UTM parameters are simply tags you add to a URL — when your link is clicked, the tag data is sent back to Google Analytics and tracked there. With UTM parameters, you can tag your links to gauge the effectiveness of your campaigns and identify the best ways to drive more visitors to your website.

What Makes Up a UTM Tagged URL

  • Campaign Source (utm_source) – Required parameter to identify the source of your traffic such as: search engine, newsletter, or other referral.

  • Campaign Medium (utm_medium) – Required parameter to identify the medium the link was used upon such as: email, CPC, or other method of sharing.

  • Campaign Term (utm_term) – Optional parameter suggested for paid search to identify keywords for your ad. You can skip this for Google AdWords if you have connected your AdWords and Analytics accounts and use the auto-tagging feature instead (which is default for AdWords/Analytics connection)

  • Campaign Content (utm_content) – Optional parameter for additional details for A/B testing and content-targeted ads.

  • Campaign Name (utm_campaign) – Required parameter to identify a specific product promotion or strategic campaign such as a spring sale or other promotion.

 The 3 primary parameters you need to consider are MEDIUM, SOURCE, and CAMPAIGN.

The most important thing to consider here is consistency: this means CONSISTENCY in naming conventions across campaigns and CONSISTENCY in spelling and letter case when creating UTM tagged links.

 Moving forward, when we run a campaign anywhere, we need to tag any URLs used in that campaign with UTM parameters: Please see example below. Say we’re running a “New Year Promotion” campaign that sends traffic to a landing page that captures leads through a “Book a Demo” CTA (the landing page and how we capture leads doesn’t matter), and say we’re promoting this campaign through Facebook ads and an email newsletter. We would tag links coming from those platforms as follows:

FACEBOOK: UTM_Source = “facebook”
UTM_Medium = “cpc”
UTM_Campaign = “new year promotion 2017”

Final URL for Facebook:
www.agentfire.com/landing-page?utm_source=facebook&utm_medium=cpc&utm_campaign=new-year-promotion-2017 EMAIL: UTM_Source = “newsletter”
UTM_Medium = “email”
UTM_Campaign = “new year promotion 2017”Final URL for Newsletter:

The Main Takeaways

  • The SOURCE is the origin of your traffic

  • The MEDIUM is the general category of the source

  • The CAMPAIGN is whatever you’re calling your campaign, and should be consistent across all advertising channels

  • Keep all text lowercase and make sure spelling is correct for consistency, otherwise data will be compromised

 When links are set up as described above, data will flow you your Google Analytics account and you can view data on various metrics for your campaigns in the report under ACQUISITION > CAMPAIGNS. You can filter by source, medium, or segment by campaign name to see how your campaign is performing across all sources (including conversion data in correlation to said campaign)

*You can build your own UTM tagged link at https://ga-dev-tools.appspot.com/campaign-url-builder/

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