What on earth is a tracking URL?
A tracking URL, put simply (thanks to Google) is when you’re directing traffic to a landing page from anywhere other than a call-to-action. It’s most commonly used with paid advertising campaigns such as PPC (pay-per-click) of banner ads. You can also use it for an email campaign.
What are some of the benefits?
Tracking URL is primarily used to measure the conversion rates from visitors to customers and where clicks originate from. It will help you gain tremendous inside about your marketing campaign. The data retrieved will provide stats along the lines of the number of page visits to a site, bounce rate, demographics and much more.
We live in a world of data. Data reigns supreme. Use this data to gauge whether or not your marketing efforts are paying off and whether your digital marketing strategy is in need of a rehaul.
How do you create one?
How do you recognize the difference between a normal URL and a tracking URL? Let me use this example from HubSpot to help clarify.
- Normal URL: http://www.hubspot.com/inbound-marketing-assessment-product/
- Tracking URL: http://www.hubspot.com/inbound-marketing-assessment-product/?utm_campaign=Lead%20Nurturing&utm_source=Fall%20Sales%20Campaign
The area that is bolded is referred to as ‘token’. A token URL simply helps to engage when you end user is engaging. Click on the link above to follow an in-depth guide as to how you can create and implement a tracking URL into your campaign. Don’t you just love HubSpot?
If you aren’t operating on HubSpot, don’t worry. You can build a tracking URL through Google’s free URL builder. You’re welcome.
Why you need a tracking URL.
Well, if you haven’t already figured it helps, it helps to aggregate data so you and your company can figure out what digital marketing strategy is working best. If you aren’t doing this, you’re not likely to improve your conversion rates.
However, there is a downfall to including such long and bulky URL’s onto each and every post you make. Especially if you want to share it. There are a few services out there that will help hide the token url and make it appear cleaner. I suggest using bit.ly or the Google URL shortener.
Digital marketing is all about data. In digital marketing is all about understanding the relationship between emotion and technology. Implanting a tracking URL strategy will offer insight as to how you can leverage your data to optimize this relationship of emotion and technology.
See what’s working for you, and what isn’t. Implement a few different strategies, use some tracking URLs and find out what works best for your company and your customers.
If you don’t want to see what’s working for you, don’t worry. We can do it. It’s actually what we do best. Give us a call and we can do all the heavy lifting