Common mistakes to avoid when using UTM tags

If you're someone who's been working with digital marketing, you're likely familiar with UTM tags. They're a simple yet powerful tool that helps you track the performance of your campaigns and get valuable insights into where your traffic is coming from. However, as with any tool, it's easy to make mistakes that can impact your results. In this article, we're going to dive into some of the most common mistakes that people make when using UTM tags, and how to avoid them. Whether you're a seasoned marketer or just starting out, you'll find some useful tips to help you get the most out of your campaigns.

Not using UTM tags at all

One of the most common mistakes people make when using UTM tags is not using them at all! UTM tags are a simple yet powerful tool that helps you track the performance of your campaigns and understand where your traffic is coming from. By not using UTM tags, you're missing out on valuable insights that can help you optimize your campaigns and improve your results.

Imagine running a campaign and not having any way to measure its success - that's what it's like not using UTM tags. So, if you're not already using them, start today! They're easy to implement and can make a big difference in your results.

Inconsistent naming conventions for UTM parameters

Another common mistake when using UTM tags is having inconsistent naming conventions for your UTM parameters. UTM parameters consist of five different elements: source, medium, campaign, term, and content. It's important to have a consistent naming convention for each of these elements so that you can easily identify and track your campaigns in your analytics platform.

For example, if you use "email" as the medium for one campaign and "e-mail" for another, they will be tracked as separate campaigns in your analytics. This makes it difficult to get a clear picture of your results and can impact your ability to make informed decisions. So, make sure to establish a clear and consistent naming convention for your UTM parameters and stick to it. This will help ensure that your data is accurate and actionable.

Failing to properly test UTM tags before implementation

Testing is a crucial step in any process, and that includes UTM tags. When you're setting up UTM tags for your campaigns, it's important to properly test them before you go live. Failing to do so can lead to incorrect tracking, missing data, and inaccurate results.

For example, if you forget to add a UTM tag to one of your links, all the traffic from that link will be attributed to direct traffic instead of your campaign, and you won't be able to track its performance accurately. To avoid this, make sure to thoroughly test your UTM tags before you launch your campaign. Check all your links, make sure the tags are properly formatted, and verify that the data is being tracked correctly in your analytics platform. By taking the time to properly test your UTM tags, you can ensure that your data is accurate and actionable.

Not using unique UTM tags for each campaign

Another common mistake when using UTM tags is not using unique tags for each campaign. It's important to have unique UTM tags for each campaign so that you can accurately track and compare their performance. If you use the same UTM tags for multiple campaigns, you'll end up with a jumbled mess of data that's difficult to make sense of.

For example, if you use the same UTM tags for two different email campaigns, you won't be able to tell which campaign is performing better and which one needs improvement. To avoid this, make sure to use unique UTM tags for each campaign. This will allow you to track each campaign's performance separately, compare their results, and make informed decisions about how to optimize your campaigns for better results.

Not using meaningful and descriptive UTM tags

Using descriptive and meaningful UTM tags is essential for making sense of your data. If your UTM tags are not descriptive, you'll end up with a long list of vague or meaningless tags that won't give you any valuable insights.

For example, if you use "UTM1" as your campaign name, you won't have any idea what that campaign was about or where the traffic came from. On the other hand, if you use a descriptive name like "February_Email_Promotion," you'll be able to quickly identify what the campaign was and what it was promoting. To avoid this mistake, make sure to use descriptive and meaningful UTM tags that accurately reflect the campaign and the traffic source. This will help you get a clear picture of your results and make informed decisions about how to optimize your campaigns.

Not regularly reviewing and updating UTM tags

Regular review and maintenance of your UTM tags is important to ensure that your data remains accurate and actionable. Over time, campaigns may change, links may break, or you may discover errors in your UTM tags. If you don't regularly review and update your UTM tags, these issues can go unnoticed and impact the accuracy of your data.

For example, if a link in one of your campaigns is broken, the traffic from that link won't be tracked and your results will be skewed. To avoid this, make sure to regularly review and update your UTM tags. This can be as simple as checking your analytics data once a month, or as involved as conducting a full audit of your UTM tags every quarter. The key is to stay on top of your UTM tags and make sure they're always accurate and up-to-date.

Failing to properly track UTM tag data in analytics platforms

Tracking UTM tag data in your analytics platform is a crucial step in understanding the performance of your campaigns. However, if you don't properly set up your analytics platform to track UTM data, you'll miss out on valuable insights.

For example, if you're not tracking UTM data in Google Analytics, you won't be able to see which campaigns are driving the most traffic or conversions. To avoid this mistake, make sure to properly set up your analytics platform to track UTM data. This may involve creating custom campaigns, setting up goals and conversion tracking, or configuring custom dimensions and metrics. By properly tracking UTM tag data in your analytics platform, you'll be able to get a clear picture of your results and make informed decisions about how to optimize your campaigns.

Using UTM tags on internal links

UTM tags are designed to track traffic from external sources, such as advertising campaigns, email marketing, and social media. However, some people make the mistake of using UTM tags on internal links, such as links within your own website. This is not necessary and can skew your data.

For example, if you use UTM tags on links within your site, you'll end up with a lot of "referral" traffic that's actually just people navigating around your site. This can make it difficult to get an accurate picture of your results and impact your ability to make informed decisions. To avoid this mistake, make sure to only use UTM tags on links that point to external sources, such as advertising campaigns and email marketing. This will help ensure that your data is accurate and actionable.

Not using UTM tags for all traffic sources

When it comes to tracking the performance of your campaigns, it's important to have a complete picture of your traffic sources. However, some people make the mistake of not using UTM tags for all traffic sources, which can result in missing data and inaccurate results.

For example, if you only use UTM tags for your paid advertising campaigns, you won't be able to see how much traffic you're getting from organic search or social media. To avoid this mistake, make sure to use UTM tags for all traffic sources, including paid advertising, email marketing, social media, and organic search. This will help you get a complete picture of your results and make informed decisions about how to optimize your campaigns.

Not using UTM tags for all campaigns

UTM tags are not just for paid advertising campaigns, they're also useful for tracking the performance of other campaigns such as email marketing and social media. However, some people make the mistake of not using UTM tags for all their campaigns, which can result in missing data and inaccurate results.

For example, if you only use UTM tags for your paid advertising campaigns, you won't be able to see how much traffic and conversions you're getting from your email marketing campaigns. To avoid this mistake, make sure to use UTM tags for all your campaigns, including email marketing, social media, and paid advertising. This will help you get a complete picture of your results and make informed decisions about how to optimize your campaigns for better results. By using UTM tags for all your campaigns, you'll be able to track the performance of each campaign separately and compare their results to see which ones are working best.

Summary

UTM tags are a valuable tool for tracking the performance of your campaigns and understanding where your traffic is coming from. However, as with any tool, it's easy to make mistakes that can impact your results. In this article, we covered some of the most common mistakes that people make when using UTM tags, including not using them at all, having inconsistent naming conventions, failing to properly test, not using unique tags for each campaign, not using meaningful and descriptive tags, not regularly reviewing and updating tags, failing to properly track data in analytics platforms, using tags on internal links, not using tags for all traffic sources, and not using tags for all campaigns.

By avoiding these mistakes, you'll be able to get the most out of your UTM tags and make informed decisions about how to optimize your campaigns for better results.

Want to use UTM tags to personalize your website for different campaigns? Try Markettailor for free.