{"id":2118,"date":"2017-08-04T21:34:10","date_gmt":"2017-08-04T21:34:10","guid":{"rendered":"https:\/\/prettylinks.com\/?p=2380"},"modified":"2019-12-27T20:12:10","modified_gmt":"2019-12-27T20:12:10","slug":"urchin-tracking-modules","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/es\/blog\/urchin-tracking-modules\/","title":{"rendered":"3 maneras en que los m\u00f3dulos de seguimiento de erizos pueden mejorar sus campa\u00f1as de marketing"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenido<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d8c77c7e196\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d8c77c7e196\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/es\/blog\/urchin-tracking-modules\/#What_Urchin_Tracking_Modules_Are\" >Qu\u00e9 son los m\u00f3dulos de seguimiento Urchin<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/es\/blog\/urchin-tracking-modules\/#3_Ways_%E2%80%98Urchin_Tracking_Modules_Can_Improve_Your_Marketing_Campaigns\" >3 maneras en que los m\u00f3dulos de seguimiento de erizos pueden mejorar sus campa\u00f1as de marketing<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/es\/blog\/urchin-tracking-modules\/#1_They_Help_Keep_Track_of_Traffic_Sources\" >1. Ayudan a controlar las fuentes de tr\u00e1fico<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/es\/blog\/urchin-tracking-modules\/#2_They_Can_Enable_You_to_Monitor_Conversions\" >2. Pueden permitirle controlar las conversiones<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/es\/blog\/urchin-tracking-modules\/#3_They_Will_Help_You_to_Compare_Link_and_Advertisement_Placements\" >3. Le ayudar\u00e1n a comparar la colocaci\u00f3n de enlaces y anuncios<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/prettylinks.com\/es\/blog\/urchin-tracking-modules\/#How_to_Use_Urchin_Tracking_Modules_with_PrettyLinks\" >C\u00f3mo utilizar los m\u00f3dulos de seguimiento Urchin con PrettyLinks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/prettylinks.com\/es\/blog\/urchin-tracking-modules\/#Conclusion\" >Conclusi\u00f3n<\/a><\/li><\/ul><\/nav><\/div>\n\n\t<p>Seguimiento de sus campa\u00f1as comerciales, incluidas las de <a href=\"https:\/\/prettylinks.com\/es\/blog\/effective-social-media-marketing-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">redes sociales<\/a> o dentro de su bolet\u00edn electr\u00f3nico- es crucial para sacar el m\u00e1ximo partido a sus esfuerzos de marketing. Sin seguimiento no se pueden medir, comprender ni repetir las campa\u00f1as de \u00e9xito. Por desgracia, algunas pueden ser dif\u00edciles de seguir.<\/p>\n<p>Ah\u00ed es donde Google\u00a0<a href=\"https:\/\/support.google.com\/urchin\/answer\/28307?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">M\u00f3dulos de seguimiento Urchin (UTM)<\/a> entrar. Esta ingeniosa herramienta permite diferenciar los enlaces, lo que facilita el seguimiento de todas las campa\u00f1as, incluso las de las redes sociales y los boletines informativos.<\/p>\n<p>En este post, le presentaremos las UTM y le mostraremos tres formas en las que pueden ayudarle a mejorar sus campa\u00f1as de marketing. A continuaci\u00f3n, te explicaremos c\u00f3mo puedes utilizar f\u00e1cilmente las UTM junto con <a href=\"https:\/\/prettylinks.com\/es\/about\/\" target=\"_blank\" rel=\"noopener noreferrer\">PrettyLinks<\/a>. Empecemos.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_Urchin_Tracking_Modules_Are\"><\/span>Qu\u00e9 son los m\u00f3dulos de seguimiento Urchin<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2017\/07\/utm-code-example.jpg\" alt=\"Un c\u00f3digo Urchin Tracking Module (UTM) colocado al final de una URL\" width=\"800\" height=\"49\" \/><figcaption align=\"center\">Un c\u00f3digo Urchin Tracking Module (UTM) colocado al final de una URL.