Measurement is the primary key to optimizing a business’ process, and marketing campaigns are no exception. The sooner you establish the key performance indicators for your marketing campaigns, the earlier you can see what works for you and what doesn’t. Today, we’re talking about measuring your campaign results, and you might be thinking like, “What does that even mean? What’s a campaign?” Well, in its core form a campaign is anything as simple as just a link, a URL to a webpage that you might send to a few people, and you want to see how many people have clicked on that. So measuring your campaign results could be just putting a link in a description for a Facebook post, and when people click on it.
Is Your Audience Engaged?
But the problem is a lot of people put a lot of Facebook posts and LinkedIn posts and all this good jazz up, but they don’t really know how engaged their audiences are. You can see some, obviously, high-level stats with Facebook where you can see the engagement, but you can’t necessarily see if they’ve clicked on that link or possibly even filled out the form or whatever the call to action is after they’ve clicked on the link.
Use UTM Codes
There’s a cool little piece of code that you can put at the end of your link called a UTM code. Now, what a UTM code is, it’s a snippet of sample code that you can add to the end of a URL to track the performance of campaigns and content. It can help you see where visitors have come from, say Google or something like that, along with unique identifiers to work out which person has clicked on that link. I nearly guarantee the next time you look up in your address bar, and you have a look at a URL, if there’s a whole bunch of crazy digits and codes after the name of the website, there’s a very real chance that that is a UTM code, and they’re using that to find out where and what marketing is working for them.
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They Work on Most Platforms
Most platforms allow you to use UTM codes, anything from ActiveCampaign through to MailChimp and things like that, and there are other tools that you can plug into to your computer to be able to use UTM codes, even in places that you wouldn’t have been able to otherwise. So Bit.ly Bit dot L-Y and a bunch of other different URL creators can let you track how many people click on different things, where they’re coming from, and where they’ve gone, the geolocation, so maybe they’re calling in from Queensland, or maybe they’re over in Pakistan, who knows, but you’ll be able to tell this.
The Final Word
If you’re not using UTM codes, jump onto it and start using them now to be able to work out how valuable your time has been in creating different things. You’ll be able to see if a certain campaign’s worked better than another campaign and make sure you’re not just spinning your wheels, hoping for the best, throwing something at the wall and seeing if something sticks.
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