Hanneke is a junior content marketeer at Yoast. She works for both the Social media team and the Blog team. Hanneke loves to write!
Every company should have a social media strategy. It helps you to increase traffic to your website, it makes it easier to engage with (potential) customers and you’ll increase brand awareness. Of course, you want to see if your efforts pay off. Are you getting closer to the goals that you’ve set up in your strategy? Let’s take a look at how you can measure your social media efforts.
Ways to measure social efforts
If you spend your time writing social posts, creating images and more, you want to know if your social media strategy and your campaigns work. Of course, you can check Twitter Analytics, Facebook Insights, and Instagram Statistics. But the thing is, those show only a limited amount of information, mostly about what happens on that particular platform. If you’re doing fine with just the information that these platforms provide, of course, that’s great.
Perhaps, though, you want information about the relation between social media and the traffic to your site. That’s where UTM tagging comes in. UTM stands for Urchin Tracking Module. Google uses this method to track your URL so you can track custom campaigns in Google Analytics. In other words, it helps you to see whether a post or campaign on social media actually led to more traffic on your website.
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Using UTM tags
A UTM tag consists of parameters that will help you track back your URL and give you information. The UTM tag will always come after your URL when you share it on a social channel. So, you take the URL of a post and simply paste the UTM tag after the URL. By doing so, for instance, it could look like this:
There are several websites that help you build a UTM tag, but it’s always nice to understand what you’re looking at. The UTM we use when sharing this post on Twitter, for example, is:
The source is mandatory. The other information, such as content and term, gives a more detailed explanation about the type of things you’re sharing on social media platforms. Make sure to be consistent in your tagging. If you mix uppercase and lowercase, Google Analytics will see it as two different types of tags. This means that data gets separated in Google Analytics. At Yoast, we use a # to start off the UTM
This article was written by Hanneke Beers and originally published on Yoast • SEO for everyone.