One of our recent posts featured base information regarding web analytics and how useful it is for running your business powered by SkaDate dating script. This time over we follow it up with an article on the monitoring of how efficient your traffic from different sources is, how good your chosen keywords are, and how well your campaigns are running in general.
Any owner of an online dating business dealing with site and mobile apps promotion through ads should understand which sources bring the most quality traffic and revenue. Luckily, it’s quite easy to monitor these things by following these simple steps:
- Install Google Analytics to get data about your site (and do we do that for you after you purchase SkaDate Dating Software)
- Link Google AdWords to the configured Google Analytics (we can do that too as part of the services provided with SkaDate Solutions). This step will let you see the effectiveness and quality of your site’s traffic in relation to separate keywords and ad texts you run (or ask us to set up and run for you).
- Tweak the UTM parameters – the additional setting for ad links you post. This is a vital element to monitor the efficiency of any other banners, Facebook Ads, links from partner platforms, etc.
Let’s get into more details about this last element. After all, UTM parameters are considered your main aid for the analysis of advertising traffic and efficiency.
What is UTM?
UTM is Urchin Tracker Module, a web statistics analysis program originally developed by Urchin Software Corporation. It was quite popular in the day, and as you probably already guessed, Google acquired the company and turned subsequent software releases into what is now know Google Analytics. But the UTM moniker stuck and that is what we now use to mark the effectiveness of running ads. UTM markings help in optimizing and improving campaigns, as well as monitor the number of site visitors interested in your products and services.
Oh, and if you think this little history and language lesson is wasting your time, please forgive us and don’t stop reading now. The knowledge in this post will definitely save your hundreds of dollars in the future, all thanks to proper ad placement.
How Does this Work?
Simple, really. What you need to do (or rather, we need to do for you) is pick a page on your site which you want to to point to with a banner, newsletter, a targeted Facebook or Instagram ad. Now attach several UTM markers to this page’s URL applying several special rules. This is how a link with applied UTM markers look like –
Now, in order to get a proper report for the analysis we need key UTM marker parameters. The first three are always there, and the next two are optional:
- utm_source (traffic source like Google or Facebook);
- utm_medium (traffic medium such as SPC, CPM or Social Media);
- utm_campaign (the campaign name);
- utm_content (the content of the ad);
- utm_term (the keywords used for visitor to see the ads).
These variables help Google Analytics sort the collected data by distributing each marker value into specific fields. This allows you to see the entire scope of statistics in Google Analytics in accordance with set markers. For example:
adroll — source
cpc — medium
Now, by clicking Secondary Dimension and entering “Campaign name” you will see all ad campaigns that brought visitors to your site.
The Golden Rule
- The higher the Average Session Duration
- The lower the Bounce Rate
- The higher the Pages / Session ratio
- The better quality your traffic source is!
While using UTM markers it is important not to miss or indeed to mess up all the necessary parameters if you do it manually. So don’t, and instead use Google Campaign URL Builder – it’s an official helper tool that will solve this task for you.
When to Use UTM Markers?
- Paid Search
If you need to analyse the efficiency of a specific ad within the system of context ads. Using UTM markers you can dissect the data and learn the sum reaction for each ad.
- Banner Ads
Also allows to monitor the results of a single banner performing on several different platforms.
- Blog Links
Say, you run moderate company with an active Twitter account. Twitter does not let you analyse your traffic with a precision we are after. Well, UTM markers help you here too. Not only we can get to weighting the Twitter traffic in general, but each posting separately as well.
- Presentation Links
Many businesses employ services to make public presentations of their products and services. This is a good promotion strategy, and if you employ it, you’ll definitely want to leave some links within, and later monitor their performance.
UTM markers can be used for mass-mailings you send to clients and prospects (informing them about pending offers, discounts, etc.) or special targeted newsletters.
As you can see, it is quite feasible to really enhance the promotion of your website powered by SkaDate dating script. Don’t forget that we give you a team of professional supporters, always ready to answer all of your questions and resolve any issue. In the meantime, we’ll leave you with a spoiler – one of our next posts will be about conversions. The actions your users make on your site (registration, subscription, membership purchase, etc.) and how you can monitor them with Google Analytics.