Not all Traffic is Created Equally: Measuring the Importance of Traffic Sources & Setting UTMs
There’s no shortage of ways in which you can generate traffic towards a website, and the list seems to be growing on a daily basis. For every new traffic generation method, there are thousands of fresh sources of traffic for businesses to tap into. Plenty of people find themselves so caught up in focusing on new ways of generating traffic that they never get a chance to investigate their actual traffic sources. This can make for a significant mistake because a close look at traffic sources never fails to throw up a wide range of insights. One of the most significant tools when it comes to providing traffic insights are known as UTMs. The name is an anagram of Urchin Tracking Modules, which may not clarify the job they do on the face of things but UTMs are capable of providing a wealth of information to Google Analytics. But how can you quantify the role that traffic sources and UTMs could play for your client’s business? Can such traffic insights help to shape the entirety of client marketing campaigns? Let’s take a deeper look at the value behind measuring your traffic sources and setting UTMs for websites: Learning From Data The most reliable way of getting to know traffic data and its underlying analytics is through an appropriate website tracking platform. It’s only through a credible analytics platform that you can see accurate insights regarding traffic sources, keyword volumes, the number of pages viewed by visitors and the countries that bring the highest levels of traffic. These aspects of data are imperative when it comes to crafting the types of SEO campaigns that really strike a chord with customers and brings them valuable on-site experiences. Most importantly, analytics help you to determine your conversion rates and better understand customers’ respective journeys in order to better optimize your processes. This way, it’s much easier to identify the drawbacks that prevent visitors from taking the desired actions on your clients’ websites. Today, solid marketing is formed of actionable data and the preferences expressed by customers. Platforms like Google Analytics helps to provide businesses with a wealth of actionable data to analyze website performance and how it’s used among visitors in order to provide insights, grow traffic, and in turn improve visitor experience. The range of metrics available on Google Analytics is one of the best cost efficient resources available website owners. Other platforms like Finteza and SEMrush are excellent in offering up intuitive levels of data alongside easy-to-follow visualizations and actionable analysis. Understanding Your Customers Website traffic provides invaluable insights into what your visitors do on webpages, as well as what they’re looking for and what actually caused them to convert. Being aware of what people are typically looking for will pay dividends in helping your client’s business to improve its services and products online. With customer insights, you can construct buyer profiles for your potential customers and define your target personas by a range of metrics like age, geographical location, estimated salary, and personal interests. With the right analytics platform, it’s possible to determine the location of most visitors online. Location demographics provide website owners with a list of countries that bring in more visitors. This acts as an excellent prompt in showing you exactly where and who to target in your marketing campaigns in order to fully tap into the most receptive traffic streams. Acting On Your Errors Tracking traffic also helps to identify potential on-site errors in your pages, » Read More
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