The last two tags are optional: Term and content. In our case, it’s a product tour, but it could also be a product launch, sale, giveaway, or something else.
Campaign Medium – utm_medium – Identifies the marketing medium where the link was shared.įor us, that’s social media.When someone clicks on our Facebook ad, they’re taken to the following page with the source defined as Facebook: Campaign Source – utm_source – Identifies the source of your traffic.įor us, that’s Facebook.Now, three tags are required: The source, the medium, and the name:
#Utm acronym how to#
We’ll walk through creating a URL for use in an AdEspresso Facebook ad for a product tour to show you, in plain language, how to use each parameter in your own marketing efforts. Go Back To Top The 5 Types Of UTM Parameters Google provides a quick breakdown of the technical specifications for each type on their Campaign URL Builder page: There are five different types of parameters, each building on the previous to provide more context on the link you’re trying to track.
#Utm acronym full#
Go Back To Top How to Build UTM ParametersĬreate UTM codes manually or use Google’s Campaign URL Builder to automatically generate full URLs with the parameters attached.
You’ll be able to use this data to optimize your entire ad strategy, ultimately driving even more valuable traffic to your website. This context allows you to evaluate which ads are most appealing to potential customers, which leads to better ads. They’re your best option for gathering more information on how people interact with your content. You should make sure that the URL of every ad you create or every post you share is tagged with these UTM codes. Or that a Twitter post sharing a recent blog accounted for a big spike in overall visitors. Using UTM parameters, you’re able to see that one of your Facebook carousel ads is driving more traffic to your website than the other. That makes it very hard to track the effectiveness of your campaigns and much more difficult to understand what advertising content resonates with your audience. Everything gets lumped into a single bucket. If you don’t tag your URLs with UTM parameters, it’s impossible to differentiate the traffic sources that feed your site. Go Back To Top Why and When You Need to Use UTM Parameters So, what does UTM stand for? It’s an acronym for Urchin Tracking Module, a component acquired by Google in the early 2000s leading to the development of their Google Analytics suite. Of course, by using Google Analytics, the owner can also see how much traffic comes from these same starting points.Įxample URL with UTM parameters created using Google’s Campaign URL Builder. They provide the owner of that URL with information about which ad, post, CTA button, etc., was clicked to direct a visitor to a specific page of a site. UTM parameters are the tags you sometimes see at the end of URLs. Why and When You Need to Use UTM Parameters.In this article, we’ll break down exactly what UTM parameters are and how they can level up your online advertising. They provide you with valuable context on your visitors that ultimately helps you build better, more high-converting ad campaigns for your brand. While you can see who clicked on a link in Facebook as well as the traffic that comes to your site through Google Analytics, UTM parameters take this to a whole new level. UTM parameters are the best way to see the exact path anyone takes from your ads all the way through to your landing pages. Have you ever looked at your website analytics and wondered how visitors landed on one page instead of another? Then UTM parameters are going to change your world!
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