If you leave utm_campaign and utm_medium off, the custom campaign tracking still works, but you’ll see “(not set)” as the value for those fields in Google Analytics.
However, according to Holini, only the source parameter is required: When you add parameters to a URL, you should always use utm_source, utm_medium, and utm_campaign. utm_term and utm_content are optional. utm_ is simply the required prefix for these parameters. The last two parameters – term and content – are optional fields that add further context to the tracking. There are five UTM parameters that you can append to a URL:Īccording to Google, the first three parameters – source, medium, and campaign – are required. Anything that comes after the “?” is considered a parameter.įrom a user point of view, the UTM parameters are ignored when directing them to a destination URL.īut behind the scenes, Google Analytics brings the UTM parameters into their platform and puts the values into the correct dimensions: source, medium, campaign, term, and content. UTM parameters are simply “tags” added to existing URLs. Plus, marketing apps, marketing automation tools, and CRMs handle these parameters, too. Most major analytics platforms support the use of UTM parameters, especially the source and medium tags. Provide precise data about where traffic and conversions come from.Help you track the value of marketing programs and campaigns.Let you run A/B split testing on different pieces of content.Organize incoming traffic into meaningful buckets.Identify sources of traffic and their properties.Content – Which link (ad, image, text, or button) works best.Term – Which keyword or search term is driving the most traffic.Campaign – Why the traffic is coming to my website.Medium – How the traffic is coming to my website.Source – Where the traffic is coming from.UTM parameters help you understand more about your website traffic. They provide more contextual information on how people interact with your content so that you can build better campaigns for your brand.
UTM parameters accurately track user engagement from outside sources within your analytics platform, such as Google Analytics.
Nowadays, most analytics tools, marketing apps, marketing automation tools, and CRMs look for these parameters automatically. They provide the owner of the URL with information about which blog post, email newsletter, ad, or CTA button, etc., was clicked to direct a visitor to a specific URL. They’re helpful for content marketers trying to understand their most effective campaigns and valuable sources of traffic. UTM parameters are the industry standard for tracking marketing campaigns across different platforms. Urchin 6, the predecessor to Google Analytics. The Urchin product became “Urchin from Google,” before turning into Google Analytics.
#Utm acronym software#
Urchin is the name of the software company that invented the system before Google acquired it in 2005. UTM parameters are the string of characters that come after the primary URL address, starting with a “?” symbol.įor example, a URL with UTM parameters might look like this: Ĭlicking this link would tell our Google Analytics account that you visited the Loomly blog post on “ Brand Trust” from our email newsletter campaign dated 24th May 2020.įun Fact: “UTM” stands for Urchin Tracking Module.
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UTM parameters are extensions of URLs that enable marketers to track the source of traffic to a webpage.
#Utm acronym how to#
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