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UTM tags against «dark social»
“Dark social” is a term you’ll have to learn if you don’t use UTM tags.
The biggest problem is that Google Analytics hides most of the traffic from Facebook, Vk and other social networks. Facebook and Google track visitors differently, so the analytics results are unreliable and it’s hard for the user to decide which platform to trust.
The difference between the number of clicks on Facebook and the data from Google Analytics, was noticed back in 2014, but the problem persists now.
One of the main reasons for this difference is that Facebook Ads sends people to an embedded browser after they click a link. These browsers don’t work the same way as traditional browsers. This means that interactions with content will not appear as referral traffic from Facebook, although technically they do.
The problem is solved by using an online UTM generator (Builder) for each social network: Twitter, Pinterest, VK, Instagram, etc.
The Builder corrects errors in UTM generation
- Replaces spaces in labels with underscores.
- Automatic transliteration from Cyrillic to Latin, which is understood by analytics systems.
- Translates all letters to lower case.
- Checks the final URL of the utm label to make sure it contains only one “?”.
- Controls that each parameter starts with an ampersand “&”.
- Inside the parameter values, it replaces “&” with “+” and replaces all other characters except “+”, “-” and “_” with a hyphen.