<\/figcaption><\/p>\n<p>En pocas palabras, los UTM son c\u00f3digos que se colocan al final de una URL. Pueden rastrear varios tipos de informaci\u00f3n, incluida la fuente de tr\u00e1fico, los t\u00e9rminos de b\u00fasqueda y el medio (como el correo electr\u00f3nico o las redes sociales). Los UTM empezaron siendo una herramienta de terceros, aunque ahora forman parte de <a href=\"http:\/\/analytics.google.com\">Google Analytics<\/a>,<\/p>\n<p>Como herramienta de marketing, los UTM pueden ser beneficiosos de muchas maneras. Usted puede:<\/p>\n<ul>\n<li>Monitor\u00a0<a href=\"http:\/\/www.dummies.com\/business\/marketing\/3-major-types-digital-marketing-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">varias campa\u00f1as<\/a>.<\/li>\n<li>Siga el comportamiento de la audiencia.<\/li>\n<li><a href=\"https:\/\/prettylinks.com\/es\/blog\/ab-testing-how-to-do-it\/\" target=\"_blank\" rel=\"noopener noreferrer\">Prueba A\/B<\/a> sus campa\u00f1as.<\/li>\n<\/ul>\n<p>En general, las UTM son una gran herramienta para tener en su arsenal. Son flexibles y f\u00e1ciles de usar, y lo que es m\u00e1s, pueden modificarse seg\u00fan tus objetivos.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Ways_%E2%80%98Urchin_Tracking_Modules_Can_Improve_Your_Marketing_Campaigns\"><\/span>3 maneras en que los m\u00f3dulos de seguimiento de erizos pueden mejorar sus campa\u00f1as de marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Los UTM pueden ser una herramienta inestimable en la planificaci\u00f3n y ejecuci\u00f3n de sus campa\u00f1as. Veamos tres formas concretas en las que pueden ayudarle a mejorar sus campa\u00f1as de marketing.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_They_Help_Keep_Track_of_Traffic_Sources\"><\/span>1. Ayudan a controlar las fuentes de tr\u00e1fico<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>El seguimiento de sus fuentes de tr\u00e1fico -como los resultados de los motores de b\u00fasqueda, las referencias y las redes sociales- le permite ver d\u00f3nde generan m\u00e1s clics sus campa\u00f1as. Como resultado, puedes maximizar tus esfuerzos de marketing: c\u00e9ntrate en las fuentes que generan <a href=\"https:\/\/prettylinks.com\/es\/blog\/high-quality-traffic-affiliate-marketing-site\/\" target=\"_blank\" rel=\"noopener noreferrer\">tr\u00e1fico de calidad<\/a>y evitar perder el tiempo con los que no lo hacen.<\/p>\n<p>Para realizar un seguimiento de las fuentes de tr\u00e1fico con UTM, tendr\u00e1 que utilizar un archivo <a href=\"https:\/\/en.wikipedia.org\/wiki\/UTM_parameters#UTM_parameters\" target=\"_blank\" rel=\"noopener noreferrer\">par\u00e1metro fuente<\/a>. Se trata de condiciones que indican qu\u00e9 debe rastrearse, como fuentes de tr\u00e1fico, campa\u00f1as y t\u00e9rminos de b\u00fasqueda. Puede <a href=\"https:\/\/support.google.com\/analytics\/answer\/1033863?hl=en#cc-set-up\" target=\"_blank\" rel=\"noopener noreferrer\">a\u00f1adir el par\u00e1metro fuente<\/a> a su UTM manualmente, aunque preferimos una herramienta dedicada como el\u00a0<a href=\"https:\/\/ga-dev-tools.appspot.com\/campaign-url-builder\/\" target=\"_blank\" rel=\"noopener noreferrer\">Creador de URL de campa\u00f1a<\/a>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2017\/07\/campaign-source.jpg\" alt=\"Cuadro de origen de la campa\u00f1a en el Constructor de URL de campa\u00f1a de Google Analytics\" width=\"800\" height=\"226\" \/><\/p>\n<p>Una vez a\u00f1adida la fuente, se incorporar\u00e1 a una URL que contiene el c\u00f3digo UTM. A\u00f1ade esta URL a tus enlaces (que describiremos en profundidad m\u00e1s adelante) y podr\u00e1s ver qu\u00e9 campa\u00f1as est\u00e1n enviando m\u00e1s tr\u00e1fico, junto con qu\u00e9 campa\u00f1as necesitan un poco m\u00e1s de trabajo.