UTM - parameters are tags that are added to the end of a URL to track web traffic. If you add UTM tags to a URL, this specific traffic will be visible in Google Analytics. This gives you the opportunity to identify traffic, filter, segment and ultimately analyze and optimize your campaigns. If you do not use UTM tags, then the traffic from your campaign comes in as 'referral' traffic and you can't see which ad performs the best.
UTM tags can help you answer these questions:
UTM tags consist of different parts, as indicated by the different highlighted text below:
https://www.teamlewis.com/us/?utm_source=blogpost & utm_medium=socialmedia & utm_campaign=spring2018 & utm_term=analytics & utm_content=ad1300x250
In the above example, I want to send traffic to the US homepage of our website. Behind the link are the different UTM tags. All of the colored tags above are further explained below:
These tags are the only necessary tags to use.
Use utm_ source to determine the campaign source, for example a search engine, name of a newsletter or another source.
Example: Blog post
This tag is used to determine the medium, such as email, cpc, or social media.
Example: Social media
This allows you to define the name of your campaign and therefore cluster different UTM links by campaign name.
This UTM tag was once intended for paid search. If you use AdWords and link AdWords and Analytics, it works automatically, so you don't have to do anything further. Bing also has solutions for this, so you will not use many terms.
In the content tag, you can name the content from your 'advertisement'. This is useful if you want to a/b test different ad formats to see what happens after the click. Then you can determine the value of each ad.
You can create UTM tags by typing them as text. You don't have to pre-create them in Analytics, but this tool makes it even easy and clear: https://ga-dev-tools.appspot.com/campaign-url-builder/
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