A landing page URL points to the Web page that a user will arrive at after clicking on an ad that you’ve placed through the Demandbase Advertising solution. But the landing page URL should contain more than the core website address of your online content. You need to associate your ads with landing page URLs that include unique Urchin Tracking Module parameters, commonly abbreviated as UTM parameters, so that you can track the progress of your campaign.
Here is an example of a landing page URL that includes a UTM parameter added to the end of the URL:
Important: See Reference: UTM Parameters to Use in Landing Page URLs for the parameters we recommend that you append to landing page URLs.
HOW UTM PARAMETERS WORK
UTM parameters represent different dimensions of how the user comes to the landing page and the online context in which they clicked on the landing page URL. Google Analytics collects clicks on landing page URLs with UTM parameters to report on various metrics, such as the volume of traffic to your website from specific sources that include clicks on the following:
- Clicks on your banner ads
- Clicks on other Web pages that you host
- Search-term results
- Social media
You can even include a parameter in the URL such that the click on your ad is associated with a particular campaign.
When running multiple online marketing campaigns through Demandbase, you likely have multiple vendors and various pieces of content driving traffic to your website. If you’re driving several sources of traffic (such as search, ad words, Demandbase, or Google) to the same landing page, it’s difficult to determine which campaign is more effective in driving target accounts. Using UTM parameters solves this issue.
Tip: To learn more, see the Koozai blog post UTM Parameters Explained with Practical Examples.