Introduction to UTM Parameters

• Definition: UTM parameters are short text codes added to URLs to track the performance of marketing campaigns, and keep track of the source of the traffic in general.
• Origin: UTM stands for “Urchin Tracking Module”, originating from Urchin, a predecessor to Google Analytics. It is not an officail WEB standard, but it became some sort of standard de facto.

Why UTM Parameters matter

• Accurate Attribution: Assign precise credit to traffic sources, understanding which platforms drive the most traffic.
• Measuring Campaign Performance: Analyze metrics like conversions, bounce rates, and time on-site for various campaigns.
• Calculating ROI: Determine the return on investment by tracking traffic and conversions from each channel.
• Audience Segmentation: Segment visitors based on traffic sources to tailor content more effectively.
• Data-Driven Decisions: Use insights to refine social media strategies and allocate budgets more efficiently.

How to Create UTM Parameters

Parameters are simply appended in a URL after a ?, separated by & (e.g., http://www.example.com/?utm_source=facebook&utm_medium=paid_social&utm_campaign=summer_sale).

UTM Parameters Overview:

Mandatory parameters:

• Campaign Source (utm_source): Identifies the traffic source (e.g., facebook, twitter, google).
• Campaign Medium (utm_medium): Specifies the channel (e.g., social, cpc, email).
• Campaign Name (utm_campaign): Name the campaign (e.g., summer_sale, product_launch).

  Optional parameters:

• Campaign Identifier (utm_id): It is a good practice to use this field to identify campaigns in Google Ads / Google Analytics or other softwares.
• Campaign Term (utm_term): Tracks keywords (often used in paid search ads).
• Campaign Content (utm_content): Differentiates between multiple links or creatives (e.g., ad1, ad2).

Advices for using UTM Parameters

• Apply the standards: Use tools like UTM builder to create URL with UTM parameters quickly.
• Commitment: Use UTM parameters everywhere there is a link to your website: blogs, social medias, emails, ads…
• Avoid Internal Links: Do not use UTM parameters for internal links to prevent tracking errors.
• Document Naming Conventions: Create a consistent system for naming UTM parameters to avoid discrepancies.
• Maintain Consistency: Use lowercase, avoid spaces, and choose consistent separators in UTM parameters.
• Check for Errors: Regularly review UTM codes for mistakes or typos.
• Track Links in a Spreadsheet: Manage and document UTM links to avoid duplication and ensure easy reference.
• Track ROI: Use unique UTM parameters to measure performance and ROI.
• Experiment with A/B Testing: Test different content or strategies using UTM parameters to find what works best.
• Create Campaign Presets: Use tools like Hootsuite to save and apply UTM parameters quickly and consistently.

How to automatically add UTM parameters to my Google Ads campaigns / ads ?

• Admin > Account Settings > Tracking
• set this in “Final URL suffix” : utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={adgroupid}&utm_term={keyword} All ads will now have UTM parameters

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