Vanity URLs are primarily for non-digital sources (e.g., print, TV, radio, etc.) where a target audience is expected to remember the URL given and then type it into their web browser. All vanity URLs are required to have tracking code to verify a sources effectiveness. Tracking is done using UTM codes as described by its four parts:
- Medium - The basic category of the type of ad that is running. This includes emails, print pieces, social platforms, or webpages.
- Source - The subtype of medium the campaign is running in. For example, something running in a social media medium might be running in multiple social media platforms, such as Facebook, Instagram, TikTok, etc. This field clearly identifies which one.
- Campaign - The given name of the campaign (all lowercase with no spaces) that is running. A campaign may run on multiple mediums and sources over a period of time, but should have a logical name for grouping them together.
- Content - is the only optional part of the UTM. It acts as an additional identifier, should you be running multiple ads for the same campaign using the same medium and source. An example would be if you are running three Facebook ads for the same campaign, but needed a way to distinguish each one.
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