When working with digital marketing and optimizing websites, it is essential to have knowledge of utilizing UTM parameters in Google Analytics. UTM, also known as ‘Urchin Tracking Module’, is a basic code that is added to a personalized URL, allowing for tracking of source, medium, and campaign name. This feature enables Google Analytics to provide information on the origin of searchers and which campaign led them to your website.
1. Understanding UTM Parameters
Before diving into the implementation, you need to understand what UTM parameters are. There are five variants of UTM parameters:
- utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property
- 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
- utm_content: Used to differentiate similar content, or links within the same ad
2. Creating UTM Codes
Google has a Campaign URL Builder tool that can help you create these URLs. Simply fill in the required fields and it will generate a URL with the UTM parameters attached.
3. Implementing UTM Codes with Google Analytics
Once you’ve created your URL with UTM parameters, you can use this URL in your marketing and promotional efforts. When a user clicks on this link, the UTM parameters are sent to Google Analytics and tracked.
4. Viewing UTM Data in Google Analytics
In Google Analytics, you can view the data collected from UTM parameters by navigating to Acquisition > All Traffic > Source/Medium.
You can also create custom reports or dashboards to view the data, or use the ‘secondary dimension’ feature to view data by campaign, content or term.
5. Best Practices for Using UTM Parameters
Remember, use UTM parameters consistently and always use them in your marketing and promotional efforts. A good rule of thumb is to use them whenever you can control the link.
Note that UTM parameters are case sensitive, so it’s a good idea to decide on a naming convention and stick to it.
In conclusion, UTM parameters are a powerful tool that can help you understand where your traffic is coming from, and what campaigns are most effective. With a little bit of time and effort, you can greatly improve your marketing efforts.
