As a marketer, it’s really important to understand your website’s social referrals. With differing figures between social media platforms and some ambiguity in Google Analytics, it’s time to implement something that tracks social traffic accurately, the specific post or campaign it came from, and what the user did when they got to the site.
Google Analytics can interpret codes in the form of UTM tracking. UTM codes are a sequence of variables that can be added to incoming URLs which are understood by GA and can be reported on within the GA dashboard. This allows us to track multiple links on different platforms and channels and compare performance easily.