Are you using UTM parameters?
Jul 21
Google Analtyics UTM

Are you using UTM parameters?

Urchin Tracking Module, or UTM for short, is a parameter marketers can add to the end of an URL. The parameter sends data back to Google Analytics once a link is clicked. Google has built in functionality to track referral channels but it can be challenging to tell which source is driving traffic for which campaign. That is it where UTMs come in.

UTMs allow you to dissect Google Analytics Data even further. UTMs tell you not only which campaigns are or aren’t working, but also which tweets and emails are driving traffic to your website.

UTMs have 3 required elements.

utm url structure

 
Campaign – Overall campaign (Spring Sale, Free Shipping)
 
Medium – Used to identify the marketing medium used to refer traffic (CPC, Email, Display, Retargeting)
 
Source – Describes where the traffic is coming from (Newsletter, Facebook)

Optional UTM elements

Term – Used in paid search to identify the keywords

Content –  specifics additional information to help differentiate ads or for A/B tests

UTM_utm chart

Parameters are case sensitive so make sure keep it consistent. It is worth setting up a reference document to help you remember.
 
You can collect data from UTMs on the site where you have your Google Analytics code installed. For example, you wouldn’t be able to collect how people are getting to your Facebook page.
Google offers a UTM Builder that will generate a link for you to use

Conclusion

UTMs are a quick and easy way to get more information about of Google Analytics. They are a great way to interpret data to better determining which campaigns and sources are performing best.

About The Author

I believe in the power of taking complex problems and creating big ideas that are compellingly simple, holistically pushing every idea to the extreme.