This tag especially comes in handy when testing the effectiveness of a particular ad or email or even CTA within an email. ![]() It indicates that this URL is reached by clicking the link in the following email, which reads: “Why 212 Rejections in a Year Was the Best Thing That Happened to Me:” For example, this utm code from the Freelancer reads “content=212rejections.” Beyond source and medium, you can even distinguish when one link in a piece of content is clicked over another. The utm_content showcases just how granular you can get with UTM parameters. Below, CXL has labeled this tag based on the date of the email newsletter campaign that drove traffic to the page: This would be the name that you’ve given your campaign. When the end of your URL contains a “utm_campaign” tag, it’s specifying the exact campaign that generated the visit. If “Google” were our utm_source, then our utm_medium would be “search.” If our utm_source were Facebook, our utm_medium would be “social.” Here’s an example from Spirit Airlines, which uses “utm_medium” to identify the traffic as coming from email: When you add “utm_medium” to the end of a URL, you’re identifying the channel that drove your traffic. Here’s an example a Wake Forest page that drives traffic from Facebook: Think of “source” to mean “site.” Which website brought the visitor to this page? Examples include: Facebook, Twitter, Google, Bing, etc. When you add “utm_source” to a URL, you’re tracking the source of your traffic. There are five main types, each able to track a different type of information: utm_source These extra bits of textual information, completely customizable, allow marketers to track and optimize campaigns. It’s how you navigate to specific pages within a domain.įinally, after all that, come the UTM parameters. This specifies to the server where to grab your desired information from. This can also include a subdomain, like in, which is the address for the Instapage help desk.įollowing the domain is the path. Next, there’s the domain, which, for this page, is Instapage. The “S” at the end of the second stands for “Secure,” meaning whatever follows that protocol has been secured for data transmission, as opposed to the standard HTTP://. First, there’s the protocol: HTTP or HTTPS. Your average URL consists of several components. Then, find reports on them in Google Analytics, which will offer all kinds of insights into their performance. Simply create your own and add them to the end of the URLs you want to track. How do UTM parameters work?įor the most part, using UTM parameters is a straightforward process. UTM parameters give marketers a way to narrow in on approaches that work, by keeping close tabs on each aspect of a campaign. At the very least, it involves analyzing data, determining your most valuable campaigns, mediums and channels, and adjusting your strategy accordingly.Įither way, tracking it all is an enormous hassle. Often, that means testing myriad approaches. You also have the task of creating effective campaigns for each experience. Facebook on Chrome on Android in the subway.Display network on Safari on iPad at home.A search engine in Firefox on desktop at work. ![]() As a marketer, you bear the seemingly impossible task of catering to every combination, like… Today, people access the internet from countless devices, locations, channels, browsers in a variety of situations. Here’s an example of what they look like:Īdding them to the end of a URL, like the one above, enables you to determine a lot about your visitors: which campaign they’re responding to, what email drives more clicks, which button produces more revenue, etc. They’re also known as UTM tags or UTM tracking codes. UTM (Urchin Tracking Model) parameters are customizable snippets of text added to a URL that enables software to track and optimize campaign traffic. And one of its central components, UTM parameters, remains one of the best tools to track data, sift through it, and improve marketing strategies. Nearly fifteen years later, it’s still the most popular platform among businesses looking to optimize digital campaigns. In 2005, Google purchased what would become known as the only “must-have” marketing software today: Google Analytics.
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