Marketing 101: Tracking Marketing Campaigns the Right Way with UTMs
Learn how UTM parameters help track Facebook and Google ads, measure channel performance, improve remarketing, and reduce wasted ad spend.
Are your social media ads actually working?
It’s a question most marketers ask themselves often. Measuring the success of Facebook or Google ads isn’t always straightforward. You might run campaigns across Google, Facebook, and email for a week and later realize you can’t clearly tell which channel brought in which traffic. When that happens, it becomes impossible to learn from the campaign and improve the next one.
This is why tracking the customer journey properly is so important. And this is where UTM parameters become extremely useful.
Measuring Campaign Performance
UTM parameters help define where your traffic is coming from and where it’s going. They tag links with details such as the source (Facebook, Instagram, Google Ads, etc.) and the campaign name. Once set up correctly, marketers can see the full customer journey from click to conversion.
With this clarity, you can confidently use metrics like Return on Ad Spend (ROAS), Customer Acquisition Cost (CAC), and Click-Through Rate (CTR) to decide how to allocate budgets across channels.
Auditing Traffic from Different Ad Channels
UTM parameters also help verify whether ad traffic is reaching the correct landing pages. By comparing ad clicks with session data in Google Analytics, marketers can quickly spot issues.
If there’s a big difference between clicks reported by an ad platform and sessions shown in Analytics, it could mean:
The landing page link is broken
Users are landing on a 404 page
UTM parameters are set up incorrectly
Identifying these problems early helps prevent wasted ad spend.
Improving Remarketing Efforts
Since funnel performance can be tracked by channel, remarketing becomes much easier. For example, if users coming from Facebook abandon their carts more often, you can retarget them using Facebook Dynamic Ads.
If many users drop off during checkout, adding social login options can reduce friction and improve conversions.
Reducing Wasted Ad Spend
Correctly configured UTM parameters don’t just help with reporting. They help marketers make faster decisions about when to pause, adjust, or change messaging during a campaign. This reduces wasted traffic and allows teams to optimize campaigns in real time instead of waiting until they’re over.
Simplified Reporting with Clevrr AI
With our integrated reporting solution, Clevrr AI, monitoring and analysis become automatic. Data is pulled, mapped, and refreshed regularly, giving marketers up-to-date insights without manual effort.
To learn more, you can register for a demo here 👇.
Turn Your Data into Decisions with Clevrr AI 🚀
Don’t let simple tracking mistakes waste your marketing efforts. UTM parameters may seem technical, but when used correctly, they can completely change how you measure and improve campaign performance. Refer below for configuring UTM parameters through:
Happy marketing!