What are UTM parameters?
A UTM parameter is a code structure (or tag) that can be very easily included in a URL. Through the parameter, you can enter data such as source, environment and campaign name. Thus, Google Analytics will read this code and provide information about the source of the traffic and the campaign or advertisement. The acronym UTM comes from “Urchin Tracking Module” and is a component implemented by Google. The code is very easy to change and its structure is similar to the example below:“https://optimpro.ae/?utm_source=instagram&utm_medium=cpc&utm_campaign=campanie-informare”
When are parameters used and why do we recommend implementing them?
If you find yourself in a situation where you share dozens of links on social networks every week, maybe you need a closer monitoring of them. With the help of parameters, you can continuously monitor the performance of ecommerce campaigns and the traffic source of each distributed link.
To come up with a better strategy, you need to ask yourself a few questions: what is the source of your link traffic, how are users getting to them, and why are they getting to them.
Once you know the answers to these questions, you will be able to understand which types of campaigns resonate better with the public, which ads attract and which links bring the most traffic to the website. Constantly optimized and tracked, you will offer better ads and content tailored to the needs of potential consumers.
Now that we have summarized our questions, choosing the type of parameters should be much easier. You can choose between parameters such as: source, environment, content, name and term of the campaign. To study the parameters in Google Analytics, we recommend accessing the “Purchases” section, then “Campaigns”.
Types of parameters
To begin with, you must know that there are five parameters, which you can use to study different objectives in the marketing strategy.
Campaign source or utm_source
This parameter is used to identify the source of the traffic. It can be: a search engine, a social network, a newsletter, a blog, etc. For example, if someone accesses an advertisement on Instagram, which has UTM parameters in the CTA, they will be redirected to the related page, and we will know the source of the access. “https://optimpro.ae/?utm_source=instagram”
Campaign medium or utm_medium
The campaign environment is used if you want to identify the environment where the traffic is coming from. Examples of mediums can be: a cpc campaign, an email, paid promotion through social media, etc. https://optimpro.ae/?utm_source=instagram&?utm_medium=social
Campaign name or utm_name
The campaign name is used for keyword analysis. Through it, you can identify the name of the main product, the name of the competition, the promotional code or a marketing strategy. https://optimpro.ae/?utm_source=instagram&?utm_medium=social&?utm_campaign=continut-parametrii
Campaign keyword or utm_term
We use this parameter for paid searches within an ad. Thus, the keyword that corresponds to the promoted content must be entered.https://optimpro.ae/?utm_source=instagram&?utm_medium=social&?utm_campaign=continut-informativ&?utm_term=parametrii-urchin
Campaign content or utm_content
This parameter is used in A/B testing or in targeted ads based on content. The body of the parameter can differentiate ads that redirect to the same link. Let’s say we have two ads, with different targeting, that redirect to the same link: “ad-1” and “ad-2”. The UTM parameters for ad-2 will look like this: https://optimpro.ae/?utm_source=instagram&?utm_medium=social&?utm_campaign=continut-informativ&?utm_term=parametrii-urchin&?utm_content=reclama-2
Now that you know how each parameter should be constructed, keep in mind that it is mandatory to use only three of them: the source, the environment and the campaign name.
How is it implemented?
Depending on your knowledge, you can opt for two options: manual or automatic implementation, through Google’s Campaign URL Builder. You don’t need a programmer to make the parameter structure. With the help of the aforementioned tool, the creation console will look like this:
If you want to implement these parameters manually, don’t forget to respect the code structure and the parameter hierarchy. After you have obtained the final link, it will have to be included in the promotion channels used.
Useful advice
To get the best performance, you need to understand the principles of the marketing strategy as well as possible. So, try to keep in mind the useful tips below:
The parameter naming convention
Avoid using long strings of characters, they can mislead you! For best results, create a standard format for each of the five parameters.
Don’t complicate the terms!
Keep in mind that not only you and the team can see this code, but all users who access the links. Therefore, use simple terms that do not provide private company information.
Pay attention to the style of the characters!
For UTM parameters, the character “Instagram” is different from “instagram”. Avoid using capital letters, to find the desired information as easily as possible.
Too many characters?
Shorten them! Use a link shortener, and your advertisement or content distributed on social media will look much more aesthetic! You don’t have to get complicated in the characters!
Final words
UTM parameters are the ideal way to get as much valuable information as possible about traffic and campaign performance. To access this data, all you need to do is include parameters such as environment and source in the URL. You can use them in email campaigns, social media campaigns or even search engine campaigns. Thus, you will know which of them bring the most benefits, depending on the objectives pursued. By knowing this and implementing the results in your future strategy, you will have a positive impact on your return on investment (ROI).
