We in the AdSigner team are aware how important any well thought out investment is for any company. That is why we would like to introduce a variety of tools that can effectively monitor the performance of AdSigner advertising campaigns.
This time, let us introduce UTM parameters or Urchin tracking parameters. They first appeared in the market years ago together with the Urchin analytics tool, which was later developed into the Google Analytics platform. The UTM parameters allow the tracking of all the links that we make anywhere on the internet. In advertising, they help you accurately measure how successful a certain form of online promotion is. For each channel leading to a specific website, the number of generated clicks and thus generated leads is monitored. Thus, we can accurately measure the performance of a specific campaign, publication in a social network, online news, blog, banner, etc.
How are UTM parameters created?
UTM parameters can be created, configured and the analytics reviewed by everyone without any special IT skills. They are designed as an extended URL link to the web page which visits, we want to measure. In only three simple steps, they are created through the Google Analytics online tool HERE:
1. Website URL
Enter the URL of the site to which the link will point.
2. UTM parameter name
Name the UTM parameters according to which channel you will monitor with them. The following information is mandatory:
- Campaign Source (e.g. email)
- Campaign Medium (e.g. adsigner_banner)
- Campaign Name (e.g. graphic_design)
The following criteria are optional:
- Campaign Term (e.g. logo) — used for paid advertising campaigns to monitor the performance of individual key words.
- Campaign Content — used where the source has multiple links that we would like to monitor separately, e.g. in the case of several clickable units within an email signature.
3. UTM code generating
UTM parameters are generated simultaneously and adapted to the entered criteria. Finally, the UTM code is copied and pasted as a channel link where a click on it leads to the selected landing page.
Example of an original URL: https://www.asigner.com/
Example of an extended URL with added UTM parameters: https://www.adsigner.com/?utm_source=adsigner%20banner&utm_medium=banner&utm_campaign=grafi%C4%8Dno%20oblikovanje
How to connect UTM parameters with AdSigner and Google Analytics?
Use the UTM code when you’re setting up an advertising campaign in AdSigner. In the Link to field, please paste the extended URL with UTM parameters.
The performance statistics of the individual banner can then be monitored in Google Analytic if you have previously linked the original URL to it. You can find information in the following location: Acquisition > Campaigns > All Campaigns. The report is based on the Campaign Name criterion for an individual banner that has generated at least one click. As long as the banner doesn’t have any clicks, it will not be visible in the table.
A detailed overview of the performance of the individual AdSigner campaign also offers the AdSigner dashboard. You can monitor:
- the number of views of each email signature,
- the number of clicks of the advertising banner in the email signature,
- the calculated savings in comparison with display advertising,
- the analytics on the company or individual level,
- filtered displays with regard to the receiver’s IP,
- filtered displays with regard to the time period and individual units (signatures, campaigns),
- the timeline with the display of hours when our signatures generate the most views,
- the location and the device from which the views were generated.
Monitor. Optimise. Realise.
With AdSigner.
