Marketing Insight

Can Enhanced Customer Data truly empower your campaigns?

UTM URL Parameters

URL parameters, including UTMs, offer more than just lead tracking within the sales funnel; they are also valuable for segmenting your audience.

One possible approach is to capitalize on the lower cost-per-click (CPC) rates available on platforms such as Google Display, Twitter, or Reddit. By doing so, you can effectively accumulate a pool of site visitors, whom you can subsequently retarget on lead generation channels like LinkedIn.

There’s a wide range of information that can be conveyed through UTMs, giving you ample opportunities to create audience segments. Here are a few commonly used UTMs to consider when forming your segments:

  • utm_campaign
  • utm_adgroup / utm_adset
  • utm_ad / utm_creative
  • utm_keyword
  • utm_device
  • utm_location

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