Create links with this UTM tag generator for use on all social networks including Instagram, Pinterest, Twitter Ads, LinkedIn, VK and more. This will help you track social traffic that Google Analytics doesn’t see. Hidden social referral traffic shows that you can’t rely on metrics alone – they’re not accurate.
If you’re advertising an Android app, use the Google Play app URL builder. If you’re advertising an iOS app, your option is the iOS campaign tracking URL composer. Otherwise, use this URL Builder.
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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.