What Are UTM Parameters, Why Do They Matter, and How Do You Use Them?

Safalta expert Published by: Saumya Sahoo Updated Thu, 29 Dec 2022 01:17 AM IST

Highlights

A UTM or Urchin tracking module is simply an extension added to the URL. This simple change allows you to track certain details about your campaigns in Google Analytics or similar programs.

Introduction

UTM tracking provides an unprecedented level of accuracy in identifying where your traffic is coming from. With UTM parameters set properly, a marketer can see if a visitor came from a particular Facebook post, article, ad campaign, email, etc. By seeing who is engaging with your brand and from where, marketers can measure attribution, test A/B content, and use UTM parameters to optimize spending. 

Read more: How to build a Website Forum and create your own online community 

UTM parameters

Go beyond the standard information provided by Google Analytics. One way to collect detailed performance data is through UTM. This amazingly streamlined feature allows for more intimate link tracking.

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Source: safalta

A UTM or Urchin tracking module is simply an extension added to the URL. This simple change allows you to track certain details about your campaigns in Google Analytics or similar programs. These additional texts tell analytics tools a little more information about the link. UTM helps determine the exact origin of a link and the performance of that particular link.

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Why do UTM parameters matter?

If you spend a lot of time posting to social media, running AdWords campaigns, or sharing content, you'll get traffic from hundreds of different URLs per day. But how do you know which social media posts generated the most traffic? Can you quickly see which campaigns generated the most conversions over time? Using UTM parameters You can then compare and measure the performance of your campaigns across different media and channels over time. Combining UTM parameters with a web analytics solution like Woopra, you'll find: Where are my visitors from? How to find me? What happens after they are involved in my campaign

How Do You Use Them?

A URL containing a UTM code works like any other clickable link. However, when a user clicks on the link, Google Analytics will use the UTM tag of her choice to distinguish each URL from the others. Google uses its UTM parameters to track all the usual data about link clicks, such as the number of visitors, traffic sources, conversions, etc.

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Stages

A UTM code has 5 tags, the last two are optional.
Source (utm_source): Source indicates the source of the visitor, such as Google, Facebook, Twitter, or an email marketing provider.
Medium (utm_medium): Used to identify the medium of the traffic. Examples: email, social media, and advertising.
Campaign (utm_campaign): Add a meaningful identifier to your initiative here. Examples: newsletters, spring sales, new product launches.
Term (utm_term): If you're running pay-per-click (PPC) advertising, this tag helps you identify paid keywords that are contributing to your traffic.
Content (utm_content): Use this tag to describe the clicked element.

Also, have a look into this- What does data analyst do? Explain skills

Why do UTM parameters matter?

If you spend a lot of time posting to social media, running AdWords campaigns, or sharing content, you'll get traffic from hundreds of different URLs per day. But how do you know which social media posts generated the most traffic? Can you quickly see which campaigns generated the most conversions over time? Using UTM parameters You can then compare and measure the performance of your campaigns across different media and channels over time. Combining UTM parameters with a web analytics solution like Woopra, you'll find: Where are my visitors from? How to find me? What happens after they are involved in my campaign

How Do You Use Them?

A URL containing a UTM code works like any other clickable link. However, when a user clicks on the link, Google Analytics will use the UTM tag of her choice to distinguish each URL from the others. Google uses its UTM parameters to track all the usual data about link clicks, such as the number of visitors, traffic sources, conversions, etc.
Stages
A UTM code has 5 tags, the last two are optional.
Source (utm_source): Source indicates the source of the visitor, such as Google, Facebook, Twitter, or an email marketing provider.
Medium (utm_medium): Used to identify the medium of the traffic. Examples: email, social media, and advertising.
Campaign (utm_campaign): Add a meaningful identifier to your initiative here. Examples: newsletters, spring sales, new product launches.
Term (utm_term): If you're running pay-per-click (PPC) advertising, this tag helps you identify paid keywords that are contributing to your traffic.
Content (utm_content): Use this tag to describe the clicked element.

What are UTM parameters?

Go beyond the standard information provided by Google Analytics. One way to collect detailed performance data is through UTM. This amazingly streamlined feature allows for more intimate link tracking. A UTM or Urchin tracking module is simply an extension added to the URL. This simple change allows you to track certain details about your campaigns in Google Analytics or similar programs. These additional texts tell analytics tools a little more information about the link. UTM helps determine the exact origin of a link and the performance of that particular link.

Benefits of UTM parameters.

UTM tracking provides an unprecedented level of accuracy in identifying where your traffic is coming from. With UTM parameters set properly, a marketer can see if a visitor came from a particular Facebook post, article, ad campaign, email, etc. By seeing who is engaging with your brand and from where, marketers can measure attribution, test A/B content, and use UTM parameters to optimize spending.

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