What is UTM Parameter? How does it work?
UTM Parameter (Urchin Tracking Module Parameter) is a snippet of text added to a URL to track traffic sources and marketing campaigns.
There are five main parameters that can be used:
- utm_source: Indicates the traffic source (e.g., google, newsletter, facebook).
- utm_medium: Specifies the type of media or advertising channel (e.g., cpc, email, social).
- utm_campaign: Identifies the specific campaign or promotion.
- utm_term: Used for keywords in paid advertising.
- utm_content: Differentiates between specific ads or links within the same campaign.
How it Works
Parameter Setup
Campaign creators add UTM parameters to URLs to be used in marketing campaigns.
Visitor Clicks the URL
Visitors click on URLs containing UTM parameters, such as from a Facebook ad or an email link.
Data Recorded in Google Analytics
When visitors arrive on the website, UTM parameters are parsed, and related data is stored in Google Analytics.
Campaign Performance Analysis
In Google Analytics, campaign creators can view reports that distinguish traffic sources, media types, campaigns, and other elements, providing clear insights into the effectiveness of each marketing campaign.
Example URL with UTM Parameters:
https://www.examplewebsite.com/product/?utm_source=facebook&utm_medium=social&utm_campaign=summer_sale&utm_content=ad1&utm_term=discount
In this example, we can understand that the visitor came from Facebook (utm_source), through the social channel (utm_medium), as part of the "Summer Sale" campaign (utm_campaign), viewed the first ad (utm_content), and used the keyword "discount" (utm_term). This allows us to differentiate and analyze the contribution of each campaign element to the website's performance. For example in customizing Biolink in Hubme, you can add "(utm_source)=Hubme" "(utm_medium)=Instagram"