How to Improve Your Jewelry Business with UTM Tracking and What It Is!

Have you ever clicked into an article and noticed that the URL is especially long? That’s because someone has placed a UTM tracking code at the end. I’d like to share how UTM codes can help you and your jewelry business by knowing how your audience interacts with your website and your content.

What is UTM tracking?

UTM (which stands for Urchin Traffic Monitor) connects what a user on your website does to Google Analytics. That means, every time you apply a UTM tracking code to a link you post on social media or in an email newsletter you can know exactly what traffic comes to your site using this link. This information can include where they are coming from online, the number of pages they’re viewing on your website. and how much time they’re spending on your site.

Creating Your Own UTM Tracking Codes

The best way to do this is to visit Google URL Builder and use it to guide your codes. To create your own UTM tracking code you will need:

  • Link
  • Campaign Source
  • Campaign Medium
  • Campaign Name

Link: This is the link to your store on your site. It’s the easy part. Go find your link and then read on.

Campaign Source: This is the “where” of the equation. Is it social media? Which platform specifically? Are you driving them to your website from an email newsletter? Pick something you can use time and time again, and keep it consistent (capitalization counts!).

Campaign Medium: This is the “how” of the equation. How is your audience getting to your content? A specific post on social media? If you’re re-promoting older content, or an older jewelry design, maybe you add something to designate that here as well.

Campaign Name: The “what” of the equation. What date did you post the content? What was the link about? I personally use a combination of date and what the article is about in this field so I can quickly figure it out when I view the information in Google Analytics.

One of the best tips I can give you is to create a naming convention that is consistent. Google Analytics will track things separately when capitalized and not.

Tracking your codes in Google Analytics.

Once you’ve created the code, you’ll want to see how it performs.

GA Path: Acquisition > Campaigns > All Campaigns

You’ll automatically see the number of clicks, how long someone spends on your web page, and even how many pages they viewed on your website. If you have a Google Analytics pixel set up you can also track whether anyone purchases from your link. These kinds of results are extremely important for jewelry business owners.

If your initial reaction to learning this information is to begin tracking all your links, you are certainly not alone. How do you plan to use this knowledge to inform your jewelry business decisions? What do you want to start tracking immediately? Leave those comments and any questions you may have in the comments below.

Ashley Lauwereins is a marketing professional by day and a jewelry designer for her own business Fifth Essence Jewelry by night. She resides in Colorado where she also enjoys hiking, running, and drinking craft beer.

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