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How do you know which tweets actually get people to take action? How do you make sure you\u2019re accurately tracking the success of your Twitter campaigns?<\/p>\n\n\nHow do you know which tweets actually get people to take action? How do you make sure you\u2019re accurately tracking the success of your Twitter campaigns?<\/p>\n\n\n
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While it\u2019s quite easy to track clicks and see how much traffic and conversions you\u2019re getting from Twitter, web analytics are actually quite limited when it comes to social media. But there is a solution to help you test, optimize and improve your Twitter marketing\u2026leveraging UTM tracking links.<\/p>\n\n\n\n
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In this blog post, I\u2019m going to show you how to leverage UTM tracking links to grow your Twitter.<\/p>\n\n\n
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The What, Why\u2019s and How\u2019s of UTM Tracking Links<\/strong><\/p>\n\n\n\n If you\u2019re not familiar with UTM links, they are formed of the link you want to track + so-called UTM parameters, which are basically short snippets of code that allow you to track your links in much more detail than normal.<\/p>\n\n\n\n A UTM link looks something like this: <\/p>\n\n\n\n “https:\/\/www.lilachbullock.com\/?utm_source=twitter&utm_medium=social&utm_campaign=sale”<\/em><\/p>\n\n\n\n As you can see above, the parameters are clearly identifiable in the link:<\/p>\n\n\n\n These are the 3 main types of parameters \u2013 the most commonly used ones \u2013 although some tools allow you to add custom parameters to your links.<\/p>\n\n\n\n That said, these 3 (source, medium, and campaign) are more than enough to tell you what you need to know about your Twitter traffic, conversions and engagement.<\/p>\n\n\n\n The reason why you should leverage UTM tracking links on Twitter is that they are much more accurate than normal Twitter and web analytics combined.<\/p>\n\n\n\n To give you a better idea of how you can leverage UTM tracking links, here are some examples of what they can tell you:<\/p>\n\n\n\n As to how to create UTM tracking links, it\u2019s very, very easy; all you need is a tool to help. <\/p>\n\n\n\n For one, there\u2019s the Google CampaignURL Builder<\/a>, which was primarily created for ads (although you can create links for anything you need):<\/p>\n\n\n\n It\u2019s very straightforward: just add the UTMs you want and your link will be automatically generated so that you can copy and paste it where needed. As you can see above, there are a couple extra UTM options (campaign term and campaign content) which are normally used to better track Adwords ads.<\/p>\n\n\n\n Another option is to use a social media tool with built-in UTM features: Agorapulse<\/a> or the SEMRush Social Media Poster<\/a>. Both are social media tools \u2013 the first, asocial media management tool and the latter, a social media posting and scheduling tool. Here\u2019s how they work.<\/p>\n\n\n\n Agorapulse lets you turn on UTM tracking whenever you add a link to one of your social media updates: <\/p>\n\n\n\n The 3 most used UTM parameters are already there so you just have to add the values you want for the parameters you want to use.<\/p>\n\n\n\n Or, if you want to change things up, you can also add custom UTM parameters. Another cool feature here is that you can change the UTM parameter type from \u201ctext\u201d to \u201cdynamic\u201d; what this means is that you can automatically change your UTM links depending on where they\u2019re used (either by social network or by social profile). So, for example, if you\u2019re sharing the same link on various Twitter profiles, you can turn on the dynamic option so you don\u2019t have to manually enter the parameters for each separate link or account.<\/p>\n\n\n\n![\"\"](\"https:\/\/clicktotweet.com\/blog\/wp-content\/uploads\/2018\/12\/campaign-url-builder.png\")
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