Instructions for running a UTM tag can be found HERE

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Mistake #2. Lack of analytics
Another mistake when working on social networks is the lack of analytics. If you drive traffic to a website, you definitely need Google Analytics or Yandex.Metrica. In the user account, you must set up goals to track what people do on the website and use UTM tags.

lack of analytics

If we work with Facebook, then in the analytical summary you can see a usa rcs data picture like in the screenshot above. There is traffic, applications, but there is no understanding of which specific publication or advertising campaign they came from.

Don't forget to also link Google Analytics to your Google Ads account to see exactly which keyword worked, which company was interested, whether advertising applications are being closed, etc.

how to use utm tags



Also, if you are driving traffic to your site from social networks, make sure to install Facebook Pixel . If your goal is to bring a person to your site and have them fill out a form or take the action you need, you need to run Facebook Pixel and set the goal not to “Traffic”, but to “Conversion”.

Mistake #3. One group and one ad
I often see one campaign – one ad group. But you can’t keep all your eggs in one basket. Betting on one audience option and one ad is a big mistake.

Facebook has a wide range of functionality and offers specialists a lot of variations, where you can create not 1-2 groups, but all 8-10. The more tests you do, the better you will understand your audience. And in the future you will not have to bother with finding “your client”. You can simply go to the old campaign, see what gave results, and duplicate these groups.