Have you ever wondered if your time spent pinning on Pinterest is moving the needle? If your blog posts with links to your resources drive traffic to your store? Or, what marketing campaigns are working and which ones aren’t?
Well, now you can find out!
We’re really excited to announce a great new tool that will help you figure out what marketing efforts work best for you. It’s our TpT Custom URL Builder for Premium Teacher-Authors! We hope you’ll start using it and tell us what you think.
Why are UTM codes so great?
UTM Codes are short snippets of code that you add to a URL. They allow you to track your digital marketing efforts and learn more about what types of content, formats, and messages resonate best with your target audience. You can use this data to spend more time on things that are working well for you, invest more resources where you’re seeing results, and test new things!
How do I use UTM codes?
Step 1: Figure out what you want to test
The great thing about using UTM codes is that it can be as complicated or as simple as you want it to be. You can use them to run 100 tests at the same time, or one each month. The best question to ask yourself is “What do I want to learn about my marketing efforts?”
Let’s walk through an example
Let’s say that before Pi Day you want to promote your Pi Day resource. You’re going to post:
- A picture of the resource in action on Facebook
- A product cover on Facebook
- A picture of the resource in action on Pinterest
- A product cover on Pinterest
And you want to learn:
- What type of content (resource in action or cover) generates the most sales
- What channel (Facebook or Pinterest) generates the most sales
- How the Pi Day campaign performed overall
Step 2: Use the Custom URL Builder to create links
You’ll want to use the Custom URL Builder to create links with UTM codes that will help you identify what you’re tracking for each piece of content. Specifically, you’ll need to fill out three fields to help you measure results: URL, Source, and Campaign. You can find more details about these fields over on TpT U.
So if you’re creating four posts for Pi Day, you’ll want to build four URL links as follows:
- You’re promoting your Pi Day product so the URL will be your resource page for this product
- For the Source, you’ll pick either Facebook or Pinterest
- Finally, for your Campaign you’ll want to specify what you’re testing. So in this case it would be either “Pi Day Product Cover” or “Pi Day Resource in Action”
Here is an example of what you would enter into the URL builder for your Pi Day Product Cover on Pinterest:
Remember, when you’re creating your URL, be sure to note what you’re looking to measure in the campaign field. This is necessary to evaluate your results on your dashboard.
Step 3: Measure your results
This is the fun part. Because each link has a unique UTM code, you can see how each link performs individually in terms of clicks and conversions. You can look at the performance of the campaign as a whole or you can look more deeply at which platform and type of content drove the most traffic and sales.
Remember what you wanted to learn? This is where the groupings come into play.
- To see what types of content generate the most sales for this resource, search “Resource in Action” to see how the photos performed. Then search for “Product Covers” to see how those images performed. By comparing this data you can learn what works best.
- To learn what channel generate the most sales, search “Facebook” to see how your combined Facebook posts performed vs. your combined “Pinterest” posts.
- To understand how the Pi Day campaign performed overall, search “Pi Day” to see metrics for the entire campaign.
Step 4: Use your results to allocate your time and find new things to test!
Using the results from UTM code tracking can help shine a light on what’s working and what’s not. They can help you decide where you should be spending your time and offer ideas for what else you should be testing!
For instance, in our example, you may have found that pictures of a Pi Day resource outperformed product covers. Knowing this, you can replicate it with another resource or campaign in the future. Find out what works best and do more of it!
For more details on how UTM codes work, read How To Build UTM Codes on TpT U.
This is a lot of exciting information, so take your time to get organized, try things out, and test new things. The tool is extremely flexible — using it can be as simple or complex as you’d like it to be. Ideally this is going to help you to be more efficient and targeted with your greatest commodity, your time.
Note: Traffic isn’t always direct. Other Sellers links and promotions will lead educators to your store and the same is true of links you provide for other TpT Teacher-Authors.
Please fill out this form if you have any questions, issues, or feedback on our new tool. We want to hear from you!