Ngaba iiParameters ze-UTM kwi-imeyile zisebenza njani kunye namaPhulo oHlalutyi kaGoogle?

Amaphulo oHlalutyo lukaGoogle-Ikhonkco le-imeyile Cofa ukulandelela i-UTM

Senza ufuduko kunye nokuphunyezwa kweeprojekthi zababoneleli ngenkonzo ye-imeyile kubaxumi bethu. Ngelixa ingasoloko ichazwa kwiingxelo zomsebenzi, iqhinga elinye esihlala silisebenzisa kukuqinisekisa ukuba naluphi na unxibelelwano lwe-imeyile lukhona. ithegi ngokuzenzekelayo ngeeparamitha ze-UTM ukuze iinkampani zikwazi ukujonga ifuthe lentengiso ye-imeyile kunye nonxibelelwano kwitrafikhi yesayithi yazo iyonke. Yinkcukacha ebalulekileyo ehlala ingahoywa… kodwa akufunekanga ibe njalo.

Ziziphi iiParamitha ze-UTM?

UTM imele i Imodyuli yokuKhangela kwi-Urchin. Iiparamitha ze-UTM (ngamanye amaxesha zaziwa njengeekhowudi ze-UTM) ziziqwengana zedatha kwigama / ixabiso lesibini elinokufakwa ekupheleni kwe-URL yokulandelela ulwazi malunga neendwendwe ezifika kwiwebhusayithi yakho ngaphakathi kweGoogle Analytics. Inkampani yokuqala kunye neqonga lohlalutyo lathiywa ngokuba yi-Urchin, ke igama lahlala libambekile.

Ukulandelelwa kwephulo kwakhiwe kuqala ukuze kuthathwe iintengiso kunye nezinye izithuthi ezithunyelwayo ezivela kumaphulo ahlawulweyo kwiiwebhusayithi. Ngokuhamba kwexesha, nangona kunjalo, isixhobo siye saba luncedo kwintengiso ye-imeyile kunye nokuthengisa kwimidiya yoluntu. Ngapha koko, iinkampani ezininzi ngoku zisebenzisa umkhondo womkhankaso ngaphakathi kwendawo yazo ukulinganisa ukusebenza komxholo kunye nokufowunela-esenzweni ngokunjalo! Sihlala sicebisa kubathengi ukuba babandakanye iiparamitha ze-UTM kwiindawo zobhaliso ezifihliweyo, kwakhona, ukuze ulawulo lobudlelwane babathengi babo (CRM) inomthombo wedatha yezikhokelo ezintsha okanye abafowunelwa.

The Iiparamitha ze-UTM zezi:

  • umkhankaso we-utm_ (Okudingekayo)
  • utm_umthombo (Okudingekayo)
  • utm_phakathi (Okudingekayo)
  • utm_term (Ozikhethelayo) 
  • utm_omxholo (Ozikhethelayo)

I-UTM Parameters yinxalenye yoluhlu lwemibuzo ehlonyelwe kwidilesi yewebhu yendawo ekuyiwa kuyo (URL). Umzekelo we-URL ene-UTM Parameters ngulo:

https://martech.zone?utm_campaign=My%20campaign
&utm_source=My%20email%20service%20provider
&utm_medium=Email&utm_term=Buy%20now&utm_content=Button

Ke, nantsi indlela le URL ikhethekileyo yophuka ngayo:

  • URL: https://martech.zone
  • Querystring (yonke into emva kwe?):
    utm_campaign=Iphulo lam%20
    &utm_source=My%20email%20service%20provider
    &utm_medium=I-imeyile&utm_term=Thenga%20now&utm_content=Iqhosha
    • Izibini zeGama/Ixabiso ziyacalula ngolu hlobo lulandelayo
      • utm_campaign=Iphulo lam%20
      • utm_source=My%20email%20service%20provider
      • utm_medium=I-imeyile
      • utm_term=Thenga%20ngoku
      • utm_content=Iqhosha

Uluhlu lwemibuzo lu Ikhowudi ye-URL kuba iindawo azisebenzi kakuhle kwezinye iimeko. Ngamanye amazwi, i-%20 kwixabiso sisithuba. Ke elona datha lifakiweyo kuGoogle Analytics yile:

  • Iphulo: Iphulo lam
  • umthombo: Umboneleli wam wesevisi ye-imeyile
  • Phakathi: email
  • Ixesha: Thenga ngoku
  • Okuqukethwe: iqhosha

Xa uvumela ukulandelwa kwekhonkco elizenzekelayo kuninzi lwamaqonga entengiso ye-imeyile, iphulo lihlala ligama lephulo olisebenzisayo ukuseta iphulo, umthombo uhlala ungumnikezeli wenkonzo ye-imeyile, i-medium imiselwe kwi-imeyile, kunye nexesha kunye nomxholo. zisetwa ngokwesiqhelo kwinqanaba lekhonkco (ukuba kunjalo). Ngamanye amagama, akunyanzelekanga ukuba wenze nantoni na ukuze wenze ngokwezifiso ezi kwiqonga lenkonzo ye-imeyile enokulandelela kwe-UTM ngokuzenzekelayo.

Ngaba iiparamitha ze-UTM zisebenza njani nge-imeyile yokuthengisa?

