What are UTM parameters?

What are UTM parameters?

28.Oct.2021

UTM parameters are a set of standardised URL parameters that most analytics platforms will recognise. Passed via the end of your URL, they pass data to Google Analytics or other analytics platforms which then report on the success of your marketing campaigns.

You might see them referred to online as UTM codes - which can be confusing because this also refers to code snippets in Google Ads (AdWords) set up to manage tracking URLs. We’ll be focusing this article on how you can use UTM parameters with website URLs - not AdWords tracking URLs.

If you want the quick answer , here is what each parameter does:

Source identifies where traffic comes from e.g. Facebook Campaign, Twitter Ad, LinkedIn ads etc medium identifies the type e.g. organic, email, social etc campaign identifies the name of your campaign term identifies what interests the person has clicked on content identifies how they found your website e.g. landing page, search term

 

If you want to learn more about using UTM parameters to track marketing campaigns , read on!</p>

<h2 style="clear: both;">What are UTM Parameters?</h2>

<p>UTM parameters are a set of standardised URL parameters that most analytics platforms will recognise. Passed via the end of your URL, they pass data to Google Analytics or other analytics platforms which then report on the success of your marketing campaigns.</p>

<p><strong>You might see them referred to online as UTM codes - which can be confusing because this also refers to code snippets in Google Ads (AdWords) set up to manage tracking URLs. We’ll be focusing this article on how you can use UTM parameters with website URLs - not AdWords tracking URLs.</strong></p>

<h2><strong><u>If you want the quick answer</u>, here is what each parameter does:</strong></h2>

<p><strong><u>Source</u>: identifies where traffic comes from e.g. Facebook Campaign, Twitter Ad, LinkedIn ads etc</strong></p>

<p><strong><u>medium</u>: identifies the type e.g. organic, email, social etc</strong></p>

<p><strong><u>campaign</u>: identifies the name of your campaign</strong></p>

<p><strong><u>term</u>: identifies what interests the person has clicked on</strong></p>

<p><strong><u>content</u>: identifies how they found your website e.g. landing page, search term </strong></p>

<h2 style="clear: both;">What value do UTM parameters provide?</h2>

<p>UTM parameters are used to track marketing campaigns - specifically where traffic is coming from, which medium it has come through (social, email), which campaign this traffic belongs to (for example, paid search) and the specific term that drove traffic to your website.</p>

<h2><strong><u>Why are they useful?</u></strong></h2>

<p>They allow you to see which campaigns are performing well e.g. ‘our Facebook ad is driving more qualified leads than our Twitter campaign’ or ‘our email newsletter is not generating as many leads as we expected’.</p>

<h2 style="clear: both;">What data do UTM parameters provide?</h2>

<p>UTM parameters will pass through campaign, medium, source and content data - depending on how you set up your UTM codes. For example, you can set up UTM parameters for organic traffic to send through campaign, source, medium and content data.</p>

<h2 style="clear: both;"><u>Check out the table below to see which UTM parameter sets what data.</u></h2>

<table class="table">

<thead>

</thead>

<tr><th>UTM Parameter</th><th>What it provides</th></tr>

<tr><td width="25%">Campaigns & Keywords</td><td width="75%" style="padding-left: 10px;">Source of referral e.g. Campaign name + keyword that generated the visit</td></tr>

<tr><td width="25%">Medium</td><td width="75%" style="padding-left: 10px;">Where did the traffic come from e.g. Social, Email etc.</td></tr>

<tr><td width="25%">Source</td><fed style="padding-left: 10px;"><strong>Why are UTM codes useful? how are they used in marketing campaigns? What value do UTM parameters provide? What data do UTM parameters provide? How to use UTM Parameters in Google Analytics - examples of common scenarios</li>

They allow you to see which campaigns are performing well e.g ‘our Facebook ad is driving more qualified leads than our Twitter campaign’ or ‘our email newsletter is not generating as many leads as we expected’.

They pass through campaign, medium, source and content data - depending on how you set up your UTM codes.</tr>

<tr><td width="25%">Content</td><td width="75%" style="padding-left: 10px;">What did the person click on e.g. Landing page term, search term etc.</td></tr>

<tr><td colspan="2" style="padding-left: 10px;"></td></tr>

</table>

utm_source=facebook&utm_medium=cpc&utm_campaign=new-customer-email-campaign&utm_content=landingpage

utm_term=holiday+rentals

utm_source=linkedin&utm_medium=cpc&utm_campaign=facebook-ads-campaign&utm_content=landingpage

How to use UTM Parameters in Google Analytics - examples of common scenarios:

 

You can set up UTM parameters for organic traffic to send through campaign, source, medium and content data.

If you want the quick answer here is what each parameter does: Source = identifies where traffic comes from e.g. Facebook Campaign, Twitter Ad, LinkedIn ads etc Medium = identifies the type e.g. organic, email, social etc Campaign = identifies the name of your marketing campaign Content = identifies the click term / link that drove traffic to your website and why it is useful: Source: You can identify where your Google Analytics referral traffic is coming from e.g. Facebook, Twitter, LinkedIn etc Medium: You can keep track of which channels drive traffic e.g. organic search, email marketing etc Campaign: Keeping track of which campaigns you run will allow you to see how much revenue each channel brings in and whether or not these meet KPIs for example sales goals etc. Content: This allows you to see what content people are clicking on and why they came to your site e.g ‘useful’ vs ‘curious’ page visit and use this in future campaigns i.e segment to identify lead generation / email acquisition targets.

How to use UTM Parameters in Google Analytics - examples of common scenarios:

 

The social media share links below provide a typical example of the different parameters being used. The article is also linked from a relevant landing page and a campaign name has been added to identify the specific marketing initiative this traffic was drawn from. https://www.youtube.com/watch?v=i2kRbIxQD4w&feature=youtu.be & utm_campaign="New-Customer-Email-Campaign" & utm_medium="cpc" & utm_source="facebook" & utm_content="landingpage"

https://www.youtube.com/watch?v=i2kRbIxQD4w&feature=youtu.be &utm_campaign="New-Customer-Email-Campaign" & utm_medium="cpc" & utm_source="linkedin" &utm_content="landingpage"