{"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\/fr\/blog\/urchin-tracking-modules\/","title":{"rendered":"3 fa\u00e7ons dont les modules de suivi des oursins peuvent am\u00e9liorer vos campagnes 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\">Contenu<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69e776d01d424\" 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-69e776d01d424\"  aria-label=\"Toggle\" \/><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\/fr\/blog\/urchin-tracking-modules\/#What_Urchin_Tracking_Modules_Are\" >Ce que sont les modules de suivi 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\/fr\/blog\/urchin-tracking-modules\/#3_Ways_%E2%80%98Urchin_Tracking_Modules_Can_Improve_Your_Marketing_Campaigns\" >3 fa\u00e7ons dont les modules de suivi des oursins peuvent am\u00e9liorer vos campagnes 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\/fr\/blog\/urchin-tracking-modules\/#1_They_Help_Keep_Track_of_Traffic_Sources\" >1. Ils permettent de suivre les sources de trafic<\/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\/fr\/blog\/urchin-tracking-modules\/#2_They_Can_Enable_You_to_Monitor_Conversions\" >2. Ils peuvent vous permettre de contr\u00f4ler les conversions<\/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\/fr\/blog\/urchin-tracking-modules\/#3_They_Will_Help_You_to_Compare_Link_and_Advertisement_Placements\" >3. Ils vous aideront \u00e0 comparer les placements de liens et de publicit\u00e9s<\/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\/fr\/blog\/urchin-tracking-modules\/#How_to_Use_Urchin_Tracking_Modules_with_PrettyLinks\" >Comment utiliser les modules de suivi Urchin avec 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\/fr\/blog\/urchin-tracking-modules\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n\t<p>Suivi de vos campagnes commerciales - y compris celles qui concernent les <a href=\"https:\/\/prettylinks.com\/fr\/blog\/effective-social-media-marketing-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">m\u00e9dias sociaux<\/a> ou dans votre lettre d'information \u00e9lectronique - est essentiel pour tirer le meilleur parti de vos efforts de marketing. Sans suivi, il est impossible de mesurer, de comprendre et de reproduire des campagnes r\u00e9ussies. Malheureusement, certaines campagnes sont difficiles \u00e0 suivre.<\/p>\n<p>C'est l\u00e0 que les\u00a0<a href=\"https:\/\/support.google.com\/urchin\/answer\/28307?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Modules de suivi Urchin (UTM)<\/a> entrent en ligne de compte. Cet outil astucieux permet de diff\u00e9rencier vos liens, ce qui facilite le suivi de toutes vos campagnes, m\u00eame celles men\u00e9es sur les m\u00e9dias sociaux et dans vos lettres d'information.<\/p>\n<p>Dans cet article, nous allons vous pr\u00e9senter les UTM et vous montrer trois fa\u00e7ons dont ils peuvent vous aider \u00e0 am\u00e9liorer vos campagnes de marketing. Nous vous expliquerons ensuite comment vous pouvez facilement utiliser les UTM en conjonction avec <a href=\"https:\/\/prettylinks.com\/fr\/about\/\" target=\"_blank\" rel=\"noopener noreferrer\">PrettyLinks<\/a>. C'est parti !<\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_Urchin_Tracking_Modules_Are\"><\/span>Ce que sont les modules de suivi 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 code Urchin Tracking Module (UTM) plac\u00e9 \u00e0 la fin d&#039;une URL\" width=\"800\" height=\"49\" \/><figcaption align=\"center\">Un code UTM (Urchin Tracking Module) plac\u00e9 \u00e0 la fin d'une URL.<\/figcaption><\/p>\n<p>En termes simples, les UTM sont des codes plac\u00e9s \u00e0 la fin d'une URL. Ils permettent de suivre diff\u00e9rents types d'informations, notamment la source du trafic, les termes de recherche et le support (courriel ou m\u00e9dias sociaux, par exemple). Les UTM ont d'abord \u00e9t\u00e9 un outil tiers, mais ils font d\u00e9sormais partie int\u00e9grante de la strat\u00e9gie de marketing en ligne. <a href=\"http:\/\/analytics.google.com\">Google Analytics<\/a>,<\/p>\n<p>En tant qu'outil de marketing, les UTM peuvent \u00eatre b\u00e9n\u00e9fiques \u00e0 bien des \u00e9gards. Vous pouvez :<\/p>\n<ul>\n<li>Moniteur\u00a0<a href=\"http:\/\/www.dummies.com\/business\/marketing\/3-major-types-digital-marketing-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">diverses campagnes<\/a>.<\/li>\n<li>Suivre les comportements de l'audience.<\/li>\n<li><a href=\"https:\/\/prettylinks.com\/fr\/blog\/ab-testing-how-to-do-it\/\" target=\"_blank\" rel=\"noopener noreferrer\">Test A\/B<\/a> vos campagnes.<\/li>\n<\/ul>\n<p>Dans l'ensemble, les UTM sont un excellent outil \u00e0 poss\u00e9der dans votre arsenal. Ils sont flexibles et faciles \u00e0 utiliser et, de plus, ils peuvent \u00eatre modifi\u00e9s en fonction de vos objectifs.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Ways_%E2%80%98Urchin_Tracking_Modules_Can_Improve_Your_Marketing_Campaigns\"><\/span>3 fa\u00e7ons dont les modules de suivi des oursins peuvent am\u00e9liorer vos campagnes de marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Les UTM peuvent \u00eatre un outil pr\u00e9cieux dans la planification et la mise en \u0153uvre de vos campagnes. Examinons trois fa\u00e7ons sp\u00e9cifiques dont ils peuvent vous aider \u00e0 am\u00e9liorer vos campagnes de marketing.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_They_Help_Keep_Track_of_Traffic_Sources\"><\/span>1. Ils permettent de suivre les sources de trafic<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Le suivi de vos sources de trafic - telles que les r\u00e9sultats des moteurs de recherche, les r\u00e9f\u00e9rences et les m\u00e9dias sociaux - vous permet de voir o\u00f9 vos campagnes g\u00e9n\u00e8rent le plus de clics. Vous pouvez ainsi maximiser vos efforts de marketing : concentrez-vous sur les sources qui g\u00e9n\u00e8rent le plus de clics. <a href=\"https:\/\/prettylinks.com\/fr\/blog\/high-quality-traffic-affiliate-marketing-site\/\" target=\"_blank\" rel=\"noopener noreferrer\">un trafic de qualit\u00e9<\/a>et \u00e9viter de perdre du temps avec ceux qui ne le font pas.<\/p>\n<p>Pour suivre les sources de trafic \u00e0 l'aide des UTM, vous devez utiliser un fichier <a href=\"https:\/\/en.wikipedia.org\/wiki\/UTM_parameters#UTM_parameters\" target=\"_blank\" rel=\"noopener noreferrer\">Param\u00e8tre source<\/a>. Il s'agit de conditions qui indiquent ce qui doit \u00eatre suivi, comme les sources de trafic, les campagnes et les termes de recherche. Vous pouvez <a href=\"https:\/\/support.google.com\/analytics\/answer\/1033863?hl=en#cc-set-up\" target=\"_blank\" rel=\"noopener noreferrer\">ajouter le param\u00e8tre source<\/a> \u00e0 votre UTM manuellement, bien que nous pr\u00e9f\u00e9rions un outil d\u00e9di\u00e9 tel que le\u00a0<a href=\"https:\/\/ga-dev-tools.appspot.com\/campaign-url-builder\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cr\u00e9ateur d'URL de campagne<\/a>:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2017\/07\/campaign-source.jpg\" alt=\"Champ de la source de la campagne dans le constructeur d&#039;URL de campagne de Google Analytics\" width=\"800\" height=\"226\" \/><\/p>\n<p>Une fois la source ajout\u00e9e, elle sera incorpor\u00e9e dans une URL contenant le code UTM. Ajoutez cette URL \u00e0 vos liens (que nous d\u00e9crirons en d\u00e9tail ci-dessous) et vous pourrez voir quelles campagnes envoient le plus de trafic, ainsi que celles qui n\u00e9cessitent un peu plus de travail.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_They_Can_Enable_You_to_Monitor_Conversions\"><\/span>2. Ils peuvent vous permettre de contr\u00f4ler les conversions<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Les conversions se produisent lorsque les visiteurs atteignent un objectif sp\u00e9cifique. Lorsque vous <a href=\"https:\/\/www.searchenginejournal.com\/10-best-ways-use-utm-codes-conversion-tracking\/173841\/\" target=\"_blank\" rel=\"noopener noreferrer\">les contr\u00f4ler<\/a>En suivant les conversions, vous pouvez savoir quelles sont les campagnes les plus utiles. Pour les annonces payantes et les autres campagnes, le suivi des conversions permet de d\u00e9terminer si vous gaspillez votre argent (ou si vous pouvez le d\u00e9penser \u00e0 meilleur escient). La mise en place d'UTM permet de contr\u00f4ler les conversions de ces campagnes difficiles \u00e0 suivre. Voici comment proc\u00e9der :<\/p>\n<p>Premi\u00e8rement,\u00a0<a href=\"https:\/\/support.google.com\/analytics\/answer\/1032415?hl=en#create_or_edit_goals\" target=\"_blank\" rel=\"noopener noreferrer\">fixez vos objectifs<\/a> dans Google Analytics. Avec le bon <a href=\"http:\/\/online-metrics.com\/analytics-goals\/\" target=\"_blank\" rel=\"noopener noreferrer\">plan de mesure<\/a> en place, vous pouvez utiliser les UTM pour suivre les objectifs qui vous int\u00e9ressent le plus. Par exemple, vous pouvez suivre la destination, la dur\u00e9e ou les pages par session de visiteurs :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2017\/07\/google-analytics-goal.jpg\" alt=\"La page de cr\u00e9ation d&#039;objectifs dans Google Analytics\" width=\"800\" height=\"375\" \/><\/p>\n<p>Ensuite, vous cr\u00e9erez votre lien unique avec un ou plusieurs UTM (comme expliqu\u00e9 ci-dessous). Une fois que votre lien a eu le temps de collecter des informations, vous pouvez voir dans quelle mesure il atteint votre objectif gr\u00e2ce \u00e0 la fonction de suivi de Google Analytics.\u00a0<em>Campagnes<\/em> onglet (<i>Acquisitions<\/i> &gt; <i>Campagnes<\/i>):<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2017\/07\/goal-link-tracking.png\" alt=\"La page de la campagne Google Analytics\" width=\"800\" height=\"426\" \/><\/p>\n<p>Ici, vous pouvez suivre les <a href=\"https:\/\/en.wikipedia.org\/wiki\/Conversion_marketing#Conversion_rate\" target=\"_blank\" rel=\"noopener noreferrer\">taux de conversion<\/a> de chaque lien UTM unique pour chacun de vos objectifs, et apportez des modifications en fonction des r\u00e9sultats.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_They_Will_Help_You_to_Compare_Link_and_Advertisement_Placements\"><\/span>3. Ils vous aideront \u00e0 comparer les placements de liens et de publicit\u00e9s<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Les liens et les publicit\u00e9s peuvent constituer une part importante des campagnes de marketing. Toutefois, leur emplacement peut jouer un r\u00f4le important dans leur r\u00e9ussite. L'un des moyens de d\u00e9terminer leur meilleur emplacement consiste \u00e0 <a href=\"https:\/\/conversionsciences.com\/blog\/ab-testing-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">Tests A\/B (ou \"split\")<\/a>. Le processus habituel pour ce faire peut \u00eatre un peu complexe, surtout si vous souhaitez suivre d'autres aspects de votre campagne en m\u00eame temps. Heureusement, les UTM vous offrent cette possibilit\u00e9 avec tr\u00e8s peu d'efforts. Tout ce qu'il faut, c'est une simple modification de votre code UTM.