INBOX INSIGHTS, May 12, 2021: UTM Tracking Tutorial, Lead Gen Scams, Podcast Marketing

UTM Tracking Tutorial, Lead Gen Scams, Podcast Marketing

Inbox Insights from Trust Insights

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UTM Tracking Codes Training

One of the questions we’re asked on a regular and frequent basis is to explain how companies should be thinking about and implementing UTM tracking codes. Despite the fact they’ve been in use in one form or another for nearly 20 years, companies still don’t do a great job with them. So we’ve put together a short YouTube video that you can share with anyone on your team to help explain the proper use of UTM codes.

Click/tap on the image to watch: UTM Explainer Video Still

The most important takeaway from the video is this: UTM codes are immune to all forms of ad blocking and privacy blocking because they are hard coded into the URL of the page itself. As long as Google Analytics itself is operational in some capacity, UTM tracking codes preserve the attribution data you need to make informed marketing judgements.

Please feel free to share this as a training in your organization and with your colleagues!

Click/tap here to play the video if clicking on the image above doesn’t work.

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Binge Watch and Listen

In this week’s episode of In-Ear Insights, John and Chris talk about a subversive Google Ads scam that may be putting fake leads into your lead generation efforts. Learn what we’ve uncovered and what you can do about it.

Watch/listen to this episode of In-Ear Insights here »

Last week on So What? The Marketing Analytics and Insights Live Show, we looked at how to identify and improve podcast marketing with a digital footprint analysis.

Watch/listen to this episode of So What? here »

This Thursday at 1 PM Eastern, we’ll be reviewing the basics of video SEO and optimizing videos for YouTube’s algorithm.

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Data Diaries - Interesting Data We Found

This week, we look at Instagram’s engagement rate for influencers on unpaid content. With everything going on in the world of Facebook Inc., are we seeing any substantial changes of note?

Instagram influencer engagement

Indeed we do see a trend here – the decline that began earlier this year for influencer engagement has largely leveled off, leaving influencer engagement at roughly 1.25%. This is 5x greater than brand engagement for the same period of time, and with this current leveling off, it appears that influencer reach and engagement is a reasonably safe bet.

While it’s difficult to attribute the difference between brands and influencers to any one particular aspect, it is worth noting that influencers appear to use Tiktok content (based on hashtags and mentions in captions) about 3x as much as brands. One of the most enduring strategies for social media marketing is to test different content and platforms, then port what works to other platforms for further testing. Pay attention to what’s working on your various networks, as well as what’s working for influencers in your industry, and use that knowledge to guide your strategy.

Methodology: Trust Insights used Facebook’s Crowdtangle software to extract 551,432 posts from 9,534 influencer accounts. Influencers were identified by both Facebook and Trust Insights. The timeframe of the data is January 1 – May 12, 2021. The date of study is May 12, 2021. Trust Insights is the sole sponsor of the study and neither gave nor received compensation for data used, beyond applicable service fees to software vendors, and declares no competing interests.

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Upcoming Events

Where can you find us in person?

  • ECommerce Marketing Summit, May 2021, virtual
  • AAF/Women in Analytics, May 13, 2021, virtual
  • ContentTech Summit, June 2021, virtual
  • MarketingProfs B2B Forum, October 2021, virtual

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