Adding UTM tracking to your social DNA
Though Google Analytics offers some reporting for social referral traffic, the level of detail can sometimes be too limited to get a real feel for how your content is faring. That’s where custom URLs and UTM tracking come in
The below infographic – in conjunction with the detailed dissection of the topic in our Google’s URL Builder eBook, which offers all you need to know about the customisation of URLs to help increase the granular nature of the data a brand can gather regarding referral traffic. Whether your brand practices thought leadership through dissemination of content in eBooks or simply posts to multiple social media channels, the use of UTM tracking can help to monitor and review and improve the performance of your work in all channels.
In addition to the URLs, of course, you’ll need to customise your Analytics reporting or download a ready made custom dashboard (which you can find in the social media toolkit), but whichever way you choose to approach it, the increased level of information you can gather allows you to learn which variety of asset works best on which channel, which tone of voice best suits your audience, or with A/B testing of links even the wording of posts which earned the most traffic.
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