Traffic, traffic, traffic.

It doesn’t matter how good your product or service is if you don’t have any traffic actually coming to view that offer.

That’s why Google Analytics offers its users something known as UTM parameters. These are codes that, when tacked on to a link, tracks essential data about your users:

• Where they’re coming from (website, newsletter, directory, etc.)
• The “medium” that referred them (email, banner, social, etc.)
• Campaign name (a product, promo code or slogan such as “earlybird” or “giveaway”)
• The campaign term that drew their attention (used for paid search)
• The campaign content (this part differentiates between similar links in a source. For example, if you have two calls-to-action in a single newsletter, the UTM codes will track which one got more click-throughs. This tells you which call-to-action was more effective and use this information for your next go-round!)

You can see why UTM codes are the key to data-driven decision-making around organic and paid traffic generation efforts. Without this data, you’d simply be throwing time, money, and your effort up against the wall, with no way to focus on what’s working best.

Once enough visitors click through to your URL, the UTM codes will track, collect, and display this granular data on your Google Analytics dashboard. From here, you can use the sort function to sort through each of the parameters to learn more about traffic patterns and referral sources.

This is where the Campaign URL Builder comes in handy. Each of the above five UTM parameters read as follows: utm_source, utm_medium, utm_campaign, and so on.

It can get pretty tedious, long-winded, and complicated to build these referral URLs by hand. So the Campaign URL Builder auto-generates these links for you.

For example, traffic to “example.com” that came from a particular email newsletter, as part of a particular campaign would have a URL that looks like this:

https://example.com?utm_source=news4&utm_medium=email&utm_campaign=spring-summer

Note: Be sure to use the correct URL generator because the URLs to websites, the Google Play Store, and the Apple App Store are each a little different from each other.

The Campaign URL Builder tool is so seamless and convenient, it’s perfect for anyone who wants to learn more about traffic behaviour online.

So, a few use cases for the Campaign URL Builder could look like:

• Business owners using email marketing software to track engagement and click-throughs to their content
• Bloggers or content creators who need to learn more about which content resonates with their audience and what their audience is looking for
• Funnel builders who need to test whether their offers and funnel strategy or “logic” is working to attract prospects
• E-commerce businesses who want to learn what kind of promotions their customers are most interested in and motivated by

And so much more. Remember, you’ll need to have Google Analytics set up to harness the full power of the Campaign URL Builder.