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_They_Can_Enable_You_to_Monitor_Conversions\"><\/span>2. Pueden permitirle controlar las conversiones<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Las conversiones se producen cuando los visitantes completan un objetivo espec\u00edfico. Cuando usted <a href=\"https:\/\/www.searchenginejournal.com\/10-best-ways-use-utm-codes-conversion-tracking\/173841\/\" target=\"_blank\" rel=\"noopener noreferrer\">controlarlos<\/a>As\u00ed sabr\u00e1 qu\u00e9 campa\u00f1as son las m\u00e1s \u00fatiles. En el caso de los anuncios de pago y otras campa\u00f1as, el seguimiento de las conversiones ayuda a determinar si se est\u00e1 malgastando el dinero (o muestra d\u00f3nde se puede invertir mejor). La instalaci\u00f3n de UTM permite controlar las conversiones de esas campa\u00f1as dif\u00edciles de seguir. He aqu\u00ed c\u00f3mo:<\/p>\n<p>En primer lugar,\u00a0<a href=\"https:\/\/support.google.com\/analytics\/answer\/1032415?hl=en#create_or_edit_goals\" target=\"_blank\" rel=\"noopener noreferrer\">fija tus objetivos<\/a> en Google Analytics. Con el <a href=\"http:\/\/online-metrics.com\/analytics-goals\/\" target=\"_blank\" rel=\"noopener noreferrer\">plan de mediciones<\/a> puede utilizar las UTM para realizar un seguimiento de los objetivos que m\u00e1s le interesen. Por ejemplo, puede realizar un seguimiento del destino, la duraci\u00f3n o las p\u00e1ginas por sesi\u00f3n del visitante:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2017\/07\/google-analytics-goal.jpg\" alt=\"La p\u00e1gina de creaci\u00f3n de objetivos en Google Analytics\" width=\"800\" height=\"375\" \/><\/p>\n<p>A continuaci\u00f3n, crear\u00e1 su enlace \u00fanico con una o varias UTM incluidas (como se explica m\u00e1s adelante). Una vez que su enlace haya tenido tiempo suficiente para recopilar informaci\u00f3n, podr\u00e1 ver c\u00f3mo est\u00e1 alcanzando su objetivo desde Google Analytics.\u00a0<em>Campa\u00f1as<\/em> ficha (<i>Adquisiciones<\/i> &gt; <i>Campa\u00f1as<\/i>):<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2017\/07\/goal-link-tracking.png\" alt=\"La p\u00e1gina de la campa\u00f1a de Google Analytics\" width=\"800\" height=\"426\" \/><\/p>\n<p>Aqu\u00ed puede seguir la <a href=\"https:\/\/en.wikipedia.org\/wiki\/Conversion_marketing#Conversion_rate\" target=\"_blank\" rel=\"noopener noreferrer\">tasa de conversi\u00f3n<\/a> de cada enlace UTM \u00fanico para cada uno de sus objetivos establecidos, y realice cambios en funci\u00f3n de los resultados.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_They_Will_Help_You_to_Compare_Link_and_Advertisement_Placements\"><\/span>3. Le ayudar\u00e1n a comparar la colocaci\u00f3n de enlaces y anuncios<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Los enlaces y los anuncios pueden ser una parte importante de las campa\u00f1as de marketing. Sin embargo, su ubicaci\u00f3n puede desempe\u00f1ar un papel importante a la hora de determinar su \u00e9xito. Una forma de determinar su mejor ubicaci\u00f3n es con <a href=\"https:\/\/conversionsciences.com\/blog\/ab-testing-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pruebas A\/B (o \"divididas\")<\/a>. El proceso t\u00edpico para hacerlo puede ser un poco complejo, especialmente si desea rastrear otras \u00e1reas de su campa\u00f1a al mismo tiempo. Afortunadamente, los UTM le ofrecen esta posibilidad con muy poco esfuerzo. Todo lo que requiere es un simple ajuste en su c\u00f3digo UTM.