The idea

In order to make specific conclusions, each form of advertising must have its goal and measurable results. However, many are still struggling with proving the success of Facebook campaigns, and what does one get in return from them, if we talk about the targets that are previously set.

Some of Facebook’s advertising performance tracking tools are Facebook Insights, different reports available in Facebook Ads Manager, which among all else, also gives data about conversions that ads achieve
And of course, Google Analytics, where Facebook ads are tracked by using UTM tags.

What are UTM tags?

UTM (Urching Tracking Module) tags allow you to define special links for every ad that leads to the same web page. By clicking on the ad with the UTM tag, data is sent to Google Analytics, which tracks the visitor’s behavior (session duration, completed events, goals, conversions….) on the website. In addition, to see through which link (ad) visitors come to the site and make conversions, you can also, for example, track on which pages they clicked before they left the web or made a conversion.

This is very helpful because this way, you can see which campaign or web page needs improvement, which content works better, and after all, make a better allocation of your budget. You can also track that with Facebook Pixel, but that’s a story to itself.

utm tags   
By comparing the results you can create campaigns more precisely and allocate your budget more to those ads that deliver the best results.
For example, you can compare Facebook ads that appear in the News feed to those ads running on the Side bar or ads with a single image to ads with multiple images.

Why use UTM Tags?

Google Analytics provides data about website visitors. If a website achieves one of the marketing goals, such as signing up for a newsletter, registering on a page, submitting an inquiry for an offer, booking a flight, purchasing an item or service, etc. then it’s also important to know which ads paid off the most for reaching its goals and what their features are.

utm tags

To summarise, UTM tags are very useful whether you are an advanced digital marketer and have a lot of different campaigns, or just a beginner. Start using them as a beginner, and they’ll give you a better sense for organisation and optimisation of every campaign you create in the future.

Ok, how do I create them?

Before creating ads in the classic interface of Facebook Ads manager, you have to create an UTM tag for each individual ad you create and use that link for your campaign. UTM tags are created using the URL builder – a tool where you add your url parameters and where you need to define the following:

utm tags

Out of all offered fields, the ones that must be defined are Campaign Source, Campaign Medium and Campaign Name. Campaign Term and Content can be left unspecified, but it is helpful to have Content defined as it tracks which content in the ad is performing with the best results. As a result you should get this link:
https://kontra.agency/?utm_source=facebook&utm_medium=social-media&utm_campaign=contact&utm_content=image1_text1.

Another important thing we should mention is – you can add parameters to the URL in your mobile-app ads. To do that, use Google Play URL builder.

Google Play URL builder is different from the basic URL builder only by Ad Network, the network where you want your ads to show and Application ID, which you already know.

utm tags



Author

Antonio Krizmanic

Head of Advertising at Kontra. Crazy Liverpool F.C. fan.