If you’re a marketer, you’ve probably heard about UTM parameters. These are strings of characters you can put in online ad URLs, and they can help you keep track of the source, medium, and campaign of a visitor to your website. The goal of UTM parameters is to improve the ability to track marketing campaigns and conversions.
I use Google Analytics to track my marketing campaign performance, and one of the most useful things I have found is the list of UTM parameters . Setting UTM parameters allow you to track each channel you are using for marketing purposes, so you can see where you are getting the most leads, and where you need to focus your efforts.
In short, UTM parameters are a simple but powerful way to measure your marketing performance.
A quick way to generate your URL with UTM parameters is to use a campaign URL builder.
Apart from your URL, here are the five form fields and their corresponding lists of possible UTM parameter values.
Campaign Source
The platform where the traffic originates. Here are some possible campaign sources:
- newsletter
- website
- youtube
Campaign Medium
You can use this parameter to identify the medium that traffic is coming from. Examples are:
- affiliate
- banner
- button
- cpc (cost per click)
- cpm
- organic
- post
- profile
- qr code
- social media
Campaign Name
This field is just to identify the specific campaign. This would be useful to differentiate between multiple campaigns in the same source or medium.
You can name it anything you want, as long as you can identify it.
Campaign Term
We use campaign term mainly for tracking keywords in a paid Google ads (or Bing or any other paid search) campaign. You can also use it in display ad campaigns to identify certain aspects of your audience.
Campaign Content
If you are split testing ads, landing pages, or any other creatives, this would be a useful metric that tells you which variation is performing better. You can also use it to differentiate different links that point to the same URL.
Again, name it anything you want as long as you can identify it afterwards. For example, “ad01”, “ad02”, etc.
Hope this is useful!