![]() ![]() If you don’t tag your URLs with UTM parameters distinct to each channel and campaign, it’s virtually impossible to differentiate the traffic sources that feed your site. If you’re engaged in any of the following lead-generation tactics, you need to understand how each initiative is contributing to your overall website traffic: ![]() Website users come from different sources. Use utm_content to differentiate ads or links that point to the same URL. Used for A/B testing and content-targeted ads. Use utm_term to note the keywords for this ad. Use utm_campaign to identify a specific product promotion or strategic campaign. Use utm_medium to identify a medium such as email or cost-per-click. Use utm_source to identify a search engine, newsletter name, or other source. In total there are five possible parameters-campaign source, campaign medium, campaign name, campaign term, and campaign content-that can be tracked in any order with the corresponding codes below: Campaign Source (utm_source) With UTM, it’s easier to attribute success and understand what works (and what doesn’t), which in turn sheds light on the effectiveness of digital campaigns, especially in terms of channel-specific traffic and ROI. ![]() With UTM parameters implemented, digital marketers can more effectively measure their performance and understand a given audience’s online behaviors and preferences. UTM actually stands for “Urchin Tracking Module” because they were first introduced by Urchin-one of the pioneers of web analytics software-before it was acquired by Google in 2005 and transformed into Google Analytics, which is now one of the most popular web analytics tools in our industry.Ī campaign URL or tracking code consists of a base URL and a query string the query string being the UTM codes you attach to the base URL to track the various attributes of your incoming traffic. UTM parameters are, very simply, the query string added to the end of a URL to track where visitors come from. If it’s not, consider this a timely refresher-and don’t miss our best practice tips and tricks below! What are UTM parameters? But what are they? And why do they matter? If UTM tracking is new to you, it’s time to get in the game. UTM parameters are a frequent topic of discussion in digital. ![]()
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