Masenze ibali lomsebenzisi kwaye sixoxe ukuba oku kuya kusebenza njani.

  1. Iphulo le-imeyile liqalwa yinkampani yakho ngoQhagamshelwano lokuTrack olusebenza ngokuzenzekelayo.
  2. Umboneleli wenkonzo ye-imeyile uhlomela ngokuzenzekelayo iiparamitha ze-UTM kuluhlu lwemibuzo kwikhonkco ngalinye eliphumayo kwi-imeyile.
  3. Umboneleli wenkonzo ye-imeyile emva koko uhlaziya ikhonkco ngalinye eliphumayo ngocofa ilinki yokulandela umkhondo eya kudlulisela kwindawo ekuyiwa kuyo i-URL kunye nomtya wemibuzo ngeeparamitha ze-UTM. Yiyo loo nto, ukuba ujonga ikhonkco ngaphakathi komzimba we-imeyile ethunyelwe… awuyiboni i-URL yendawo ekuyiwa kuyo.

QAPHELA: Ukuba ukhe wafuna ukuvavanya ukubona ukuba i-URL iphinda iqondiswe njani, ungasebenzisa umvavanyi we-URL njenge Uyaphi.

  1. Umbhalisi uvula i-imeyile kwaye i-pixel yokulandelela ibamba umcimbi ovulekileyo we-imeyile. QAPHELA: Imisitho evuliweyo iyaqala ukuvalwa zezinye izicelo ze-imeyile.
  2. Umrhumi ucofa kwikhonkco.
  3. Isiganeko soqhagamshelo sibanjwa ngokucofa ngumboneleli wenkonzo ye-imeyile, emva koko uqondiswe kwakhona kwi-URL yendawo eneparameters ze-UTM ezihlonyelwe.
  4. Umbhalisi uhlala kwiwebhusayithi yenkampani yakho kunye neskripthi seGoogle Analytics esebenza kwiphepha lithatha ngokuzenzekelayo iiparamitha ze-UTM zeseshoni yobhalisi, uyithumele ngokuthe ngqo kwiGoogle Analytics ngepikseli yokulandelela eguquguqukayo apho yonke idatha ithunyelwa khona, kwaye igcina idatha efanelekileyo. ngaphakathi kwe-Cookie kwibhrawuza yomrhumi kwiimbuyekezo ezilandelayo.
  5. Loo datha iqokelelwe kwaye igcinwe kwi-Google Analytics ukwenzela ukuba ixelwe kwiCandelo leMikhankaso ye-Google analytics. Yiya kwi-Acquisition> Amaphulo> Onke amaPhulo ukubona iphulo lakho ngalinye kwaye unike ingxelo ngephulo, umthombo, ixesha eliphakathi, ixesha kunye nomxholo.

Nanku umzobo wendlela amakhonkco e-imeyile afakwe ngayo kwi-UTM kwaye afakwe kwi-Google Analytics

Ukulandelela i-UTM yokulandelela kwi-imeyile kunye nePhulo le-Google Analytics

Yintoni endiyivumelayo kwi-Google Analytics ukuze ndibambe iiParamitha ze-UTM?

Iindaba ezimnandi, awunyanzelekanga ukuba wenze nantoni na kwiGoogle Analtics ukubamba iiParamitha ze-UTM. Yenziwa ukuba isebenze nje ukuba iithegi ze-Google Analytics zibekwe kwindawo yakho!

Iingxelo ze-imeyile zoHlalutyo lwe-imeyile

Ndiyenza njani iNgxelo ngoguqulo kunye neminye iMisebenzi eSebenzisa iDatha yePhulo?

Le datha ifakwe ngokuzenzekelayo kwiseshoni, ngoko ke nawuphi na omnye umsebenzi owenziwa ngumrhumi kwiwebhusayithi yakho emva kokufika apho kunye neeparitha ze-UTM zihambelana. Unokulinganisa ukuguqulwa, ukuziphatha, ukuhamba komsebenzisi, iinjongo, okanye nayiphi na enye ingxelo kwaye uyihluze nge-imeyile yakho yeeparamitha ze-UTM!

Ngaba ikho indlela yokubamba ukuba ngubani umrhumi okwindawo yam?

Kunokwenzeka ukuba udibanise iinguqu ezongezelelweyo ze-querystring ngaphandle kweeparamitha ze-UTM apho unokubamba khona i-ID yomrhumo ongacacanga ukuze utyhale kwaye utsale umsebenzi wabo wewebhu phakathi kweenkqubo. Ke… ewe, iyenzeka kodwa ifuna umsebenzi omninzi. Enye indlela kukutyala imali UGoogle Analytics 360, nto leyo ekwenza ukuba ufake isazisi esisodwa kumtyeleli ngamnye. Ukuba usebenzisa iSalesforce, umzekelo, ungafaka iSazisi yeSalesforce ngalo lonke iphulo kwaye emva koko utyhale umsebenzi ubuyele kwiSalesforce!

Ukuba unomdla wokuphumeza isisombululo esifana nesi okanye ufuna uncedo ngokulandelela i-UTM kumnikezeli wakho wenkonzo ye-imeyile okanye ujonge ukudibanisa loo msebenzi ubuyele kwenye inkqubo, zive ukhululekile ukuqhagamshelana nefemu yam... Highbridge.