A UTM parameter is a tag that is added to the end of a URL in order to track specific marketing campaigns. The parameters are used by analytics software to track things like the number of clicks, the source of the traffic, and other important data. UTM parameters can be a valuable tool for marketing teams, but it is important to use them correctly.
Why Use UTM Parameters?
UTM parameters are a valuable tool for marketing teams because they provide insights that would otherwise be difficult to obtain. For example, without UTM parameters it would be difficult to track which specific campaigns are driving traffic to your website.
How to Use UTM Parameters?
UTM parameters can be added to any URL, but they are most commonly used in links that are shared on social media or in email campaigns. To add a UTM parameter to a URL, you will need to use a URL builder tool such as Google's Campaign URL Builder.
Once you have generated your customized URL with UTM parameters, you can then share it on social media or in your email campaigns. When someone clicks on the link, the UTM parameters will be automatically tracked by the analytics software.
UTM Parameters in Google Analytics
Google Analytics is a popular analytics software that can track data like website visits, page views, and conversions. Google Analytics can also track data that is collected through UTM parameters.
UTM parameters are composed of five different values that are added to the end of a URL. These values include source, medium, campaign name, term, and content. When someone clicks on a link with these parameters attached, the data associated with them is sent back to the marketer’s analytics platform so they can track how effective their campaigns are.
The purpose of using UTM parameters is to track and measure the success of online marketing campaigns. By adding these tags to URLs, marketers can gain insight into which channels are driving traffic and conversions for their business. This data can then be used to optimize future campaigns for better results.
Fun Fact:
"The use of UTM parameters in digital marketing campaigns has been found to increase click-through rates by up to 50%, according to a study by AdRoll (2018)."