How to Set Up UTM Parameters for Measuring 'Link in Bio' Effectiveness - Columns | Arounds

Why UTM Parameters Are Necessary

'Link in Bio is set up, but how effective is it really?'
This challenge is solved by measuring with UTM parameters. By accurately understanding the source of access and the number of clicks, you can see areas for improvement.

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Basics of UTM Parameters

The Main Five Parameters

• utm_source: The source of the traffic (e.g., instagram, twitter)
• utm_medium: The medium of the traffic (e.g., social, cpc, email)
• utm_campaign: The campaign name (e.g., summer_sale, launch)
• utm_term: The keyword for the ad (optional)
• utm_content: The variation of the ad (optional)

👉 At a minimum, set up utm_source, utm_medium, and utm_campaign.

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Checking in Google Analytics

1. Check the traffic in Google Analytics under 'Acquisition → All Traffic → Source/Medium'
2. Compare the results by campaign to analyze which links are performing well
3. Consider improving or replacing links that perform poorly

👉 Best Practices for Placing CTAs to Improve Click-Through Rate

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Common Setup Mistakes and How to Avoid Them

• Using different notations each time

  • Example: Instagram / instagram / insta → Results in fragmented data
  • → It's important to standardize rules

• UTM parameters disappearing with link shortening services

  • Using shortened URLs might remove UTM parameters
  • → Always test the actual link to confirm

• Attaching them to internal links as well

  • Unnecessary for links within your own site
  • → Only target incoming traffic from external sources

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Ways to Improve Outcomes

• Compare click numbers by campaign to clarify which appeals should be prioritized
• Analyze traffic from different social networks to focus on stronger channels
• Utilize for ROI calculations of paid plans and advertising strategies for Link in Bio

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Conclusion: Without Measurement, Improvement Is Impossible

UTM parameters might seem cumbersome, but they are indispensable for maximizing the effectiveness of Link in Bio.
Start simply with the main three items and initiate a cycle of improvement based on accurate data.