UTM (Urchin Tracking Module) tagging is a powerful way to track the performance of your marketing campaigns. In TrackNotion, UTM tags work seamlessly with dynamic number switching to help you pinpoint which traffic sources and campaigns drive the most valuable calls. 

What UTM Tagging Is and Why It Matters

UTM (Urchin Tracking Module) tags are snippets of text added to URLs to track the source, medium, campaign, and other details about your website traffic. They are essential for understanding how users find your site and which marketing efforts lead to conversions.

UTM parameters typically include:

1. Source (utm_source): Identifies where traffic originates (e.g., Google, Facebook).
2. Medium (utm_medium): Specifies the type of traffic (e.g., CPC, email, social).
3. Campaign (utm_campaign): Describes the campaign name or promotion (e.g., summer_sale).
4. Content (utm_content): Differentiates similar ads or links within the same campaign.
5. Term (utm_term): Tracks specific keywords in paid search campaigns.

Example tagged URL:

https://yourwebsite.com/?utm_source=google&utm_medium=cpc&utm_campaign=summer_sale&utm_content=ad1

This tagged URL helps you track the traffic from Google’s paid search campaign "summer_sale" and differentiates it from other ads (e.g., ad2). It’s an essential tool for tracking campaign performance.

Real-World Examples of UTM Tags in Action

Example 1: Paid Social Media Campaign 

You’re running a Facebook ad to promote a summer sale:

https://yourwebsite.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=summer_sale&utm_content=image_ad

This URL tracks traffic from the Facebook campaign, identifying clicks from a specific image ad.

Example 2: Email Marketing Campaign 

You’re sending a newsletter with multiple call-to-action links:

• Header Link:

  https://yourwebsite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=august_promo&utm_content=header_cta 

• Footer Link:

  https://yourwebsite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=august_promo&utm_content=footer_cta

These URLs help differentiate the performance of header and footer links within the same email.

Example 3: Google Ads Campaign 

You’re running a paid search campaign targeting the keyword "affordable eyewear":

https://yourwebsite.com/?utm_source=google&utm_medium=cpc&utm_campaign=eyewear_promo&utm_term=affordable_eyewear

This URL tracks clicks from Google Ads and associates them with the "affordable eyewear" keyword.

How UTM Tags Work with Dynamic Numbers 

Dynamic number switching replaces your website’s phone number with campaign-specific numbers from a pool. 

This allows TrackNotion to identify which click or visitor led to a call, even if multiple users visit your site simultaneously.

Here's how it works:

• Each visitor sees a unique phone number from the pool, linked to their UTM-tagged session.
• When a call is made, TrackNotion matches it to the UTM parameters from the session, attributing the call to the correct source, medium, and campaign.
• If UTM tags aren’t set up, TrackNotion relies on limited data, such as Google Click IDs.

Example: Your primary phone number is 555-123-4567. When a user clicks on a UTM-tagged ad from Facebook, TrackNotion dynamically swaps this number with one from the pool. If the user calls, the platform identifies the session as originating from Facebook, providing precise attribution.

Setting Up UTM Tags for Your Campaigns

To get started with UTM tags:

1. Build Your UTM Links

Use tools like Google's Campaign URL Builder to create tagged URLs.

• Fill in the Source, Medium, and Campaign fields at a minimum.
• Add Content and Term fields for more detailed tracking.

2. Use Consistent Naming Conventions

• Example:

  utm_source=google, utm_campaign=winter_sale, utm_medium=cpc

• Stick to a naming system across campaigns.

3. Test Your Links

Before deploying UTM-tagged links, test them in a browser to ensure the parameters are correctly added to the URL.

Integrating JavaScript or Google Tag Manager (GTM) to set up the Dynamic Campaigns script

To enable dynamic number switching and track your campaigns effectively:

Option 1: Google Tag Manager (GTM)

• Log into GTM and create a new tag.
• Select Custom HTML as the tag type and paste the JavaScript snippet provided in your TrackNotion account.
• Set the trigger to "All Page Views" and publish the tag.

Option 2: Direct JavaScript Integration

• Copy the JavaScript snippet from your TrackNotion dashboard.
• Paste it into the <head> section of every page of your website's code.

Testing the Integration

Use the test feature in your TrackNotion dashboard to verify the JavaScript is working correctly.

How to Optimize UTM Tags for Maximum Effectiveness

Keep Parameters Short and Descriptive
Avoid long or vague names for parameters. For example:

• Good:

  utm_campaign=summer_sale

• Bad:

  utm_campaign=checkthislongandspecialoffer

Use Lowercase Letters
UTM parameters are case-sensitive. Use lowercase to maintain consistency and avoid duplicate tracking entries (e.g., google vs. Google).

Align with Analytics Goals
Plan your UTM parameters based on the metrics you want to analyze. For example:

• To separate email campaigns from other traffic sources, use: utm_medium=email
• For tracking keywords in paid search campaigns, add: utm_term

Integrate with Analytics Tools
Connect UTM-tagged links with tools like Google Analytics or your CRM to get a full view of campaign performance.

Best Practices for UTM Tagging

Be Consistent
Use a standardized format for UTM parameters across all campaigns.

Avoid Spaces
Replace spaces with underscores (_) or hyphens (-) to ensure URLs are valid.

Track Key Metrics
Focus on campaigns that drive meaningful interactions, such as longer calls or positive sentiment.

Monitor Regularly
Review your campaign data in the TrackNotion Call Analytics panel to ensure UTM tags are working as expected.

Ready to start tracking smarter?

Log in to your TrackNotion account and implement UTM tags!