As such, they result in вЂњdouble dippingвЂќ for reporting purposes and accidentally assigning success credit to multiple programs for what are supposed to be distinct touch points on a customer journey. When these duplicate links are used to create Marketo programs and smart campaigns to track the UTM parameters, they may actually mirror the UTM values configured in other pre-existing Marketo programs. Using GoogleвЂ™s tool, it is quite easy to inadvertently create a duplicate link -В one that matches a link previously created and used. If youвЂ™re using UTM parameters, it is vital to your reporting that each and every link created be unique. Just go with it.) UTM links must be unique

I know theyвЂ™re not technically the same thing. (To the sticklers out there: IвЂ™m intentionally using вЂњlinkвЂќ and вЂњURLвЂќ interchangeably. There are at least two relevant key points to consider in your UTM strategy. How many people use the Google tool and do not realize its shortcomings? More specific to this audience, how many Marketo practitioners use this tool and are inadvertently ruining their reporting on digital marketing tactics in Marketo? The tool certainly has its place however, it falls short for regular use in real-world marketing operations, and especially as it pertains to Marketo.

Digital Pi CEO Ryan Vong even mentioned it in one of his posts on using UTM parameters in Marketo. I have used that tool myself and found it useful. Recently, a client told me that they use GoogleвЂ™s Campaign URL Builder tool, and that it works just fine for them.

Utm link builder