As you build the amount of traffic you are driving to your website then it is important to be able to compare campaigns to figure out what is working.
The way to do this is to start using tracking parameters in the links you use to your site. These are codes that you add to the end of each link to tell Google Analytics where the visit has come from. The most basic of these are:
Once you start to use these parameters you'll be able to tailor your reporting to look at specific channels / campaigns, and compare them against each other. The most basic form of this can be found under Acquisition > All Traffic > Source / Medium. You can also add the parameters as 'advanced' filters on many reports or use them to build a segment.
Complete consistency in the parameter information format you use is the most important thing to remember. In fact, it is best to think these out before you start so that you'll be able to report using the same parameters over time.
Ask yourself these questions and then base the tracking you use on it:
You should only have a few sources, a handful of mediums and many more campaigns. Here are some examples:
If you are new to using Google Analytics tracking parameters then their URL builder is a really helpful tool to ensure you’re adding the parameters correctly. You can find this here: https://ga-dev-tools.appspot.com/campaign-url-builder/
And with that I'll sign off with a fun (?!) fact; UTM stands for Urchin Tracking Module, a legacy from the platform Google Analytics is built from; Urchin WebAnalytics Software.
*Please comment or message me with any questions or feedback. Thanks!*
The question I get asked the most by small businesses using Instagram is how to use hashtags correctly. It is one of the most important things to grow your reach, but like anything in digital marketing, the answer is constantly evolving (pesky algorithms).
However, there are some simple guidelines to follow:
And here are my top tips for making your hashtagging life a little easier:
As I said at the beginning, as Instagram's algorithm is constantly evolving, you do need to regularly run a hygiene check on your hashtags. Not the most fun of tasks, but easy to do in front of the box on a Monday night!
If you have any golden rules that you would like to add, any hashtag tips or any questions, please do leave a comment.
You may or may not have heard the term 'GDPR' banded about recently. This effects your business if you hold any personal data what-so-ever. I can't think of many, if any, businesses that don't!
GDPR stands for 'General Data Protection Regulation' and it is a new set of data protection rules that are being implemented across Europe from 25th May 2018. That's just over 8 weeks from when I am writing this (in other words, very soon!).
From a consumer's point of view it is a great initiative as data protection is so vitally important. Currently in the UK we are far behind many other countries as we haven't updated our data protection laws in 20 years. The new 'Data Protection Bill' is the UK's iteration of GDPR and looks set to stand strong after Brexit.
From a business point of view this could prove a real headache, but there is no way around it. Here are the basic headlines:
There will be fines for anyone who doesn't comply so it's definitely time to make sure you are up-to-date and ready for the changes,
Here are some resources that go into more detail:
The ICO 12 step guide to compliance.
The ICO's full guide to GDPR.
Wired's brilliant summary of the changes.
The CIM's webinar on the changes and how this effects marketers.
If you come across any great articles, have any tips or any questions please do comment and let me / other readers know. Thanks!
Here are some tips and tricks for marketing your business effectively.