What are UTM Parameters? | All You Need to Know

What are UTM parameters?

  • If a user visits your website link through Google ad, then you can mention Source as google.
  • If a user visits your website link through a post on Facebook, you can mention Source as facebook.
  • In some cases, Google Analytics cannot determine the origin of your website traffic; then, it will report the Source as ‘direct’
  • Organic (non-paid traffic from search engines)
  • CPC/PPC (paid traffic from search engines)
  • Referral (a link from another website)
  • Email (link from an online email tool such as Yahoo or Gmail)
  • Social (link from a social media site)
  • None (direct traffic)
  • www.website.com/product1 — This is the web page URL for which you want to track the traffic.
  • ? — this tells your browser that everything after this point is just data.
  • utm_source= facebook — In this example we have defined “facebook” as our UTM Source. This is the platform from where the traffic is coming to your website. e.g. If we are running a traffic campaign on Facebook to bring users to our landing page.
  • & — this informs our marketing tools that we have finished defining the previous UTM and we are about to start a new one.
  • utm_medium= cpm — In this example we have defined the UTM Medium as “cpm”. This means that the traffic is coming from a paid Facebook ad campaign.
  • utm_campaign=diwali launch — In this example we have defined the UTM Campaign as “diwali%20 launch”. Since spaces can’t be used in a URL, the space is replaced with ‘%20’
  • utm_content=advertisment1 — In this example we have defined the UTM Content has “advertisment1” so we can track the performance of different ads we are running.

UTM Parameters Best Practices

  1. Develop a Standard Naming Convention for UTM Parameters
  • Stay consistent with lowercase throughout all of your campaigns. For example, utm_source=Facebook is different from utm_source=facebook.
  • Use dashes over underscores, percentage (representation for spaces inside GA), and plus signs in your URLs.
  • Also, the UTM parameters are visible to the users in their address bars. So, be transparent and don’t use values that you don’t want to be seen by the user.
  • Track your UTMs in a spreadsheet. To keep your UTMs organized and consistent, it’s helpful to document the naming conventions you choose. While Google Analytics tracks the data related to your links, a separate document is useful for managing all your links and UTMs.
  • Tie your UTMs to marketing metrics. Put your data to use. Tie the data from your UTMs to marketing metrics that help you measure your results and marketing ROI. Track and monitor data like conversion rates, traffic, and sales driven by each of your unique links.
  • UTMs give you an opportunity to collect granular data that you can’t find without tags on individual links. But the data aren’t always perfect. Users can copy links and share them on other platforms, which can alter the data and provide incorrect metrics.

How UTM tracking works in Google Analytics?

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