How important is UTM Parameters for Digital Marketing Analysis?

Posted on October 30, 2018 by Emarkt_Admin

Do you Track your Campaign with UTM parameters?

When you have so many marketing tools and analytics platforms, Sometimes you feel helpless to understand what is actually going on your tweet or facebook ad, sign up form, newsletters, sale etc.

But have you ever thought adding UTM Parameters to your links will help solve all your problems regarding tracking of Campaign, attributing, and solution for your marketing efforts?

Let discuss in more details about UTM Parameters and How to use them?

What are UTM Parameters?

UTM stands for Urchin Tracking Model.  UTM Parameters are tags in your link which gives you the details about  Campaign Source, Campaign Medium, Campaign Term, Campaign Content.

Read more in details about what are UTM Parameters? 

Why should you use UTM Parameters?

  1. You should use UTM Parameters to overview the traffic coming from newsletter, CPC, emails etc.
  2. When you want to track how your marketing campaign is doing.
  3. To see the customize traffic you send to your site versus the traffic other people send to your site.
  4. To find the differences, how other campaigns are doing.
  5. To check the traffic Source/medium.
  6. To make an effective report and do better analysis.

How to set up UTM parameters

We will learn how to set UTM Parameters quickly and easily:

Step 1: Go to Google’s URL Builder

Step 2: Open the link and fill all necessary details

I have already discussed earlier on how to set UTM Parameters in my previous blog 

Suppose the link is:
utm parameters

The above link has UTM Parameters

utm_source (Campaign source): This source is used to identify the search engine like google, yahoo etc.

utm_medium (Campaign Medium):  This will help you to identify medium like CPC.

utm_campaign(Campaign Name): The Campaign name will help you to identify the campaign promotion.

utm_term(Campaign Term): Helps you to identify the keywords used for ads or paid search.

utm_content (Campaign Content): Campaign content will help you to differentiate ads or any links that point the same URL.

How important are UTM Parameters for Digital Marketing Success

1. Measure Marketing Campaign and its Effectiveness.

When you create a campaign and want to know its effectiveness. Create a UTM Parameters to measure the structuring.

2. Customize Your campaign

With UTM Parameters you can easily add give a name to your campaign so that you can easily identify who is bringing in what. It is very effective and helpful for better digital marketing strategy.

3. Segmenting Your Traffic

If you got a 100 views in your social media post doesn’t mean all the views came from the same source. Using UTM Parameters helps you to segment the traffic.

4. Using Google Analytics Track the traffic and the Conversion rate.

Step 1: Go to Google Analytics Account

Step 2: Go => Acquisition =>Campaigns



As per the above table, you can see the list of the campaigns (above table campaign is not created) you will be creating the trackable URLs using UTM Parameters and track the numbers of traffic and conversion rates.

5. Use to Compare your Report

You can use UTM Parameters to compare your reports over time. You can spot the reports that were most effective in driving traffic to your site and then do better digital marketing strategy.


Using UTM Parameters you can easily track the marketing campaigns and conversion rates. With this help, you can create a better digital marketing strategy with a good budget.


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Posted under: Google Analytics

Top 10+ Google Analytics Reports for Digital Marketing Analysis

Posted on October 15, 2018 by Emarkt_Admin

What Can Google Analytics Track?

If you are an analyst probably you have heard about Google Analytics. But what exactly does Google Analytics Track?

Google Analytics is a free tool helps you to analyze the performance of your website. With Google Analytics you can track all dimensions and metrics and sorts the visitors according to your need and demands. You can integrate other Google Products like Google Ads and Google Search Console. Install a small “Tracking Code” on each page of your website and track any campaigns, Social Performance and Advertisements.

Let’s get started with the Top 10 Google Analytics Reports/Metrics which will be helpful for every Digital Marketing Analyst.

Top 10+ Google Analytics Reports/Metrics to Track

Metrics and Dimensions are the building blocks for Google Analytics Reports.

metrics and dimensions of Google Analytics













With the help of metrics and dimensions, you can make a decision based on data, which will give you more revenue.

