UTM Parameters are little snippets of text added to URLs to track the source of traffic to a particular website or landing page. This enables Google Analytics to tell you where traffic came from, or what campaign directed them to your website or landing page.
Here is an example of UTM parameters added to a URL:
With UTM parameters in place, you can track the following:
- Campaign Source: This is used to identify which website is sending you traffic.
- Campaign Medium: Identifies the type of marketing medium the link is featured in.
- Campaign Name: Groups all the content from one campaign in your analytics. This is basically a tag that helps you segregate different campaigns and understand the analytics of each.
- Campaign Term: This is used for paid search to identify keywords for an ad.
- Campaign Content: This is used to track the different types of content that point to the same URL from the same campaign, source, and medium codes.
E.g.: utm_content=logolink or utm_content=textlink
How to set up UTM Parameters
UTM Parameters can be set up using the URL Builder Tool by Google Analytics.
How to track UTM Parameters in Google Analytics
If you already have Google Analytics set up for your site, Google will automatically track incoming campaigns. You can access them under ‘Acquisition’, then ‘Campaigns’, then ‘All Campaigns’. Click on each campaign to view the source and medium.