What is an UTM Parameter?
UTM Parameters are very helpful in marketing, specifically inside of you Google Analytics account.
More specifically, UTM parameters are simply tags you add onto a URL — when your link is clicked, the tags are then sent back to Google Analytics and tracked. These parameters be used to tag your links to gauge the effectiveness of your campaigns and identify what marketing channels are working the best.
More information and examples for each parameter
The following table gives a detailed explanation and example of each of the campaign parameters:
| Parameter | Required | Example | Description |
|---|---|---|---|
|
Campaign ID utm_id |
No |
abc.123 |
Used to identify which ads campaign this referral references. Use utm_id to identify a specific ads campaign. |
|
Campaign Source utm_source |
Yes |
|
Use utm_source to identify a search engine, newsletter name, or other source. |
|
Campaign Medium utm_medium |
Yes |
cpc |
Use utm_medium to identify a medium such as email or cost-per-click. |
|
Campaign Name utm_campaign |
No |
spring_sale |
Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. |
|
Campaign Term utm_term |
No |
running+shoes |
Used for paid search. Use utm_term to note the keywords for this ad. |
|
Campaign Content utm_content |
No |
logolink |
Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. |
More info here can be found at Google's Help Page