UTM markup for Yandex and Google according to the standard


How to track the effectiveness of an advertising campaign? Of course, using UTM tags. Moreover, they can be standard and easily reconfigured for any new client. The basic designations will always be standard: in source it is denoted by yandex and google, respectively, and in medium: срс for pay-per-clicks and cpm for pay-per-impressions. As for term, you need to use a dynamic label denoting the key in it. This designation will allow you to collect statistics specifically for the keyword.

campaign label

This tag makes it easy to manage your advertising account directly, as well as comfortable and fast data segmentation. Here are the main rules for using UTM-campaign:

  1. The name of the advertising campaign must exactly match the label. It is better to use the name itself, because it is more descriptive.
  2. Each element in the title must belong to a specific segment: for example, an indication of the region, company name, source, channel.
  3. The number of elements in the names for each client is preferably the same. This ensures the uniformity of the markup.
  4. The structure should contain the name of the agency in order to distinguish "related" traffic from someone else's.

Also, the UTM-campaign structure may contain: traffic source, payment format in the settings, category of selected keys, advertising campaign regionality, network and targeting types, time of day, devices, additional comments. Depending on what a particular client needs, the number of tags can be increased or decreased.

If it seems that such a process is too complicated, then do not forget that once worked out the texture will later turn out to be very convenient. An ordered advertising campaign looks more “weighty” in the eyes of the customer, and it is easier to work with it: you can quickly find any segment for the sample and conduct an analysis. The more structured your account is, the more you can say about the performance of your ads.

content label

Even if you specify all the basic information, there are still facts that need to be indicated in UTM-content tags. As a rule, all significant dynamic parameters are located here, including:

  • device type;
  • region;
  • click position;
  • ad selected by the user.

This analysis will help you understand which content works best. Dynamic labels mark up texts or banners, and this helps to collect maximum statistics.

Based on the results of the work, information is extracted from all the tags, and on the basis of them a graph is already being built that allows you to visually evaluate the effectiveness of the advertising campaign.

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