2. Use a tool to create the URL
UTM-tagged URLs can be cumbersome. Instead of trying to type them out longhand, use a tool like this to help you. This ensures you are thinking through adding all sensible parameters to the URL, and you get the URL to copy-paste right out of it. To manage social links, tools like Hootsuite include the option to add custom URL parameters to all of your links.
3. Make sure you are case sensitive in the parameter values
It is important to remember that the tag utm\_source=adwords is a different tag than utm\_source=Adwords. Consider making everything lower-case.
4. Store the UTM parameter values in your database
Each time a transaction or event happens, you want to evaluate the performance of your marketing activities. You can do this by reading the values of the UTM parameter values from the Google Analytics cookie into your database.
5. Think about how you name campaigns
In order to track how your marketing efforts are improving over time, you will need to be smart about your naming conventions. Keep it simple and minimize as much as possible. Complicated naming systems are harder to maintain.
Once you are capturing this data in your database, you can evaluate the performance of your marketing and advertising by more sophisticated analysis including Customer Lifetime Value, Repeat Purchase Rates, and Average Order Value.
