Question

Hey guys, This is not a Google ads question. *ADMINS PLEASE DELETE THIS POST IF NOT ALLOWED. * My question is about UTM tracking. How does UTM works exactly? We are using UTM with cold ads and retargeting ads. Suppose someone opts-In via cold ad, but converts via retargeting ad, then the purchase would obviously get attributed to the retargeting campaign. Hence, we are not getting any purchases attributed to the cold ads till some one directly buys at the same time. What if we use UTM with just cold ads? How would we know if someone bought the product via retargeting ads? We have 4 ways getting us purchases, YouTube ads, Instagram ads and DM, email marketing, Facebook ads. If we use UTM with all these ways, then the Data would be obviously incorrect. As a single person might get hit with 2-3 different UTM sources and then the last click will decide the purchase attribution whereas we want to see the attribution for the first click. What are your thoughts? Thanks!  

Answer 1

UTM’s are used as a way to tell which component of a particular channel performed for you. For example UTM allows you to tell which particular ad in Facebook had an effect when you view these results through a central function like Google Analytics. In terms of your attribution question it’s a matter of preference. If you have last click attraibution set in google analytics as the default choice then it will report on just that! However if you change the attribution to first click you will then see different results which will reflect your query about first and retargeting ad

Comments

@faithless Thanks! :) Do you mean that we can make changes in the GA regardless where we are using the UTM or what data we want to track?  

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@artel826 you can change the attribution in GA yes

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@faithless Thanks :)