I work in Cleveland, Ohio at a company called TPI Efficiency. Currently I’m the Digital Marketing Director.

TPI is a B2B consulting company, helping other businesses reduce operating expenses in a number of ways. From LED lighting projects to procurement of electricity and natural gas

We focus on manufacturers, hotels, parking garages and non-profits – but we’ve worked with about every industry out there. If you’re looking to save money, chances are our consultants have looked at your bills and let you know what you should or shouldn’t be paying.

I’m the Digital Marketing Director – which for a small company includes everything from creative writing, paid ad campaigns, workflow and email automation to budget management and strategy.

On the digital side of our business, there’s only me – the wonder woman of digital.

I never really had a process before, so I was haphazardly creating UTMs without tracking them on a spreadsheet or anywhere internally.

I would go to Google’s UTM generator and painstakingly type every detail in, duplicate – then create the next one.

It was a hassle to create multiple UTMs and often I would settle on a few general UTMs to use and not get too specific – like using social as a source but not put which social channel it was coming from.

OH MY GOD IT’S SO SIMPLE.

I can create 30 different UTMs for a specific campaign so easily.

Plus, I can sort and filter any way I need to see which naming convention I used in the past.

Creating and managing each UTM in the same place is incredibly helpful.

One of the biggest challenges in Marketing as a whole is ROI. Tracking where leads come from and what messaging works best. For digital tracking UTMs play a huge part in understanding ROI.

I can see that majority of users are clicking in the body link or that most leads are coming from a Facebook paid ad versus Google AdWords.

If someone asks me, “How is that campaign doing?” I can confidently make a recommendation to re-allocate budget or focus my time more on a specific medium that’s performing best.