5 min read
Use UTM parameters to analyze and optimize your lead acceleration with OnceHub
March 30, 2022
UTM parameters. I’m sure you’ve heard of them, but do you really know what they mean for your business? Let’s see how simple they are to use, and, here’s a bonus, implementing them is completely free. Using them with OnceHub will help you to optimize your lead acceleration process.
What are UTM parameters?
UTMs parameters are added to the end of website URLs for advanced tracking and analytics. They are also referred to as UTM tags, UTM codes, tracking tags, or simply, UTMs. There are five standard UTM parameters that can be used. These are campaign, source, medium, term, and content.
|UTM parameter||What the code looks like:|
This is the specific platform you're using to promote a page.
This is the type of platform you're using to promote a page.
This is the name of your campaign.
This is used for PPC and other paid keyword-based marketing.
This is used for specific elements in your content, such as a button, graphic, or a link.
|Example of a URL with UTM parameters added:
Adding UTM parameters after the question mark of a URL doesn't change the content or behavior of your original page. It's all completely invisible to your website visitor.
UTMs are added to your website page URLs before sharing the links through various external channels. These channels could include email, social media posts, paid campaigns, or external blogs.
Once implemented, Google Analytics and other programs could be used to analyze which external sources are generating the most traffic to pages on your website. You can further delve into which campaigns are generating the best leads, conversions, and revenue.
What are the benefits of UTM parameters?
Implementing UTMs is simple, and free. It’s an affordable and effective way to monitor campaigns in your lead acceleration process.
UTMs allow you to track inbound traffic, and measure the impact of your marketing efforts. With them, you can better understand how your leads engage with the content on your website. Analyzing this data will help you to evaluate whether a campaign was successful. This allows you to identify gaps or opportunities in your lead acceleration process. You’ll be better equipped to prioritize the campaigns to focus on for your business.
Using UTM parameters with ChatOnce
With ChatOnce you can create smart chatbots that capture, qualify, and engage with the right leads in minutes, not days. Adding UTMs into the mix allows you to accelerate the benefits of chatbots.
Using UTM parameters with targeted chatbots you’re able to create relevant content for your website leads. You can have a smart chatbot on your website that interacts with leads who arrive through a specific campaign.
For example, send an email campaign to a select group of high-quality leads. When they click a link in the email it takes them to a page on your website. A chatbot uniquely created for these leads pops up and interacts with them. This UTM targeted chatbot won’t interfere with any of the other content and chatbots on your website.
Another option is to use UTM links with standalone chatbots to see which sources generate the most traffic, or high quality leads.
For example, create a standalone chatbot to interact with sales referral leads. Use different UTMs to the same standalone page to monitor and analyze which sales agents bring in the most high quality leads.
Using UTM parameters with FormOnce
With FormOnce you can create smart forms that capture, qualify, and engage with the right leads in minutes, not days. Adding UTMs into the mix allows you to accelerate the benefits of smart forms.
Using UTMs on pages with smart forms will help you to understand where your traffic and leads are coming from. You’ll be able to analyze which sources or campaigns result in the most lead capture, qualification, and engagement.
For example, create a smart form on your website that allows people to qualify and register for a feedback program. You can then activate an email campaign, and a social media campaign with different UTMs to that page. By doing this, you’re able to see which of the campaigns are more effective in capturing high quality candidates for the program. Armed with this information, you can put effort into campaigns that are more successful, and waste less time on those that aren’t.
Using UTM parameters with ScheduleOnce
With ScheduleOnce you can create smart scheduling pages that engage with the right leads in minutes, not days. Adding UTMs into the mix allows you to accelerate the benefits of smart scheduling.
For example, you can create a single scheduling page that shows the combined availability for your entire team. Then, use UTM parameters to analyze which sources directed leads to that page to make a booking with your team. This simplifies your scheduling process. You don’t need to create separate booking pages or ask additional questions like “How did you hear about us?” to gather more useful data about your leads.
Analyzing activity from UTM parameters with OnceHub
You can monitor and analyze UTMs in the activity stream of your OnceHub account.
Your activity stream shows UTM parameters for ChatOnce, FormOnce, and ScheduleOnce. In your activity stream you can filter by UTMs to track and analyze the data from specific campaigns or sources.
Exporting activity from UTM parameters with OnceHub
You can even take your analysis a step further by exporting your OnceHub UTM activity into a spreadsheet. Exporting allows for further analysis, as well as enabling you to segment sets of leads based on UTMs associated with their activity. From the spreadsheet, you can delve deeper into the details, and create charts and tables.
Now that you know more about using UTMs to analyze and optimize your lead acceleration process, why not start implementing them today?