How to use UTMs in PPC Campaigns
Posted: Wed Jan 29, 2025 8:35 am
Whenever you run PPC [Pay Per Click] campaigns, you'd like to know if they're performing to their full potential or if you've made a mistake, right? That's why I'm going to try to explain to you how analytics for this type of campaign works.
For any company that has a website, the priority is to see how much traffic it can attract organically and, if it runs PPC campaigns, which ones come from those sources.
If you have linked your Analytics and manufacturing email list Adwords accounts, you will not need to tag the campaigns, but if you do not have this or the PPC campaigns are not in Adwords, you need to tag these URLs so that you can do a more exhaustive monitoring.
How can you tag URLs?
The best and easiest way, and the one that most businesses use, is the URL Builder tool in Google Analytics. With URL Builder you can easily add UTM parameters to URLs so you can track custom campaigns in Google Analytics. Such as; PPC campaigns.
From URL Builder you can configure 5 campaign parameters:
utm_source → SOURCE , Required, identifies the traffic source, google, facebook, email…
utm_medium → MEDIUM , Mandatory, identifies the type of traffic, email, organic, ppc…
utm_term → TERM , Optional, identifies the keyword, the KW that encompasses the campaign
utm_content → CONTENT , Optional, it is usually used when we use the same URL for segmented ads, A/B text, for Facebook when it is organic or sponsored…etc.
utm_campaign → NAME , Optional, usually used to identify a specific product or promotion.
Then you just have to go to the Analytics console and check that the URL works. To do this, you must click on it and view it in real time.
You will know that the tagging of the PPC campaign you have run is active when you select Reports/LIVE/Traffic Sources and the following information appears:
UTM in PPC campaigns
You already know that it works, you can launch your PPC campaign.
Now, all you have to do is wait for the results. When you want to see how the campaign has gone, go to your Analytics and you will see the campaign report.
UTM in PPC campaigns
The UTM codes you set up will help you check in Google Analytics which communication channels are bringing you the most traffic.
Once your PPC campaign is up and running, Google Analytics will give you information on how many visitors came to your landing page and from which ad.
UTM in PPC campaigns
You will see something like this:
UTM in PPC campaigns
This will give you an overview of which social network is performing best in your campaign. But you will also want to know which ad is generating more leads , so set up a UTM in your PPC campaign using the terms “campaign” and “campaign term”.
Tips and recommendations
The main advantage of customizable URLs is that they are easily recognizable to your audience.
To help you create effective URLs that help you make the most of this feature, I'll give you some tips, let's see:
For any company that has a website, the priority is to see how much traffic it can attract organically and, if it runs PPC campaigns, which ones come from those sources.
If you have linked your Analytics and manufacturing email list Adwords accounts, you will not need to tag the campaigns, but if you do not have this or the PPC campaigns are not in Adwords, you need to tag these URLs so that you can do a more exhaustive monitoring.
How can you tag URLs?
The best and easiest way, and the one that most businesses use, is the URL Builder tool in Google Analytics. With URL Builder you can easily add UTM parameters to URLs so you can track custom campaigns in Google Analytics. Such as; PPC campaigns.
From URL Builder you can configure 5 campaign parameters:
utm_source → SOURCE , Required, identifies the traffic source, google, facebook, email…
utm_medium → MEDIUM , Mandatory, identifies the type of traffic, email, organic, ppc…
utm_term → TERM , Optional, identifies the keyword, the KW that encompasses the campaign
utm_content → CONTENT , Optional, it is usually used when we use the same URL for segmented ads, A/B text, for Facebook when it is organic or sponsored…etc.
utm_campaign → NAME , Optional, usually used to identify a specific product or promotion.
Then you just have to go to the Analytics console and check that the URL works. To do this, you must click on it and view it in real time.
You will know that the tagging of the PPC campaign you have run is active when you select Reports/LIVE/Traffic Sources and the following information appears:
UTM in PPC campaigns
You already know that it works, you can launch your PPC campaign.
Now, all you have to do is wait for the results. When you want to see how the campaign has gone, go to your Analytics and you will see the campaign report.
UTM in PPC campaigns
The UTM codes you set up will help you check in Google Analytics which communication channels are bringing you the most traffic.
Once your PPC campaign is up and running, Google Analytics will give you information on how many visitors came to your landing page and from which ad.
UTM in PPC campaigns
You will see something like this:
UTM in PPC campaigns
This will give you an overview of which social network is performing best in your campaign. But you will also want to know which ad is generating more leads , so set up a UTM in your PPC campaign using the terms “campaign” and “campaign term”.
Tips and recommendations
The main advantage of customizable URLs is that they are easily recognizable to your audience.
To help you create effective URLs that help you make the most of this feature, I'll give you some tips, let's see: