With social recruiting, you can attract top talent to your company and make your HR processes more efficient.

As Growth Marketers, we also try to track what others cannot measure.

In today’s post, we’ll show you an example of this:

We use the concept of the “dark” influence of Meta advertising campaigns. While it may sound ominous, it’s quite common in digital marketing. It refers to the fact that the direct effects of your campaigns, especially on social media platforms, are not immediately measurable and, therefore, remain hidden.

What are UTM Parameters?
UTM Parameters (Urchin Traffic Monitor), also known as UTM tags or codes, are customizable snippets of text that allow analytics software like Google Analytics and Autopilot to track campaign traffic. In simple terms, a UTM code is a snippet of text that helps you monitor the success of various web content. Appending UTM parameters to the end of a URL can help answer questions such as: What is the traffic source? (e.g., Facebook, Twitter) What keywords brought the user to your website? (e.g., utm_term=growth+hacking+tips). If you have multiple links on a page leading to the same URL, for example, a landing page with two CTA buttons, the code utm_content can help you analyze their individual performance.