(i.e., direct, social, organic, cpc) **RECOMMENDED** The type of traffic, or marketing medium. (i.e., facebook, twitter, Buzzfeed,, google) **REQUIRED** Which website is directing traffic to your property. The five standard variables and their associated UTM tagging are: Pretty much any text string can be set as a UTM parameter, however we will want to try to conform to Google Analytic’s formatting and your own established variables as closely as possible. Each of these parameters are visible in the constructed URL and each parameter must be separated by an “&” to tell Google Analytics where another parameter begins. There are five different standard variables that UTM parameters can track. The rest of the tagged URL contains the parameters that we want to associate with Google Analytics standard UTM variables. Lack of or multiple “?” can cause the UTM tagging to break. For the UTM to pass properly, there must be a “?” after the page URL, which let’s Google Analytics know that it should look for a query string. pdf, or an email address.Įverything beginning at the “?” is part of the UTM tagging. For example, UTM parameters will not work if you are linking directly to a hosted document, such as a. NOTE: The URL you are directing users towards must have Google Analytics tracking for any tracking information to be passed. In this case it is the HZDG homepage, but it can be any page based URL. The first part of the URL string (everything that comes before the “?”) is the page URL that you will be directing users towards. It’s simple, you just need to know what you are looking at. Wow, crazy long URL, right? Pretty intimidating, right? Nah, you got this.

UTMs can be used in other Analytics platforms, but this article will focus on their use within Google Analytics. UTMs are simply custom query strings that we can manually add to the end of a URL. What’s Urchin? Urchin is what Google Analytics was before Google purchased the platform. Know Your UTMs: What They Look Like and What They Do

This will cause a new user session and inflate traffic data. NOTE: Because UTMs override referral data, they should NOT be used in internal links. UTM parameters can be leveraged to greatly improve your campaign data, however if used incorrectly, they also have the potential to negatively impact data accuracy within analytics platforms. UTMs are easy to use, require no updates to page code, and do not impact page elements. The use of UTM parameters in your marketing links lets you expand on or override any information (or lack thereof) passed from one of your marketing channels to a hosted web platform. UTM parameters, when implemented correctly, allow you to pull clear insights into how your marketing efforts are impacting traffic, conversions, and ROI.

Utm stands for