[Announcement] Easily Track Incoming Social Media Traffic to Your Site

Sophia DagnonMavSocial Announcements

Traffic tracking made easy with our new UTM tool

Where does your web traffic come from and how did it get there?

Which platforms are driving the bulk of visitors to your page? Is your new Twitter campaign working?

As results oriented marketers, we crave the answers to these questions!

Traffic is the lifeblood of our business. We spend large chunks of time strategizing, pouring over analytics reports and looking for new, better ways to drive visitors to our websites.

Effectively tracking traffic helps us understand how and why people are coming to our page and shows us what’s working and what clearly isn’t.

This saves time, increases productivity and helps us amplify our message effectively.

So, how can you make this process smoother? How can you know exactly where your traffic came from, how it got there and what drove it?

The answer? Using UTM tracking codes.

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What’s a UTM code and how does it work

An Urchin Tracking Module (UTM) tells Google Analytics the answer to three key questions.

  1. Why is traffic coming to my site?
  2. How is traffic coming to my site?
  3. Where is the traffic coming from?

Knowing the answer to these questions helps you improve your strategy and allows you to focus on the things that are working.

Sounds pretty great, right? And, it also sounds complicated and time consuming.

That’s why we released a new feature that helps you set up your UTM parameters in seconds.

What are UTM parameters?

When setting up your UTM codes, you need to set three distinct parameters:

  • The campaign
  • The medium
  • The source

Let’s break them down:

Each parameter answers one of the three key traffic questions.

1. Campaign

The campaign parameter answers the why question. It tells you exactly what drove the traffic to your site.

Give it an easily recognizable name that makes sense. You can use your current campaign name and add additional qualifiers to get even more specific.

2. Medium

The medium parameter answers the how question. How is the traffic actually reaching your site? What’s driving it?

Setting your medium parameter comes down to what you want to track. You can track larger influences like social media as a whole or get super specific and add further qualifiers.

Let’s say you use Instagram and Youtube to post video content only and Facebook and Twitter to post written content. You can qualify Instagram and Youtube traffic as “video heavy social media” and Facebook and Twitter as “text heavy social media.”

The best way to set this parameter really depends on your current marketing goals!

3. Source

The source parameter answers the where question.

One of the simplest ways to define your source parameter is by giving it the name of the platform that it’s coming from. So if you are tracking traffic from Twitter, just call it “Twitter.”

As with the other two, you can dig deeper and add extra information depending on what your goals are.

Using MavSocial’s UTM link builder

Our UTM tracking feature makes tracking traffic incredibly simple. Setting it up just takes a few seconds!


From your MavSocial home page, go to your menu figure in the top right hand corner of the screen and select “short link & UTM.” You can also access it through the Account section in the menu on the left hand side.

From there, enable UTM tracking.

Now you can start creating UTM campaigns in your favorite social media network. We currently support:

    • Facebook
    • Twitter
    • LinkedIn
    • Instagram
    • Youtube
    • Tumblr

Setting up your parameters

To set up your parameters, select the platform you are using, then enter the campaign name, medium and source.

Click update and you are ready to go!

Now when you publish a post the UTM codes will be automatically added to the URL even if it’s been shortened!

Here is an example of a URL with UTM parameters added:


How to see UTM parameters in Google Analytics

You’ve enabled UTM tracking and set up your parameters. But what’s the next step? How do you see this data in Google Analytics?


To see the results, log into your Google Analytics account and select Acquisition.

From here, you can track the traffic in two ways: by the source/medium or by campaign name.

To track traffic by either the source or medium, click on All Traffic and select Source/Medium.

To track the traffic by campaign, go to Campaigns.

You’ll find all the data you need to improve your results there!

The reason using UTM codes is worth it

Understanding why, how and where your traffic is coming from helps you serve your customers better.

As marketers, we want to understand why and how visitors reach us. Understanding this helps us build better, more targeted campaigns that grow the business and serve our clients

We also want to know where the traffic is coming from. It shows us exactly where we should place that extra focus and increase those results even more!

Try the UTM tracking functionality and experience first hand how one simple, small change can deliver big results.


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About the Author

Sophia Dagnon

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Sophia Dagnon is a B2B copywriter and digital marketing consultant specializing in all things social media.