What is UTM parameters and how to use them for your marketing tracking
What is UTM
Marketers runs a lot of campaigns to promote the business brand awareness and drive traffic to the website. As much as we can, we want to be able to identify the source of traffic and improve its effectiveness.
UTM or Urchin Tracking Module parameters is an additional parameter you can tag to your URL, so that you have better identify marketing campaigns that generate traffic to your website. These parameters can be analysed by analytics tools and you can use them to populate reports.
There are five variants of URL parameters you can use to track your online marketing campaigns from various traffic sources and media.
Only Campaign Source, Medium, and Name are required, the rest are optional. You configure Term and Content based on different use cases and different combinations.
- Campaign Source
Source of your traffic, where the visitor’s journey started.
E.g.: Facebook, Google, Email, Influencer Blog.
- Campaign Medium
Type or medium of the link.
E.g.: Cost Per Click (CPC), QR code, Social Media
- Campaign Name
This is just to identify your specific campaign or promotion.
This will show in your Google Analytic Traffic Sources.
E.g.: NPD promo 2020
- Campaign Term
The search term your visitors used. This is useful to track keywords during a paid search.
E.g.: Working Dress
- Campaign Content
The specific link that the user clicked and landed on your website.
Useful for A/B testing ads and contextual ads to differential links point to the same URL.
You may use two different ads copy in your A/B testing. You can track the effectiveness of each copy.
E.g.: Buy Now and Checkout now
Example: utm_content=buynow or utm_content=checkoutnow
How to generate UTM tracking link
You can construct the UTM tracking link manually.
Here is an example to append UTM parameters to your URL.
Your URL is www.shopcada.com
NPD promo 2020
And you UTM tagged URL will looks like
Or you can use Google’s URL builder.
This tool allows you to easily add campaign parameters to URLs so you can track Custom Campaigns in Google Analytics and reporting in Shopcada.
Fews Items To Take Note
Consistent naming for easy tracking
Facebook and facebook will be treated differently in reporting. Always use lowercase to avoid confusion in reporting.
Use dashes over underscores, plus sign in your parameter
Dashes are preferred by Google and help your URL in search results.
If you have a url like word1_word2, Google will only return that page if the user searches for word1_word2. If you have a url like word1-word2, that page can be returned for the searches word1, word2, and even “word1 word2”.
- Matt Cutts
Keep it simple and concise
Keep your UTM parameters simple but provide the accurate information for tracking and reporting. Do not repeat the information. Since the URL is visible to publish, carefully select value and avoid sensitive information.
Keep track of your UTM parameter
Keep track of your naming for parameters so you are using consistent naming conventions.
Using UTM parameters in your Shopcada reporting
In most of Shopcada's reports, you can create a custom report to track your marketing campaigns’ performance.
You can do that using the ADDITIONAL FILTER available.
You can define the filter by selecting the required Campaign Source, Medium, Name, Term and Content.