<\/p>\n<p>Tout comme vous pouvez attribuer un param\u00e8tre de source \u00e0 vos UTM, vous pouvez \u00e9galement\u00a0<a href=\"https:\/\/blog.kissmetrics.com\/how-to-use-utm-parameters\/\" target=\"_blank\" rel=\"noopener noreferrer\">en assigner un pour le contenu<\/a>. Gr\u00e2ce \u00e0 ce param\u00e8tre, vous pouvez diff\u00e9rencier les annonces et les liens \u00e0 des fins de comparaison :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2017\/07\/campaign-content.jpg\" alt=\"Le cr\u00e9ateur d&#039;URL pour les campagnes Google Analytics\" width=\"800\" height=\"669\" \/><\/p>\n<p>Lorsque vous nommez chaque annonce et chaque lien, nous vous recommandons de conserver une liste r\u00e9capitulative dans une feuille de calcul ou un autre document afin de pouvoir comprendre plus facilement les r\u00e9sultats.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_Use_Urchin_Tracking_Modules_with_PrettyLinks\"><\/span>Comment utiliser les modules de suivi Urchin avec <a href=\"https:\/\/prettylinks.com\/fr\/\" 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=\"Capture d&#039;\u00e9cran de PrettyLinks\" width=\"800\" height=\"160\" \/><\/p>\n<p>Voyons maintenant comment vous pouvez facilement ajouter des UTM \u00e0 vos liens. En utilisant <a href=\"https:\/\/prettylinks.com\/fr\/\" target=\"_blank\" rel=\"noopener noreferrer\">PrettyLinks<\/a>Non seulement vous pouvez <a href=\"https:\/\/prettylinks.com\/fr\/blog\/the-pros-and-cons-of-link-shortening\/\" target=\"_blank\" rel=\"noopener noreferrer\">raccourcir et marquer<\/a> vos liens, mais vous pouvez aussi facilement ajouter des UTM personnalis\u00e9s \u00e0 ces jolis liens.<\/p>\n<p>Pour ce faire, construisez votre UTM comme expliqu\u00e9 pr\u00e9c\u00e9demment. Si l'UTM n'est pas sp\u00e9cifique \u00e0 un lien, vous pouvez l'appliquer \u00e0 n'importe quel PrettyLinks. Toutefois, si vous avez d\u00e9fini un param\u00e8tre sp\u00e9cifique \u00e0 un lien, veillez \u00e0 l'appliquer au bon lien en choisissant dans votre liste, qui peut \u00eatre consult\u00e9e en naviguant vers <i>PrettyLinks <\/i>&gt;<i> PrettyLinks <\/i>dans votre tableau de bord WordPress.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2017\/07\/edit-pretty-link.jpg\" alt=\"La page Modifier le lien dans PrettyLinks\" width=\"800\" height=\"193\" \/><\/p>\n<p>Ensuite, il suffit d'ajouter l'URL qui contient votre UTM au fichier <i>URL cible <\/i>dans le champ <i>Modifier le lien<\/i> page. Votre joli lien restera le m\u00eame !<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Gr\u00e2ce aux UTM, vous avez d\u00e9sormais la possibilit\u00e9 de suivre et d'am\u00e9liorer vos campagnes de marketing. Cela vous permettra de maximiser vos efforts actuels et d'am\u00e9liorer les performances de vos campagnes \u00e0 l'avenir.<\/p>\n<p>Dans cet article, nous avons pr\u00e9sent\u00e9 les UTM, d\u00e9crit trois fa\u00e7ons dont ils peuvent am\u00e9liorer vos campagnes de marketing et montr\u00e9 comment les utiliser avec PrettyLinks. Pour r\u00e9sumer rapidement, les UTM :<\/p>\n<ol>\n<li>Vous permettent de suivre les sources de trafic.<\/li>\n<li>Vous permettre de suivre les conversions.<\/li>\n<li>Vous aider \u00e0 comparer les liens et les placements publicitaires.<\/li>\n<\/ol>\n<p>Avez-vous des questions sur l'utilisation des modules de suivi Urchin sur votre site web, ou sur leur utilisation avec PrettyLinks ? N'h\u00e9sitez pas \u00e0 nous en faire part dans la section des commentaires ci-dessous !<\/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 - 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