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What is UTM Parameters

Chapter 14
Leveraging Computer-Mediated Marketing Environments
Text fragments that are attached in the specified format to the web link. Attaching these textual segments allows the analytical software to exactly identify from what source, campaign, or advertisement the users come to the website. UTM parameters generally contain the following five elements: utm_source, utm_medium, utm_campaign, utm_content, utm_term.
Published in Chapter:
Calculation of Facebook Marketing Effectiveness in Terms of ROI
Tereza Semerádová (Technical University of Liberec, Czech Republic) and Petr Weinlich (Technical University of Liberec, Czech Republic)
Copyright: © 2019 |Pages: 25
DOI: 10.4018/978-1-5225-7344-9.ch014
Abstract
This chapter demonstrates how to assess the performance of organic and sponsored activities on Facebook using the data available in Facebook Ads Manager, Facebook Page Insights, and Google Analytics. The main aim of the proposed ROI calculation model is to connect common social media marketing objectives with the analytical information available. The main emphasis is put on the technical aspect of ad performance assessment. The authors explain how the Facebook attribution system and post-impression algorithm work, describe the relation between advertising goals and metrics displayed as achieved campaign results, and demonstrate how to derive ROI indexes from different Facebook conversions. The chapter also includes a practical example how to calculate current and future value of ongoing ads.
Full Text Chapter Download: US $37.50 Add to Cart
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Chapter 8
The (In)Effectiveness of In-Stream Video Ads: Comparison of Facebook and YouTube
Text fragments that are attached in the specified format to the web link. Attaching these textual segments allows the analytical software to exactly identify the source, campaign, or advertisement from which the users come to the website. UTM parameters generally contain the following five elements: utm_source, utm_medium, utm_campaign, utm_content, and utm_term.
Published in Chapter: The (In)Effectiveness of In-Stream Video Ads: Comparison of Facebook and YouTube; From: Impacts of Online Advertising on Business Performance
Full Text Chapter Download: US $37.50 Add to Cart
Chapter 7
Reaching Your Customers Using Facebook and Google Dynamic Ads
Text fragments that are attached in the specified format to the web link. Attaching these textual segments allows the analytical software to exactly identify from what source, campaign, or advertisement the users came to the website. UTM parameters generally contain the following five elements: utm_source, utm_medium, utm_campaign, utm_content, and utm_term.
Published in Chapter: Reaching Your Customers Using Facebook and Google Dynamic Ads; From: Impacts of Online Advertising on Business Performance
Full Text Chapter Download: US $37.50 Add to Cart
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