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Video Transcript

Social media managers need to track how their activities support to marketing goals, for example, how a set of holiday Tweets is contributing to online product sales during a campaign.

UTM parameters are a valuable tool to methodically track how social contributes to website traffic and subsequent conversions.

UTM Parameters are simply codes that are added to a URL, which can be tracked using Google Analytics.

UTM Parameters are useful for segmenting your traffic; for example, to compare the relative effectiveness of Facebook and Twitter messages that are promoting sales of a new product.  Being able to track and segment customers helps you home in on what’s working, so you can do more of that.

Using Hootsuite, you can easily add UTM parameters to the links contained in your outgoing social messages.  These will appear at the end of your destination URL.

Say you’re sending a series of 25 tweets that link to a landing page for a holiday sale.

To add custom parameters, paste a URL, and then click the gear icon.

Since you’ll likely have a large number of tweets to be sent and tracked, we recommend creating a Preset, which will save considerable time when sending the remaining campaign tweets.

First, enter “utm_medium” - which is the channel used to drive someone to your website.

In the next field, type “utm_source”, which is the social network driving the traffic.  

A common mistake is to use utm_source and utm_medium interchangeably; utm_medium should always be the top level of the hierarchy. In the last field, enter “Utm_campaign” - which should describe the campaign the tweets are part of.

Before moving to the next step, a best practice is to ensure that your UTM codes contain only lower-case letters, underscores (_) instead of spaces, and sensible, clear descriptions.

Now click ‘Apply Parameters’, and then ‘Shrink’ to insert the trackable URL into the message.

When sending your next holiday campaign tweet, simply select the Preset you just created to save time.

Now you’re ready to track the success of your campaign in Google Analytics!