anyone know of a good resource to learn about utm tracking? long term brand / content person trying to learn basics of the more technical side of marketing 😄

#following 😅

utm tracking is going to become obsolete very soon. attribution like we used to is become harder by the day. anyways, most utms fall under 5 buckets: • source: where the traffic originates (eg google, linkedin, reddit etc.) • medium: how the traffic flows to you (eg paid, referral, affiliate etc.) • campaign: which campaign can you attribute this traffic to (eg: a newsletter, an ad, a co-promotion etc.) • content: what the audience clicked on to reach your site (eg: an ad copy, an email copy) • term (for ad platforms only): what term the audience searched for or which segment they belonged to (eg: a particular keyword or an audience group you created) when you analyse you would treat these utms as columns in your performance data and apply pivot to see the different "cuts" of data to see which cut has the most significant correlation with performance. For example, you can "cut" your performance data and calculate the conversion rates by ad copy and see which adcopies gave the best conversion rates. You can also see the combinations which worked the best. Adcopy + Geo Medium + term Source + campaign you name it :)

you missed my personal favourite (channel groups) 😄

Oh wow. This is helpful. Thanks @Aniruddh Jain You say utm tracking is going to become obsolete. What will follow or replace it you think?

@Muru media mix modeling