Google Analytics is Categorized into:

  1. Audience
  2. Acquisition
  3. Behavior
  4. Conversions

Google Analytics Audience Metrics:

1) How many Users are coming from Desktop/Mobile/Tablet?

browser data in Google Analytics









Go to -> Audience-> Mobile -> Overview
Browser Report is very necessary to check the compatibility of the users from which browser revenue is more. By creating a custom report you can segment according to conversion per browser or according to your need.

2) Users most visited Time and Day?

hours of visit metric in Google Analytics Go to -> Customization -> Custom Reports-> New Custom

hours report in Google Analytics
If you selling any products on your sites or anything. with this, you will have the better understanding of your traffic and you can decide which time is best for you to publish or sell on the website.

3) New Visitor Vs Returning Visitors

new visitors vs returning visitors metrics in Google Analytics








Go to Audience-> Behavior -> New Vs Returning

When there is more of returning visitors means it is a good sign that users are interested in your products and visiting again to your website.

4) Where are my Most Visitors Located?

location report in Google Analytics












Go to-> Audience-> Geo->Location
Now you know which location has the highest traffic and more conversions. with the help of Google Analytics report, you can target your ads for more revenue.

Google Analytics Acquisition Metrics:

5) How many Users are visiting my website daily and when?

traffic reports in Google AnalyticsGo to-> Acquisition-> All Traffic-> Source /Medium

Now you know which location has the highest traffic and more conversions. with the help of Google Analytics report, you can target your ads for more revenue.

a) Bounce Rate:

bounce rate reports in Google Analytics

Bounce rate will give the percentage of the users who left the site without viewing your pages (lower bounce rate is always better).

new users reports In Google Analytics b) New Users:

The users who visited your site for the first time

c) Pages/Session:

On Average how many visitors are reading your page before they leave your website (the greater number is always the best).

d) Sessions:

A session starts when someone loads a page and ends after 30 minutes of inactivity. All the clicks, page views, transactions etc are tracked during this activity makes one session.

e) Avg. Session Duration:

How long are your users staying on the website? The greater the number is always best.

6) The most clicked button on my website (In-Page Analytics)

In page analytics reports

To view In page analytics report you have to add an extension (In-Page Analytics) in your browser. In order to view data in your browser, you have to log in to Google Analytics account as well. This data will help you to analyze the most clicked buttons on your browser.

Google Analytics Behavior Metrics:

7) Which landing Pages do Users Visit most in my Website?

landing page reports in Google Analytics











Go to ->Site Content-> Landing Pages

The above report gives the overview of landing pages (The first page seen by the users when they visited your website). You can always combine with different segments in secondary dimensions to get best results like if you want to see traffic source add (source/medium).

8) Identify Your Top Content

site content report
Go to-> Behavior-> Site Content-> All pages

This report helps to know which content keep the user on the website for the longest time. You can identify the bounce rate and keep the good content.
a) Exit Pages
Exit Page Report in Google AnalyticsThis will help you to identify which page is not performing well and improve in the content.

b) Keywords
Choose secondary dimension as keyword and you will able to identify with which keyword users are coming to the site( Above picture keyword is not set).

9) Top Viewed Page Title Of your website

page title report in Google Analytics
Go to-> Behavior->Site Content-> All pages-> Page title

With the above report, we can get the interest of the user which field he/she is interested in.

10) Is Site Speed OK?

site speed reports in Google Analytics


Go to-> Behavior->Site speed-> Overview

The above report will help you to avg. page load and download time. With the site speed, you can make a website user- friendly.

Google Analytics Conversion metrics:

11) Google Analytics Goals overview report

goal overview
Google Analytics will set special goals like thank you page, contact us, form submission, downloads etc. with the above report you can get an overview of your goal completions.


Google Analytics has got multiple numbers of reports to cover about what is happening and why on your website. If you are new to Google analytics this is best metrics you should be familiar with. Above metrics/reports will give you enough data about your website to analyze and understand how your website is working. As you become experienced you can start using more segments and filters in your customized reports to get the best result and make a better digital marketing strategy.

Google Analytics and its conversion measurement capabilities are very important. Google Analytics is an essential analytics tool for any marketer, but making the most of it can be challenging. Google Analytics has got multiple numbers of reports to cover about what is happening and why on your website. If you are new to Google analytics this is best metrics you should be familiar with. Join Google Analytics course to understand how this particularly to those who are new to the analytics.

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Posted under: Google Analytics