Good Analytics = Better ROI 📈

But Your Analytics Are Only as Good as Your UTMS

 

 

Don’t Underestimate UTMs

 

Many digital marketers treat UTMs as an afterthought; don’t make the same critical mistake.

Short for Urchin Tracking Module parameters, UTMs have been around forever. In fact, Google Analytics was once called Urchin around 2005. Remember that? Me neither.

UTMs are still around for good reason: They’re incredibly valuable for Facebook ad tracking. Don’t believe me? Here’s what happens when you don’t use UTMs:

 

No UTMs ➡️ Unreliable Analytics ➡️ Bad Decision-Making ➡️ Negative ROI 😭

 

In short, UTMs are key to improving the ROI of your Facebook campaigns.

 

UTM Management Typically Takes a Lot of Work

 

Though UTMs are important, the process for creating, managing, and implementing them hasn’t changed much over the years. And, built-in features for creating UTMs are usually limited in capability.

For instance, you’ll encounter the following issues when using the Facebook “Build a URL Parameter” feature:

 

  1. You’ll have to manually create UTMs for each ad with no way to control naming conventions across accounts.
  2. Dynamic name-based values do not reflect name changes after the campaign is published.
  3. Creating and implementing custom Facebook UTMs is time-consuming ⌛.

 

The process for managing UTMs may still feel old-school, but it does not diminish their importance. Remember:

 

Accurate UTMs ➡️ Clean Analytics ➡️ Better Decision-Making ➡️ Increased ROI 💰

 

In short, UTMs are key to improving the ROI of your Facebook campaigns.

 

UTMs Are Here to Stay

 

UTMS aren’t just essential for Google Analytics; they’re vital for any third-party analytics platform you use for reporting. This could be:

 

  • Product-level analytics (e.g., Amplitude, Heap, or Mixpanel)
  • e-Commerce product/customer lifetime reporting (e.g., Shopify, Glew, or Wicked Reports)
  • Lead generation campaigns and lead source tracking (e.g., Pipedrive, Hubspot, or Salesforce)
  • Analysis tools (e.g., DataStudio, Microsoft Power BI, or Tableau)

 

There’s really no way around it — You need detailed UTMs to accurately track Facebook ad performance so you can improve your ROI, regardless of your preferred analytics platform. UTMs aren’t going anywhere anytime soon.

 

Don’t Rely on Facebook to Improve Your ROI

 

Facebook now boasts 9 million active advertisers. So there’s a good chance you’re using Facebook ads to grow sales or leads. Hopefully, you’re also using UTMs to improve your profit.

The default Facebook campaign URL builder suffers from several flaws:

 

No Automation: You’ll end up spending hours managing UTMs instead of analyzing how you can make ROI-positive decisions.

Limited Dynamic Fields: Every organization has its own combination of custom and dynamic values to track for their specific analytical purposes. But Facebook offers limited support.

Inaccurate Dynamic Name-Based Values: Dynamic name-based values use the name-value defined at the time your campaign is published. Any post-publishing modification of campaign, ad set, or ad name will not be reflected in your UTMs.

Facebook’s UTM Encoding Method Doesn’t Mesh Well With Third-Party Analytics: By default, Facebook encodes spaces using a “+” symbol instead of the typical “%20” value. This means you have to clean your campaign data before integrating it into your third-party analytics platform.

 

Despite all of these problems, you may be thinking, “I don’t need UTM parameters, so I can rely on the Facebook Ads Manager for reporting.” But the harsh truth is that the Facebook Ads Manager will fail you when it comes to reporting. Here’s why:

 

Limited Conversion Data: With the iOS 14 privacy update you can expect to see a 20 to 40% reduction in reported conversions. To make matters worse, Facebook Ads is limited to 8 conversion events for each Facebook pixel and can delay reporting by up to 3 days.

Limited Feedback Loop: Facebook cannot give you lifetime value or lead-to-customer conversion rates/values.

 

A Better Way to Improve Your Facebook Ad ROI

 

If you’ve gotten this far, then you know two things:

 

  • No UTMS = bad analytics.
  • You can’t trust Facebook Ads Manager.

 

Fortunately, there is a proven way to efficiently create and scale accurate UTMs for tracking Facebook ads across Google Analytics and third-party platforms: EasyAutoTagging!

 

This tool has already saved Facebook marketers over 20,000 hours they would have had to spend creating UTMs.

 

Here’s what you get when you upgrade your UTM workflow with EasyAutoTagging:

 

Automation: Don’t run ads without UTMs because someone forgot to update the tracking field 🤯! EasyAutoTagging automatically detects new ads and assigns UTM parameters to their tracking fields.

Accuracy: Say goodbye to random naming conventions 👋 and say hello to superior insights and a more profitable ROI 📈. Clean analytics depend on consistent UTMs. Define UTM profiles on the account level and control tagging consistency all in one place.

Flexibility: Every use case is unique. That’s why EasyAutoTagging adapts to your analytical needs 📊. There are no account or UTM profile limits, and you can create any combination of UTM parameter definitions using standard, custom, and dynamic fields.

Dynamic Name-Based Values: Want data accuracy that ensures your UTMS don’t get left behind? No need to worry — EasyAutoTagging has got you covered 👌. With our tracking capabilities, you can use up-to-date dynamic name-based values to correctly capture the right information at the right time.

 

What are you waiting for? Get better analytics 📈 and make more profitable 💰 decisions today.

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