<\/p>\n<p>Del mismo modo que puede asignar un par\u00e1metro de origen a sus UTM, tambi\u00e9n puede\u00a0<a href=\"https:\/\/blog.kissmetrics.com\/how-to-use-utm-parameters\/\" target=\"_blank\" rel=\"noopener noreferrer\">asignar uno para el contenido<\/a>. Con este par\u00e1metro en su lugar, puede diferenciar los anuncios y enlaces para la comparaci\u00f3n:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2017\/07\/campaign-content.jpg\" alt=\"Creador de URL de campa\u00f1as de Google Analytics\" width=\"800\" height=\"669\" \/><\/p>\n<p>A la hora de nombrar cada anuncio y enlace, le recomendamos que mantenga una lista actualizada en una hoja de c\u00e1lculo u otro documento para que le resulte m\u00e1s f\u00e1cil comprender los resultados.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_Use_Urchin_Tracking_Modules_with_PrettyLinks\"><\/span>C\u00f3mo utilizar los m\u00f3dulos de seguimiento Urchin con <a href=\"https:\/\/prettylinks.com\/es\/\" target=\"_blank\" rel=\"noopener noreferrer\">PrettyLinks<\/a><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2017\/03\/Pretty_Link_Pro.png\" alt=\"Captura de pantalla de PrettyLinks\" width=\"800\" height=\"160\" \/><\/p>\n<p>Veamos ahora c\u00f3mo puedes a\u00f1adir f\u00e1cilmente UTMs a tus enlaces. Utilizando <a href=\"https:\/\/prettylinks.com\/es\/\" target=\"_blank\" rel=\"noopener noreferrer\">PrettyLinks<\/a>no s\u00f3lo puede <a href=\"https:\/\/prettylinks.com\/es\/blog\/the-pros-and-cons-of-link-shortening\/\" target=\"_blank\" rel=\"noopener noreferrer\">acortar y marcar<\/a> sus enlaces, pero tambi\u00e9n puede a\u00f1adir f\u00e1cilmente UTM personalizados a estos bonitos enlaces.<\/p>\n<p>Para ello, construye tu UTM como se ha explicado anteriormente. Si el UTM no es espec\u00edfico de un enlace, puedes aplicarlo a cualquier PrettyLinks que tengas. Sin embargo, si ha establecido un par\u00e1metro espec\u00edfico para un enlace, aseg\u00farese de aplicarlo al enlace correcto eligi\u00e9ndolo de su lista, que puede encontrar navegando a <i>PrettyLinks <\/i>&gt;<i> PrettyLinks <\/i>en el panel de control de WordPress.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2017\/07\/edit-pretty-link.jpg\" alt=\"La p\u00e1gina Editar enlace en PrettyLinks\" width=\"800\" height=\"193\" \/><\/p>\n<p>A continuaci\u00f3n, s\u00f3lo tiene que a\u00f1adir la URL que contiene su UTM a la carpeta <i>URL de destino <\/i>en el campo <i>Editar enlace<\/i> p\u00e1gina. Tu bonito enlace seguir\u00e1 siendo el mismo.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusi\u00f3n<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Con el uso de las UTM, ahora tiene la posibilidad de realizar un seguimiento completo y mejorar sus campa\u00f1as de marketing. De este modo, maximizar\u00e1 sus esfuerzos actuales y podr\u00e1 mejorar el rendimiento de sus campa\u00f1as en el futuro.<\/p>\n<p>En este art\u00edculo hemos presentado las UTM, hemos descrito tres formas en las que pueden mejorar sus campa\u00f1as de marketing y le hemos mostrado c\u00f3mo utilizarlas con PrettyLinks. Para recapitular r\u00e1pidamente, UTMs:<\/p>\n<ol>\n<li>Le permiten rastrear las fuentes de tr\u00e1fico.<\/li>\n<li>Le permiten controlar las conversiones.<\/li>\n<li>Le ayuda a comparar la colocaci\u00f3n de enlaces y anuncios.<\/li>\n<\/ol>\n<p>\u00bfTiene alguna pregunta sobre c\u00f3mo utilizar los m\u00f3dulos de seguimiento Urchin en su sitio web o c\u00f3mo utilizarlos con PrettyLinks? H\u00e1znoslo saber en la secci\u00f3n de comentarios m\u00e1s abajo.<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":11450,"featured_media":2319,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[51,11],"tags":[18,65,23],"class_list":["post-2118","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advice","category-marketing","tag-affiliate-marketing","tag-google-analytics","tag-link-shortening"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com 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