UTM & Exatom

Everything you need to know about UTM

Data-driven online marketing is essential today. It does not matter what the goal of your website is. Lead generation or online purchases: in both cases, it is extremely important. Important to know the effects of your marketing tools and the budgets you have invested. Exatom supports you in this with UTM-specific form analytics. UTM provides you with detailed insights into the behavior of your website visitors. It helps you understand which campaigns and expressions are more or less valuable.

What is UTM?

UTM stands for “urchin tracking module.” It is a code you add to the URL of a link. This code contains various parameters. These give information about the origin of a visitor.

UTM lets you track which campaign, channel, or medium brings visitors to your website or form. This makes it possible to make your marketing efforts measurable and transparent.

What are UTM parameters?

UTM parameters are parts of the code. These parameters help you analyze web traffic. Examples of parameters are:

• UTM_source: the platform that generates traffic (e.g., Google or Facebook)

• UTM_medium: the type of channel such as email or paid advertisements

• UTM_campaign: the specific campaign you are running

• UTM_term: keywords in paid search campaigns

• UTM_content: to distinguish variations of links

By setting these parameters correctly, you gain more control over your data. Exatom advises companies to apply standardization in naming conventions. This prevents confusion and increases the accuracy of your analyses.

How does UTM creation work?

Creating UTM codes is simple with the help of a UTM builder. With a UTM builder, you manually fill in the parameters you need. The tool then directly generates a URL with the correct UTM code.

This is essential to keep an overview and avoid mistakes. Below we have created a UTM builder for you. This guarantees correct data collection and reliable reporting.

UTM builder: the tool for consistent tracking

The easiest way to generate UTM codes is via a UTM builder. This prevents mistakes and ensures structure in your reports. With a UTM builder, you easily enter the right parameters. You then immediately receive a complete URL. This prevents errors and ensures consistency. Exatom recommends using this UTM builder. This is especially useful if you work with multiple campaigns and channels. This way, you maintain an overview and increase the reliability of your data.

Combine with Exatom: a powerful combination

Exatom helps organizations improve conversions on forms and checkouts. Form analytics, session replays, and smart tooltips can help turn visitors into leads. By combining UTM with Exatom’s tools, you gain a complete view of your conversion path.

Suppose you are running multiple campaigns. With UTM, you can see which source delivers the most valuable traffic. You discover whether visitors find your website via social media, email, or advertisements.

Exatom shows exactly what these visitors do around your forms. This allows you to continuously optimize your approach.

Benefits of combining

• Insight into which campaign delivers the most conversions

• Ability to optimize based on solid data

• Increased conversion rates thanks to targeted insights

• User-friendly reports and dashboards

Common mistakes

Although UTM is powerful, there are pitfalls. Inconsistent naming is one of them. This makes data analysis difficult. Many marketers also forget to set parameters correctly. This leads to confusion and inaccurate insights.

With our UTM builder, we help you avoid these kinds of mistakes. This UTM builder guides you in setting up correct UTM structures. This ensures your data is accurate. And within the Exatom platform, you can filter on UTM codes. This makes the differences between media and sources transparent.

Using UTM for offline campaigns

UTM is not only usable for online campaigns; you can also apply it in offline campaigns. Think of flyers with a unique URL and UTM code. Or ads in magazines that lead to a special landing page. This way, you also measure the impact of these efforts.

Why it is essential

In a world where competition and digitalization are increasing, insights are essential. UTM provides you with those insights. Together with Exatom, you can fully leverage this data. You make better choices. You increase your return on investment. You get more from your marketing budget.

UTM is not a luxury but a necessity. Especially when you aim for growth, profitability, and data-driven insights. With Exatom as your partner, you maximize your digital marketing strategy.