UTM tags and short links are two powerful analytics tools that allow you to effectively track traffic sources and audience behavior. To use them together correctly, it's important to follow a few principles.
The first step before shortening a link is to add the UTM tags you need to it. This is necessary for correct data collection in analytics systems such as Google Analytics and others. Because if you first shorten the link and then add tags, it may happen that analytics tools will not be able to correctly identify the sources of transitions, and this is very important for further data analysis. The solution is very simple, first create a link with UTM-parameters and then shorten it with the help of special programs for this purpose.
Also, in order to make the obtained analytics accurate and informative, it is important to separate UTM-marks for different channels and campaigns. For example, a link from a Facebook ad should be different from a link in an email newsletter or Instagram post. This will allow not only to identify weaknesses, but also to understand which channel works better and brings more conversions. Thus, regular analysis of the data obtained helps to constantly adjust the marketing strategy to increase profits and customer base.
Tracking conversions in analytics collection systems allows you to determine which sources bring more traffic and which resource should be prioritized and allocated more funding. Analyzing analytics data will help you not to waste time and money on unsuccessful advertising iterations and indicate the exact places where you should change your promotion strategy.
If you plan to launch advertising campaigns in Google Ads or Facebook Ads, use dynamic UTM parameters. Dynamic UTM tags help automatically substitute click-through data into URLs, saving marketers from having to manually create unique links for each ad. With dynamic UTM tags, you can automatically add information about the campaign, ad medium, and audience. For example, you can customize settings so that they substitute the name of the ad group or user interests, giving you more granular analytics.
If you use QR codes for your ad products, then short links will also help you with the use of UTM tags. A normal URL is too long, especially with the addition of UTM tags, this causes the QR code to become more complex, which can make it harder to scan as a result. By shortening the link before embedding it in the QR code, you create a simpler and more easily scannable QR code template. Which will improve the user experience and lose you new customers.
To sum it up, we can definitely say that the right combination of UTM tags and short links can not only make URLs user-friendly and aesthetically pleasing, but also provide accurate data on audience behavior. This makes it possible to optimize marketing strategies and achieve better results.