If you build it, will they come? Thankfully, with campaign tracking, you don’t have to wonder where they come from. To track ROI from organic SEO, it’s not enough to simply track page views. Instead, track specific actions by the user that result in leads and new customers.

What Are Tracking Tokens?

If you’ve ever opened a link from an e-newsletter and then tried to copy the link to share with friends or colleagues, you may have noticed the URL seems really long. A newspaper article, for example, will have a long slug that includes the entire headline and possibly the date of publication. After that, you’ll likely find utm jargon, which looks like this:

website.com/post-title-and-date/?utm_campaign=topstory&utm_source=email

Yikes! They know you opened the link from your email! Are they watching you? No, but they are tracking you. Think of utm like an automatic way for users to answer the question, “How did you hear about us?” Every user answers this question simply by opening a link from a given source – no customer survey required. To take advantage of this, create tracking URLs using a tool such as Google Analytics, and use those URLs in your campaigns to see how PPC ads, social media, email marketing, and organic search results compare.

Setting Goals and Tracking Sales Funnels

A tool is only as good as how you use it. Google Analytics provides options that allow you to hone in on specific strategies. For example:

• Track the online checkout process to find out where customers abandon their shopping carts, and use the results to improve checkout pages
• Track email campaigns to determine click-through rates
• Track CTA links and forms throughout your website
• Track organic traffic and see how well different landing pages perform on search engines

Equifax Breach, Avoiding Hacks, and SSL Certification

In digital current events, discussing the recent Equifax breach is unavoidable. While we’re not a cybersecurity company, we do offer and recommend SSL certificates to secure customer information. You can also learn about common hacks and how to avoid them, and check to see if your information was compromised in the Equifax hack.

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