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Attribution Habit #3

UTMs are the most simple and critical way to track attribution

Part 1 - Get the data out there.

Habit #3 solely focused on how you will track your online touches. As a reminder, these are the touches that take place on digital properties that you own.

Step1 - Develop a UTM framework that so that each link relates to the specific channel and sub-channel.

Review the channel guide you created in Habit #1 and consider which UTMs will you will use for the various channels and sub-channels. Consistency matters a LOT. For example, for Google Paid ads, will your utm_medium be: CPC, PPC, paid-search, paid_search, Adwords, etc, etc? You get the drift.

Almost everyone has preconceived definitions of the terms—especially ‘channel’ and ‘campaign.’ It can be easy to get confused. Take a minute to align with your team on how you will construct your UTMs based on your specific channels.

Prefer a PDF with the same info? Click here

Step 2 - Use the UTM parameters with every link you share.

Once you take the time to build out —and document!—your UTM strategy, develop scalable tactics that make it easy to put UTM parameters on every link. Each link should be unique based on the channel where you share the content.

Example, if I share my website in a few different places as part of a campaign called 2022Q1-Intro, this is what my links should look like:

Remember, consistency and structure are your BFFs with this process.