions
• If you advertised multiple campaigns in a facebook campaign, you can track which campaign had the most success. 

How to Setup UTM Paramters 

One of the best ways to setup UTM parameters are to use pre-built builders across the way. We recommend using Google Analytics Campaign URL builder to help you get started. 

https://ga-dev-tools.appspot.com/campaign-url-builder/

If you are familiar with the process already, you can start creating your ad URLs now. To learn about UTM parameters, you can visit this link

https://blog.kissmetrics.com/how-to-use-utm-parameters/ 

Where will you see the UTM_parameters in the Web Traffic Reports

Once the parameters are setup for your campaign and your digital campaign is live, you can easily see the incoming traffic by visiting the Web Traffic Reports in your instance. 

Simply, jump to the 'Reporting' tab and filter the 'Campaign' to the latest utm_campaign value. You'll notice that our de-anonymization reports will show you incoming traffic, but also data on de-anonymized accounts visiting your ads. Because our data uses our visitor intelligence pixel, you'll know what kind of audience is visiting your content to help adjust your campaign messaging or even choose a better, optimized channel. 

In the below 'Web Traffic Report', you see utm_campaign = hoovers-free-trial filtering the report with relevant firmographics. 

Where will you see the UTM_parameters throughout Rev.Up

Here's a list of other product areas that UTM_parameters can be utilized.