What are UTM Parameters?

UTM parameters are tags that you add to the URLs that you put on your emails, social media posts, and digital ads. These tags can be tracked in your Google Analytics dashboard so that you can better understand how visitors get to your site

Here are 5 UTM tags that can be added to any URL on your website, to help track the client's journey.

Best practises for adding UTM parameters

1. If you stay consistent, you can avoid a lot of confusion and ensure that your UTMs are reportable.

2. Prefer dashes over underscores, percentage (representation for spaces inside GA) and plus signs in your URLs. Google algorithm doesn’t penalize you for using them and they work better

3. Stay consistent with lowercase throughout all of your campaigns. For example

utm_source=LinkedIn is different from utm_source=linkedin.

4. Changing to uppercase, camel case or any other capitalization gives you an additional responsibility of remembering this convention. So, it’s better to stick with lowercase and not let human error creep in.

5. Keep your URLs clean, descriptive, non-redundant and easy to read.

How to generate custom URLs for your campaign with Google’s URL builder?

Step 1: Log onto Google’s Campaign URL Builder here - https://ga-dev-tools.appspot.com/campaign-url-builder/

Step 2: Enter the URL of your website

Step 3: Enter the Campaign Source - The platform (or vendor) where the traffic originates, like Facebook or your email newsletter. ie Google, Newsletter

Step 4: Enter the Campaign Medium - You can use this to identify the medium like Cost Per Click (CPC), social media, affiliate or QR code.

Step 5: Enter the Campaign Name - This is just to identify your campaign. Like your website or specific product promotion.

(Optional) Step 6: Enter the Campaign Term - You’ll use this mainly for tracking your keywords during a paid AdWords campaign. You can also use it in your display ad campaigns to identify aspects of your audience.

(Optional) Step 7: Enter the Campaign Content - If you’re A/B testing ads, then this is a useful metric that passes details about your ad. You can also use it to differentiate links that point to the same URL.

Step 8: Your UTM tagged URL will be automatically populated here once you have entered in all the required fields.

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