“When performance is measured, performance improves. When performance is measured and reported back, the rate of improvement accelerates.” – Pearson’s Law
Over the last decade, marketing has gone from an art to a science. Today, it’s critical for marketers to continuously analyze campaign results to understand what’s working and where there’s room for improvement. By making small tweaks based on campaign data, marketers can dramatically affect the revenue being driven by their campaigns.
In fact, the highest producing hotel marketers are dedicated to understanding the activity their campaigns produce and leveraging that data to optimize future campaign strategy and content. This data helps them not only know their guests better, but also align campaigns based on those insights.
When it comes to understanding website activity and campaign performance across channels, Google Analytics is typically the source of truth. While it’s an incredibly powerful solution, there is a lot of grunt work involved in getting Google Analytics set up to report accurately.
Introducing Auto UTM Tagging
Luckily, Revinate is in the business of making life easier for hotel marketers. We recently released a new feature in Revinate Marketing – – Auto UTM Tagging – – to remove some of the drudgery involved. By automatically adding UTMs to your email campaigns, you can easily see how the clicks from your individual email campaigns drive site activity and convert to bookings in Google Analytics, without having to manually create your own UTM links.
If you’re not familiar with UTM links, here’s a quick primer:
What is UTM?
UTM, or Urchin Tracking Module, is a snippet of code attached to the end of a URL. Its purpose is to enable you to track the activity of guests who navigate your website. You can then leverage that data to understand the effectiveness of campaign messaging, offers and more. UTM codes include parameters, including traffic source, a medium, a campaign name, and content.
- Source: For emails, source refers to the specific email that was sent so that you can identify the traffic it drove
- Medium: Marketers can think of medium as a channel. Common mediums include email, social, organic and paid.
- Campaign: Campaign refers to the specific campaign or offer that you’re running. Your campaign might be called holiday 2022, kids stay free, ski week, etc.
- Content: This is an optional field but, if you have multiple links in the same email, you can use this value to differentiate each link.
At the highest level, UTMs allow you to drill down on how each element of a marketing program contributes to revenue. By leveraging UTM tracking codes in your email campaigns, you’ll be able to view the campaign stats in your Google Analytics account.
Revinate Makes UTM Management Easy
For many marketers, the worst part of campaign creation is manually setting up UTM codes for every link you want to track. Not only is the process tedious and time consuming, but manually creating UTMs can introduce human error, which ultimately leads to faulty campaign reporting.
Now, Revinate customers can skip all the manual work and simply toggle on auto-UTM links with the click of a button. With auto-UTM links enabled, Revinate automatically generates and auto-appends parameters to the link of the campaign, tracking traffic generated from each email campaign.
Looking for more ways to save time in your marketing efforts? Revinate Marketing is the easiest solution for keeping your guest data clean, segmenting your guest database, creating great looking email campaigns, and automating your marketing efforts.