Utm parameters: all you need to know

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As a best practice, ecommerce stores should always use two sources lớn track the ROAS of campaigns. When you rely solely on the Facebook Pixel for conversion information, you are assuming that Facebook provides unbiased and complete data. Since advertisers tover lớn show themselves in the best light, it is a smart idea to cross-check Facebook Ad performance in Google Analytics. It is easy khổng lồ vị with a few key UTM tags. Tagging can also be referred to lớn as: URL tracking, link tracking, UTM tagging or chiến dịch tracking. Let’s walk through the steps of adding tags to lớn your Facebook Ads so you can more accurately measure performance.

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Steps to Add Custom UTM Tags in Your Facebook Ads

Step 1) Create a new campaign in Facebook

Go khổng lồ the Ads Manager in Facebook & create a new ad. Select the Campaign Objective sầu và then set your Audience, Placements, Budget và Schedule. Walk through each step of adding in creative content including the Format of the ad & all Media.

Step 2) Fill out the Website URL

Now you are at the Page và Links section. First fill out the Website URL section. Clicks on your ad will be directed khổng lồ this URL.

Step 3) Show Advanced Options

After adding in the Headline, Text và Hotline to lớn Action, click "Show Advanced Options." This is where we will phối up our custom parameters.

Step 4) Add in the Display Link

Fill out the Display Link with the URL you want lớn be displayed on your ads. For most stores this would be the homepage. You can think of this liên kết as a vanity links that masks all of the extra formatting.

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Step 5) Input the URL Parameters

Finally add in the URL Parameters that you want strung behind the Website URL. Rethành viên that the more detail you add inlớn your tagging, the more data you have sầu to work with. The source should be phối lớn Facebook and the medium will depkết thúc on your company’s tagging etiquette. Some common examples for medium are: “paidadvertising,” “rekinh doanh,” or “ad.” You can add any custom parameter that Google Analytics tracks.


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Can You Use UTM Parameters to lớn A/B Test in Facebook Ads?

Yes! Facebook ads are a great place khổng lồ implement A/B testing. Try running an ad with varied text on the call to kích hoạt button. In order lớn properly traông chồng the effectiveness of each iteration, your Ad Content and Keyword parameters should be filled out in the links.

Examples of Ad Content & Keyword Tagging

“utm_campaign=SummerFun&utm_content=ShopNow”

“utm_campaign=SummerFun&utm_content= LearnMore”


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When you are viewing this data in Google Analytics both ads will be grouped until you get khổng lồ the keyword level. This means you can report on the overall effectiveness of the chiến dịch, while still seeing which Hotline khổng lồ kích hoạt resonated with your audience.

Viewing Conversions và Campaign Reports in Google Analytics

When viewing your reports in Google Analytics, go to the Acquisition tab. Under “All Traffic” cliông chồng on “Source/Medium.” The Source/Medium screen will show you the traffic from each source as well as the Revenue generated by each source. Filter even further khổng lồ see all of the rich insights on your campaigns by clicking on the "Secondary Dimension" filter.

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internetstartup.vn Shows a Direct Link from Facebook Ads lớn Revenue

Go one step further in your reporting. internetstartup.vn combines data from your ecommerce store with Facebook Advertising data to provide insights into the effectiveness of your ads. You can quickly see if Facebook is contributing khổng lồ your bottom line & which mix number of campaigns are really bringing in customers.

As an unbiased, objective sầu tool, internetstartup.vn is more comprehensive sầu than Facebook and less complicated than Google Analytics. When you spover a large amount of time and money on social advertising, it is vital lớn underst& how each channel contributes to lớn your business. Skip the laborious process of data digging and let internetstartup.vn get right to answers that help your bottom line.


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