What Is UTM Parameter
UTM parameters are simply tags that you add to the end of a URL to track specific metrics in Google Analytics. Adding these parameters to your URLs lets you track how users interact with your website and better understand which marketing campaigns are driving results.
There are five different UTM parameters that you can use:
Source: The source is the name of the website, app, or campaign your traffic is coming from. For example, if you're running a Facebook ad campaign, you would tag the URL with "Facebook" as the source.
Medium: The medium is the channel that drives traffic to your site. For example, if you're running a paid search campaign, you would tag the URL with "Paid Search" as the medium.
Campaign: The campaign is the specific name of your marketing campaign. This could be something like "Spring Sale" or "Black Friday Deals."
Term: The term is the keyword you're targeting in your marketing campaign.
Content: The content is used to differentiate similar pieces of content within the same campaign. For example, if you're running a Facebook ad campaign with two different ads, you would use the content parameter to distinguish between the two ads.
Why Are UTM Parameters Important?
UTM parameters are important because they give insights into how users interact with your website. Tracking these parameters allows you to see which campaigns are driving results and adjust your marketing strategy accordingly.
For example, let's say that you're running a paid search campaign and you notice that the traffic from your ads is not converting into sales. However, when you look at your Google Analytics data, you see that the traffic from your ads is actually going to your product pages and viewing them for a long time.
In this case, you would know that your paid search campaign is working but that there might be an issue with your product pages. This information would allow you to make the necessary changes to improve conversions.
Without UTM parameters, tracking this data and understanding how users interact with your website would be much harder.
What Are the Benefits of Using UTM Parameters
There are many benefits of using UTM parameters, including:
Better data: UTM parameters give insights into how users interact with your website. This data can help you understand which marketing campaigns are working and which ones need to be improved.
Greater control: With UTM parameters, you have greater control over your marketing campaigns. You can track specific metrics and adjust your strategy accordingly.
Improved ROI: By understanding which marketing campaigns are driving results, you can allocate your resources more effectively and see a better return on investment for your marketing efforts.
How to Use UTM Parameters
Adding UTM parameters to your URLs is a fairly simple process. First, you need to identify the URL that you want to track. Then, you need to add the appropriate parameter to the end of the URL.
For example, let's say that you want to track a Facebook ad campaign. The URL for your ad might look something like this:
To add UTM parameters, you would simply add them to the end of the URL like this:
As you can see, each UTM parameter is followed by an equals sign and then the parameter's value. In this example, the utm_source is set to "facebook" and the utm_medium is set to "paid_search".
You can add as many or as few UTM parameters as you want. However, it's generally best to use only the parameters relevant to your campaign.