What are UTM Parameters?
UTM (Urchin Tracking Module) parameters are tags added to URLs to track the effectiveness of online marketing campaigns across traffic sources and publishing media. They help you identify where your website traffic is coming from in tools like Google Analytics.
Why Use UTM Parameters?
- Campaign Tracking: Measure which campaigns drive the most traffic
- Source Identification: See which sources (Google, Facebook, etc.) perform best
- Content Analysis: Determine which specific links get the most clicks
- ROI Measurement: Calculate return on investment for different channels
Example UTM Link
https://example.com?utm_source=newsletter&utm_medium=email&utm_campaign=summer_sale
Best Practices
Be Consistent
Use the same naming conventions across campaigns
Keep It Simple
Use lowercase letters and underscores instead of spaces
Document Your Tags
Maintain a spreadsheet of your UTM parameters
Who Uses This Tool?
Digital Marketers
Track campaign performance across channels
SEO Specialists
Analyze traffic sources and referral paths
E-commerce Managers
Measure ROI of different promotional campaigns