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UTM Parameters: A Simple Guide

December 9, 2023
5 min read

UTM parameters are snippets of code that you can add to the end of a URL to track the source, medium, and campaign of your website traffic. This information can be used to measure the effectiveness of your marketing campaigns and make better decisions about your future marketing efforts.

There are five UTM parameters:

  • utm_source: This parameter identifies the source of the traffic, such as Google AdWords, Facebook, or an email campaign.
  • utm_medium: This parameter identifies the medium of the traffic, such as a search engine, social media, or email.
  • utm_campaign: This parameter identifies the specific campaign that the traffic is coming from.
  • utm_term: This parameter identifies the specific keyword or phrase that the traffic is coming from.
  • utm_content: This parameter identifies the specific element of the campaign that the traffic is coming from, such as a specific ad or landing page.

To add UTM parameters to a URL, you can use the Google UTM Builder. Simply enter the URL of the page you want to track and the UTM parameters you want to use. The builder will then generate a new URL with the UTM parameters appended.

Once you have added UTM parameters to your URLs, you can track your website traffic in Google Analytics. In Google Analytics, go to Acquisition > All Traffic > Source/Medium. This report will show you the source, medium, and campaign of your website traffic.

UTM parameters are a powerful tool that can help you measure the effectiveness of your marketing campaigns. By tracking your website traffic, you can see which campaigns are working and which ones need improvement. This information can help you make better decisions about your future marketing efforts and improve your ROI.

Here are some additional tips for using UTM parameters:

  • Use unique UTM parameters for each campaign. This will help you track the performance of each campaign individually.
  • Use relevant UTM parameters. The UTM parameters you use should be specific to the campaign you are tracking.
  • Don't use UTM parameters for malicious purposes. UTM parameters can be used to track traffic, but they should not be used to track personal information or to track traffic for illegal purposes.

By following these tips, you can use UTM parameters to track your website traffic and measure the effectiveness of your marketing campaigns. See for yourself and sign up for a free 14-day trial.

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