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Why UTM Tracking Is a Chore, and How to Make It Easier

Why UTM Tracking Is a Chore, and How to Make It Easier

Andrew Smith
Andrew Smith
December 15, 2021

Here are some of the most common mistakes to be on the lookout for when generating UTM links.

By now, most marketers are familiar with the powerful insights UTM links can provide. If you aren’t beefed up on the topic yet, we wrote an introductory UTM guide to get you up to speed on this incredible data collection tool.

While UTM tracking offers invaluable site visitor information for fine-tuning your marketing efforts, reaping the rewards of this technology comes with a heaping helping of pain in the ass.

Most Common UTM Pain Points

As with most technologies throughout time, many of the biggest UTM link usage and management issues revolve around human error. Here are some of the most common mistakes to be on the lookout for, in no particular order.

#1: Typos

We all make mistakes, but typos are especially common and can often be incredibly difficult to track down or even notice in the first place. URL codes, ones with UTM links in particular, are kind of a mess for humans to read—for example:

example.com/landing_page?utm_source=twitter&utm_medium=social&utm_content=october_13_tweet&utm_campagin=fall_fest

Typos can be as small as a single misplaced character, and tracking them down can easily take hours out of the day depending on how much data needs exploring.

Worse still, it’s incredibly easy for typos to stealthily wreak havoc on your data without anyone realizing anything is going wrong. Did you notice the mistake in the example above? Imagine trying to find mistakes like that across pages of enormous spreadsheets of similar URLs.

Missing these tiny details can lead to acting on bad data that you mistakenly believe is accurate, creating all sorts of problems down the road.

#2: Syntax Errors

Syntax errors are issues within your UTM codes that are often the result of novice mistakes. As with all types of coding languages, URL and UTM links have reserved characters and strings that perform specific functions within the code.

For instance, the ampersand (“&”) is a reserved character separating individual UTM parameters. An errant ampersand could result in erroneous data collection from Google Analytics attribution tracking.

Other reserved characters for UTM link building are “#.” “=,” and “?.” UTM codes must also be free of any spaces to function properly. Similar to typos, syntax errors can be difficult to catch and track down. And when they do occur, they won’t always make themselves known—resulting in more unnoticed data disruption.

#3: Collaboration Confusion

As you may have realized by now, UTM link management can be a massive undertaking. And not one you’ll likely want to go alone. But one of the many problems with using the age-old spreadsheet method to manage your UTM links is that collaborating on them is beyond clunky.

It’s all too easy for mistakes to occur and go unnoticed when you have multiple people trying to manage UTM campaigns from a mess of spreadsheet tabs. These numerous issues are what guided us in our creation of the UTM Codes tool.

UTM Codes Makes UTM Tracking a Breeze

With the help of UTM Codes, it’s easier than ever to capitalize on the powerful insights available through UTM tracking.

Our tool empowers collaboration by providing user-level access controls, multiple workspaces for teams, and the ability to save commonly used parameters. UTM Codes is an all-in-one UTM link building and management solution that offers short linking and branded linking capabilities for ease of use and enhanced CTR.

Check out our free 14-day trial, or use our completely free UTM link builder to get started upping your marketing game today.

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