What are UTM parameters?
Jan. 15, 2019, 3:50 p.m.
UTM tags are an extremely functional element that streamlines web analytics. UTM, or Urchin Tracking Module, are special parameters that we can "stick" to a standard URL, thanks to which we gain the ability to accurately track traffic from individual sources in our website.
UTM tags were created by Urchin Software, which in 2005 was taken over by Google, thus giving birth to one of the most popular analytical tools in the world - Google Analytics. Simply marking links with UTM parameters is very easy. To do this, you can use the Campaign URL Builder, or the official Google wizard, install the plugin in your browser (eg WSiFi Google Analytics Tagger ™) or use many other wizards provided by various platforms (such wizard offers, among others, Facebook).
UTM tags are composed of the following elements:
# Source - according to the name, we define the source of incoming traffic, eg Facebook, Instagram, Google, etc. It is the only mandatory UTM parameter. The others are optional, but it is definitely worth using them.
# Medium - is used to indicate the type of movement. So we identify with it, for example, paid traffic, free traffic, traffic from newsletters, etc. The most popular tags are CPC, CPM, email, display, blog.
# Campaign - with this element we mark a specific campaign, eg summer-sale, black-friday, etc.
# Term - used to mark keywords. Due to the fact that keywords are mainly used in AdWords campaigns that offer automatic tagging, the Term parameter is extremely rarely used.
# Content - we use it to mark a specific ad. So if we run a campaign containing, for example, 10 advertising creations, giving each individual parameter content will allow us to identify the traffic generated by the given creative. This is an extremely useful, though often overlooked parameter.
It is worth emphasizing that UTM tags enable us to provide a precise and convenient analysis of website traffic, so parameters should be understood not only for us but also for other people who have access to Google Analytics.