With the ability to gain a comprehensive overview of your campaign efforts with the numerous reports available in your dealership portal, including open rates, offer clicks, and more, you can easily track the trends and effectiveness of individual campaigns. But what about the other side of those efforts: tracking the source of your website traffic? Find out what works best with UTM parameters using Google Analytics.

Data That Drives Revenue

To gather actionable data on which campaigns are driving the most website traffic – and, not only which campaigns, but which links within each campaign – add UTM parameters to your campaign URLs. Generated through Google Analytics, these parameters track, collect and analyze clicks so you can discover which links are producing the most engagement, which versions of the campaigns are the most effective, and more. Plus, this information allows you to compare results so that you can pinpoint those areas in need of improvement – and those generating the most revenue.

UTM Parameters to Use

There are different UTM parameters you can add to your URLs to track various elements of your campaigns, including:

• utm_source: This identifies the marketer, website, publication, etc. that is sending traffic to your website. Use this parameter to identify AutoLoop as the source and it will allow you to see which traffic is coming from your campaigns.
• utm_campaign: This parameter identifies the individual campaign name, such as Holiday Service Specials, New Owners Workshop, etc.
• utm_content: Use this parameter to differentiate between links within the same campaign. Easily track which offers, buttons, images, and other elements are generating the most engagement by setting a unique value for each element, such as Oil Change Offer, Free Inspection Offer, Dealership Image, etc.

Tracking website traffic resulting from your campaigns is simple. With your Google Analytics UTM parameter generator, just plug in the desired values for the UTM parameters you want to track on a specific campaign. This generates your unique UTM parameters. Then, send those parameters to your Marketing Services Rep when setting up your campaign request.

Effortlessly track your campaign success through Google Analytics using UTM parameters and you will gain valuable insight into what is driving the most traffic – and revenue – for your store. For any questions, or for assistance in submitting UTM parameters for your campaigns, please reach out to your Performance Manager.