Measuring Website Performance with UTM Source URLs“Sand

by | Dec 6, 2024 | Tips + Tricks

In this fast-paced world, every dollar and hour counts. Your website is a critical tool for building awareness, connecting with supporters, and driving donations. But how do you know which marketing efforts are actually bringing people to your site? This is where UTM source URLs come into play.

If you’ve never heard of UTM source URLs, don’t worry—we’ll break it down step by step. By the end of this blog, you’ll understand what UTM source URLs are, how to create them, and how to use the information they provide to make smarter decisions for your nonprofit.


What Are UTM Source URLs?

A UTM source URL is a special type of web address that helps you track where your website traffic is coming from. “UTM” stands for Urchin Tracking Module, but don’t let the technical name scare you—it’s simply a way to add labels to your links so you can see how people are finding your website.

For example, let’s say you’re running a Facebook campaign to promote an upcoming event. By adding a UTM source to the event link, you can track how many visitors to your event page came from Facebook.

Why Is This Important?

  • Measure ROI (Return on Investment): Understand which campaigns or platforms are driving the most URL visits.
  • Improve Marketing Strategies: Focus your efforts on what works best, whether it’s social media, emails, or ads.
  • Save Resources: Spend less time and money on ineffective campaigns.

How Do UTM Source URLs Work?

Think of UTM source URLs as tags you attach to your links. These tags don’t affect how the link works—they simply provide extra information when someone clicks on it.

When you create a UTM link, you add one or more of the following tags:

  1. Source: Where the traffic is coming from (e.g., Facebook, email, newsletter).
  2. Medium: The type of traffic (e.g., social, email, CPC for paid ads).
  3. Campaign: The specific campaign name (e.g., “FallFundraiser2024”).
  4. Content (Optional): Used to track different types of content in the same campaign, like “banner ad” vs. “text ad.”
  5. Term (Optional): Useful for tracking keywords in paid search ads.

Here’s an example of a UTM-tagged URL for a Facebook ad:
https://www.yournonprofit.org/donate?utm_source=facebook&utm_medium=social&utm_campaign=fallfundraiser2024


How to Create UTM Source URLs

Creating UTM links is easier than you might think! Follow these steps:

1. Use a UTM Builder Tool

Google offers a free tool called the Campaign URL Builder that makes creating UTM links simple. You can find it here.

2. Fill Out the Fields

  • Website URL: Enter the page you want to track (e.g., your donation page or event page).
  • Campaign Source: Enter the source (e.g., Facebook, email).
  • Campaign Medium: Choose the medium (e.g., social, newsletter).
  • Campaign Name: Name your campaign (e.g., SpringGala2024).

3. Copy and Use the Link

Once you fill in the details, the tool will generate a UTM link. Copy the link and use it wherever you’re promoting your campaign.

4. Shorten the Link (Optional)

If the link looks too long, you can shorten it using a service like Bitly or TinyURL.


How to Access Data from UTM Source URLs

After your links are out in the world, the next step is to analyze the results. Here’s how:

1. Use Google Analytics

  • Log in to Google Analytics: If you don’t have an account, your web design team can help you set one up.
  • Navigate to “Acquisition”: Go to the “Acquisition” tab to see where your traffic is coming from.
  • Filter by Campaign: Under “Campaigns,” you’ll find data grouped by the UTM tags you’ve used.

2. Look for Patterns

Pay attention to trends, such as:

  • Which campaigns are driving the most traffic?
  • Are people from certain platforms (like social media) more likely to donate?
  • How do email campaigns compare to ads?

3. Share the Results

Once you have the data, share it with your team to make informed decisions about where to focus your marketing efforts.


Common Mistakes to Avoid

  1. Not Using Consistent Naming: Always use the same format for your UTM tags (e.g., “Facebook” vs. “facebook”). Inconsistencies can make it harder to track results.
  2. Overcomplicating Tags: Stick to simple, clear labels.
  3. Forgetting to Use UTMs: It’s easy to forget, so create a habit of adding UTMs to all your marketing links.

Real-Life Example for Nonprofits

Let’s say your nonprofit is hosting a virtual fundraising event. You promote the event via:

  1. An email newsletter
  2. A Facebook post
  3. A Google ad

For each platform, you create a UTM-tagged link:

  • Email: https://www.yournonprofit.org/event?utm_source=email&utm_medium=newsletter&utm_campaign=virtualfundraiser2024
  • Facebook: https://www.yournonprofit.org/event?utm_source=facebook&utm_medium=social&utm_campaign=virtualfundraiser2024
  • Google Ads: https://www.yournonprofit.org/event?utm_source=google&utm_medium=cpc&utm_campaign=virtualfundraiser2024

After the event, you check Google Analytics and see:

  • 200 visitors came from the email campaign.
  • 150 visitors came from Facebook.
  • 50 visitors came from Google Ads.

Now you know that your email campaign was the most effective, and you can allocate more resources to email marketing in the future.


Why This Matters

Resources are limited these days, and it’s vital to use them wisely. UTM source URLs give you the power to track and measure your efforts, so you can focus on what’s working and stop wasting time on what’s not.

If you need help setting up UTM tracking or understanding your analytics, our web design team specializes in helping nonprofits like yours succeed online. Together, we can ensure your website is a tool for growth and impact.

 

Looking for support? Want to chat through your idea? Reach out. We’re here to help you.