UTM (Urchin Tracking Module) parameters – What are they for?
By tagging your URLs with UTMs, you can get a good understanding of how site users interact with your website.
Using this template across your marketing team will help your business because:
- It is important to include UTMs when developing your marketing campaigns in order to measure the effectiveness of your messaging and different marketing channels.
- Your marketing team needs to have a single view of UTMs used across the different campaigns, in order to maintain consistency for easier reporting down the line.
- Individually creating UTMs can be time-consuming.
There are 5 parameters you can add to your URLs:
utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example: google, newsletter4, billboard.
utm_medium: The advertising or marketing medium, for example: cpc, banner, email newsletter.
utm_campaign: The individual campaign name, slogan, promo code, etc. for a product.
utm_term: Identify paid search keywords. If you’re manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.
utm_content: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.
Each parameter must be paired with a value that you assign. Each parameter-value pair then contains campaign-related information