Back in August, I touched briefly on the fact that the new Bit.ly shortened URLs that I am rolling out contain “campaign parameters”. Of the five types of marketing campaign parameters commonly in use, I am using UTM parameters for best integration with Google Analytics. Web marketing agency KWSM recently published a blog post, “What is a UTM?“, which does a nice job of explaining UTM.
I wish I had understood the importance of using UTM parameters when linking to content when I first started the Harvey Mercheum website. To put it simply, adding UTM parameters allows you to know where your website traffic comes from. Without UTM parameters, traffic may be listed as “Direct” in Google Analytics that should not be. And once the data is collected, there is no way to go back and fix it.
Christopher S. Penn recently posted a video discussing this problem, and I learned a lot from watching it. If you are interested in this topic, I highly recommend it: