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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Analytics

When should you use UTM parameters?

You should use UTM parameters when you want to get greater granularity around various traffic sources driving to a destination. This enables your team to get a better idea of how each traffic source is working for you. When you use an analytics system like Nudge, you can see how engaging each of those traffic sources are. And to then optimize to quality. For example if one source, drives traffic at 30 seconds of attention and another at 20 seconds,… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

What’s the purpose of creating UTM parameters for Facebook Ads

Creating UTM parameters for Facebook ads enables you to get more granularity on the performance of how various PPC strategies are working. Seeing what campaigns are driving customer engagement, ad copy, and audiences. Without UTM parameters you would be operating blind. It is also fair to consider, are my efforts on Facebook large enough, to warrant these types of optimizations. In general you want to capture the data though, so in the future, you can use it to benchmark other… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Where does it make sense to add UTM parameters?

It makes sense to use UTM parameters when you are sharing or promoting URLS. This may be to internal social pages, to partners, or other advertising platforms. This then enables you to see the performance of these traffic sources in your own analytics. Thus helping show the ROI of the various traffic sources. And provide a basis for finding areas of improvement. Generally it doesnโ€™t make sense to use UTM parameters for internal clicks, within a website. As the user… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Tracking UTM parameters between two domains

To track UTM parameters on clicks between two domains, you need to simply append the parameters to each click. Then the destination website will detect. In some cases parameters will not pass through, for example if a user shares a URL on their phone. Or some browsers will reduce the parameters being passed over, to protect privacy. This encourages marketers to only use what is necessary. Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

What does UTM parameters mean?

UTM parameters, are instructions placed at the end of a URL, to pass information from one place to another. The user activates these parameters when they click on them, and this data is passed to the destination website. It was born out of a need, to identify different traffic sources. And to enable marketers to get granularity in their traffic data. These days it is used as a blanket term for any parameters attached to a URL. However UTM does… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

What are Conversion Rate Analytics?

Conversion rate analytics enables you to see the rate at which people are converting. Seeing what actions people are taking, which are higher converting and lower. Then going into to see what content & URLS are driving conversion, different devices, traffic sources, times of day. Getting that high fidelity view of the converting customer is invaluable to making decisions around fine tuning performance. Maybe you need to adjust attention on calls to action, or traffic sources. But at the end… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

How to measure website traffic

Use an analytics platform like Nudge. This involves putting a piece of code on your website, to measure the customer engagement from each traffic source. This will quantify how many people are coming from a traffic source but also how engaging they are. Do they scroll? How much attention do they pay to your page? Are they converting? Seeing this for each traffic source, enables you to make better decisions around allocating time & resources to each source. Maybe you… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

What is omnichannel analytics

A single place which evaluates the performance of each of your channels. Often this is an analytics tool placed on your website, product or campaign pages. That provides a view of how customer are engaging from each of the sources. This enables the team to make better decisions on where to prioritize and focus attention. Comparing the relative quality of each channel, can yield great insight into how each is working for you. When doing this, some metrics to consider:… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

Omnichannel Data Analytics

With evaluating the performance of omnichannel marketing activities you need a single scorecard. Or place to evaluate how each is working for you. Which is where a data analytics platform like Nudge comes in. You track the traffic that comes from each of your channel executions, to see how it performs when it arrives. That gives you an idea of what is working best for you. If the customer engagement is higher from one channel than another, that tells you… Continue reading

Ben Young
Ben Young
October 28, 2022
Analytics

How do you measure your omni-channel marketing strategy

At the heart, you need a consistent measure, across the channels. To compare on a level playing field. Each part of an omni-channel strategy has its own nuances, but you need that consistent scorecard, to assess, how each channel is working for you. Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what theyโ€™re paying attention to, where theyโ€™re coming from, on what devices. And then it makes analysts jobs easier by synthesizing… Continue reading

Ben Young
Ben Young
October 28, 2022