What is a Tracking URL and Why You Need it - LeadSquared
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As part of endeavors to know where traffic to a website is coming from, tracking URLs have become an effective way of revealing all the ... WhatIsATrackingURLandWhyItIsImportant? RajatAroraLastUpdated:5Jul,2021 HomeLearnMarketingWhatIsATrackingURLandWhyItIsImportant? Linksarearguablythebiggestassetforanydigitalmarketer,andit’snotdifficulttoseewhy.AlsoreferredtoasaURL,alinkisagatewaytoyourmarketingcampaigns.Itiswhatyourprospects/customersclickontoseeandinteractwithyourofferings–insearchengines,socialmediapages,blogposts,emailnewsletters,andsoon.Let’sjustsaydigitalmarketingwouldbelargelyimpossiblewithoutURLstoclick. However,there’ssomuchmorethatcanbedonewithyourURLs,whenitcomestosettingupmarketingcampaigns.ThisismadepossiblewiththeadventofspecialURLsknownastrackingURLs. WhatisaTrackingURL? Aspartofendeavorstoknowwheretraffictoawebsiteiscomingfrom,trackingURLshavebecomeaneffectivewayofrevealingalltheinformationneeded.AtrackingURLisauniquelinkthatiscreatedforthespecificpurposeoftracingwhereyourvisitorsarecomingfrom.AtrackingURLwillshowyouimportantmetricslikethesearchenginefromwhereauserclickedonyourlink;thekeywordsthatweresearchedfor,leadingtheusertovisityourwebsite;whichofyourcall-to-actionsinitiatedaresponsefromacertainuser;andsoon. AnordinaryURLwithtrackingcodes AnordinaryURLisyournormalweblink,suchaswww.leadsquared.com/products.TrackingURLshavecodesembeddedwithinthem.ThesecodesareresponsiblefortrackingacertainURL.You’veprobablyseenURLsthatlooklikethis; www.leadsquared.com/products?utm_campaign=ExampleCampaign&utm_content=image&utm_source=email. TheaboveiswhatatypicaltrackingURLlookslike.Let’sassumethisURLtakesavisitortoalandingpageofferingdifferentproductsonsale.ThetrackingcodeforthelandingpageiseverythingintheURLfromwherethequestionmark(?).Thisishowadigitalmarketerwouldbeabletotellexactlywhereaparticularvisitorcamefrom. ItisworthyofnotethattheURLwithouttheembeddedcodewillstillleadavisitortothesamepage.Thedifferenceisthatmarketerswon’tbeabletotracktraffic. ThetrackingcodesinyourtrackingURLenablesyoutospecifythesourceofyourtrafficbasedoncertainmetrics,knownasUTMparameters.YoucanlearnmoreonUTMparametersinthispost(linkthistothepostonUTMtracking). TrackingURLswithUTMparameters TrackingtrafficbecomesmorediversifiedwhenyoudoitwiththeUrchinTrafficModule(UTM)parameters.Youcanstreamlineyourprocesstothetiniestofsourcesandbeabletodrawinsightsfromthose.Wewoulddescribeeachparameterbriefly. ByCampaign Thisisusefulwhenyouhavemultiplecampaignsrunning.Youcouldhaveanemailcampaign,aFacebookadcampaign,andaGoogleAdWordcampaignrunningatthesametime.AtrackingURLembeddedwithautm_campaigncodeensuresthatyoucaneasilytellwhichofthecampaignsyourtrafficiscomingfrom.Asaresult,youcaneasilyrankeachcampaignintermsofperformanceandoptimizeaccordingly. BySource Theutm_sourcecodeembeddedinyourtrackingURLshowsyouwhichofyourmarketingchannelstrafficiscomingfrom.Ifit’sbyemail,Facebook,Google,etc. ByContent Yourlandingpagescontaincontentofdifferentkinds.Inmostcases,marketersliketousemorethanonelandingpageinacampaign.ThismaybeduetoadifferenceinaudiencedemographyorpartofA/Btesting.Ultimately,thismeansadifferenceinheadings,copy,leadmagnets,andcall-to-actions.AtrackingURLwiththeutm_contentparametertellsyou,forinstance,whichofyourleadmagnetswasclickedonandbroughtvisitorstoacertainThankYoupage. UsingatrackingURLforofflinecampaigns Mostmarketersrunadsofflineanddonotbothertotracktheresults,becauseitissupposedlyimpossibletotrackanymarketingcampaignthatisn’trunningonline.Imean,howdoyoutellhowmanypeoplevisitedyourwebsiteafterlookingatyourbillboardadorlistinginanewspaper? TheanswertothatquestionliesintheuseoftrackingURLs. Thesimplewaytodothisistocreatecustomlandingpagesforthepurposeofmeasuringtheamountoftrafficcomingfromyourofflinecampaign.Yourcall-to-actionoffercanbeatrackingURLembeddedwiththeapplicableUTMcode.Acustomlandingpageforabillboardadletsyouknowhowmanypeoplecamefromthebillboardengagement.Ifyouendupconvertingachunkofthesevisitors,itisanamplepointertothefactthatyourbillboardadiseffective.Andvice-versa. https://www.leadsquared.com/wp-content/uploads/2021/11/banner-5-1.png 400 1000 RajatArora https://www.leadsquared.com/wp-content/uploads/2022/04/340-x-156-300x138.png RajatArora2019-02-0816:09:112021-07-0517:58:59WhatIsATrackingURLandWhyItIsImportant? WrittenBy RajatArora RajatisVP-Sales&MarketingatLeadSquared.Adesigneratheart,heisatrussbridgeforsalesandmarketingteams.YoucanreachouttohimonLinkedInorwritetohimatrajat.arora@leadsquared.com. 10xYourSales&MarketingEfficiencywithLeadSquared BOOKADEMO RelatedArticles Marketing CRMMarketing:TheSecretRecipeforHigherEngagementandFasterSales! Marketing BehavioralTargeting:HowtoCreateBetterAdCampaigns&IncreaseCTRby900% Marketing HowtoCreateYourFirstCustomerProfile[Checklist,Template,andExamples] Marketing Top15EmailMarketingKPIs[MetricsandFormulas] Marketing HowtoBuildaMarketingAutomationStrategyThatWorks Marketing 7CoolExamplesofTrigger-BasedMarketingEmails GETINTOUCH +1-732-385-3546(US) +91.90191.72733(IndiaSales) 080-46801265(IndiaSupport) CompanyProductsIndustriesResources HowtoUseSalesPredictiontoGrowYourProfitsTheValueofaSalesMonitoringSystemtoImproveSalesPerformance Scrolltotop
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