Sticking with LinkedIn, a typical tweet designed to drive traffic to a client’s page on their latest product would include this link:
When the link is clicked, Google Analytics will report that as social traffic and further show it came from LinkedIn. That is ideal for reporting to the client as to how well LinkedIn (and the content we create) is performing, but we can do better.
The social acquisition report will lump all traffic from LinkedIn under one line. A single overall number of visits, unique visits and new vs returning visitors. It will provide only an overall bounce rate, session time, etc.
We want to be able to tailor exactly which posts are driving traffic, which ones are driving the most effective traffic, and determine WHY.
UTM codes append a custom string of data to each link shared. This data allows us to pinpoint the specifics as to the traffic source and the additional data we want.
The link when shared now looks like this:
(Yes, it is longer. Part of the process in creating these links requires they be shortened. We’ll get there below in discussing HOW to create them)