HOW TO INTERPRET UTM CODE DATA
Remember, UTM codes don’t track post-impression data like some of your other media platforms. This means your Google Analytics data might not match perfectly back to other reports you may be looking at. So knowing how to interpret the data generated from UTM codes is important.
For example, a media-buying platform will usually count two types of conversions: conversions that happened immediately following an ad click (post-click) and conversions that happened later on after only viewing an ad (post-impression). Google Analytics tracks the former (post-click), which means your conversions may look inconsistent between the two platforms due to differences in tracking and counting methodology.
You may also see discrepancies in clicks due to page-load timings – if a user backs out of page before all separate media, serving and analytics platforms have the opportunity to count the click, it may result in the first-served platforms counting the clicks and the last-served platforms missing out.
Cookie blockers, setup mistakes, last-click attribution methodologies, and other errors can also impact how different systems interpret whether or not an action took place. You need to understand what each platform can and can’t track to justify any gaps between reports.
We’re here to help you make sense of all the data and maximize your insights to improve your marketing strategy. Let us help break it down so you can move from a state of analysis paralysis to a position of modern marketing bliss.