– The author had previously taken organized UTMs for granted but realized the importance of optimizing their structure.
– UTMs without a scalable structure are common in every ad account the author has seen.
– The author’s UTM structure correlates everything to a product or collection with versioning for ad copy, creative, and landing pages.Implement a structured UTM system for ad accounts to improve organization and tracking.I took organized UTMs for granted. It’s an area I hadn’t really dug into in a number of years before taking 6 months last year to optimize a structure moving forward with them. Here’s exactly how we do it. UTMs that lack a scalable structure are something that I come across in every ad account I’ve seen. Every single one of them. UTMs are tough; there are no rules. They let you do whatever you want, which is a big double-edged sword. Just because you can, doesn’t mean you should. This is our UTM structure where everything is correlated to a product or collection with versioning for ad copy, creative, and landing pages. “tcamp101_aud1_ac101_c101_lp101” “t” stands for “top of funnel,” “camp” stands for campaign, then “101” really is “1” with “01” where “1” stands for the product or category and “01” is the version of the campaign. “aud” is the audience, “ac” is the ad copy where “101” is the same as above, product then version, “c” is the creative where “101” is the same as above, product then version, and “lp” is the landing pages where “101” is the same as above, product then the version. This shift took us a few months to get right, but once we did, there was no going back. Everything is organized, everything is easy to follow, and everything has a corresponding key that goes along with it. Remember, if you’re paying someone to get that ad account organized, what do your UTMs look like? #ecommerce #strategy #marketinghttps://www.linkedin.com/in/jivanco