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UTM Parameters or Other Tracking Software?

by palmtreelife
5 replies
Hi All!

I'm learning about different ways to monitor traffic and analytics for ad campaigns.

Do you guys use UTM parameters? Buy new domains (costly in the long run) and redirect? Use generic analytic software?

I've seen some threads discussing analytics, but I haven't found a good thread comparing them.

What is your preference and why?

Thanks.

Mark
#parameters #software #tracking #utm
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  • Profile picture of the author wilsonmacgregor
    google analytics. free, fairly simple, lots of information
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  • Profile picture of the author Oziboomer
    I guess it depends on what you want to track and your ability to take action on the data you get.

    There is tracking and then there is tracking.

    Sometimes it pays to have links that can be tracked in standard analytics and other times it pays to be able to track links at a deeper level.

    Most tracking stops at the first click but what if someone shares a link?

    To track shared links you need to use links that generate valid data.

    Why do you think paid versions of the "free link trackers" cost so much?

    Have you checked costs of the paid versions of Bitly etc?

    There is a reason those paid versions have premium pricing.

    Best regards,

    Ozi
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    • Profile picture of the author palmtreelife
      Sometimes it pays to have links that can be tracked in standard analytics and other times it pays to be able to track links at a deeper level.
      Thanks, Ozi. Can you provide an example of a couple different business models that would require different tracking and what those metrics might be? I can appreciate different marketers requiring different metrics, but I'm interested to learn, for example, what you feel the most important metrics are for each type of online business...ecommerce, affiliate marketing, SMM, email marketing etc.
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      • Profile picture of the author Oziboomer
        Originally Posted by palmtreelife View Post

        Thanks, Ozi. Can you provide an example of a couple different business models that would require different tracking and what those metrics might be? I can appreciate different marketers requiring different metrics, but I'm interested to learn, for example, what you feel the most important metrics are for each type of online business...ecommerce, affiliate marketing, SMM, email marketing etc.
        There are many examples of where tracking would be important.

        The important metrics for me are going to be different to others but Imostly look at conversions and track back to source to help measure ROAS.

        One simple one is say you are running ads on facebook and you want to send traffic to purchase something on amazon. In this scenario it can be difficult to track well but then you have tools like Zontracker.io that can measure those results even if the ad isn't clicked.

        This is very handy for Amazon sellers.

        Another use is further up the funnel when you are linking out to curated content to help build authority on your post. If you use something like jot url you can drop a number of retargeting pixels on the way through and not only measure the number of clicks but also add clickers to a variety of remarketing lists.

        You may want to do tracking on mobile devices and also link to specific apps within a mobile device.

        Another way to use shortened links is twofold.

        You can brand your own links so for example one of my businesses is a company called Fix-a-Frame and we have various websites and domains around that name but when it comes to tracking links and using links on content we put out there I often use my own branded short url fixafra.me plus whatever the word I want to use after the branded url.

        I can then run this via good link tracking service and control the destination of those links from one dashboard.

        This is handy when you want to promote something or you move a resource because you can go in and change the destination in one place rather than having to change all over the place.

        Other useful things are tracking clicks from QR codes, dropping pixel etc.

        The uses and the metrics for each use is usually determined by the campaigns you are running and what results you need to measure for the client.

        Best regards,

        Ozi
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        • Profile picture of the author palmtreelife
          Thanks, Ozi for the thorough response. My tracking so far is fairly simple and is further up the funnel like you said. I can see how the other metrics might be useful, but I'm wondering how necessary they are. I'm not at all saying they're pointless, but like you said I guess, it depends what someone is most interested in tracking. Over time, I've sometimes wrongly assumed we'd all want to be tracking the same metrics.
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