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What are UTMs?

Today's traffic report. UTMs, or Urchin Tracking Modules, are text strings that can be appended to URLs that allow you to track traffic generated by your ads in an analytics software, like Google Analytics. When someone clicks on a URL with UTM parameters, those tags are sent back to Google Analytics for tracking. If UTMs are set up correctly, the analytics platform will be able to separate out unique measuring parameters to tell exactly how much traffic came from every one of your ads.

Pro-tip: Applying detailed UTMs is important because they allow us to collect additional performance data that we wouldn't be able to collect otherwise.

Understanding UTM codes

UTM parameters are tags that are added to a UTM string through which you can note which content you'd like to be passed back to your analytics tool. You should set UTM parameters based on the data you want to capture and what makes the most sense for your business. Standard UTM parameters and their definitions are listed below.

  • Source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example: google, newsletter4, billboard.
  • Medium: The advertising or marketing medium, for example: cpc, banner, email newsletter.
  • Term: Identify paid search keywords. If you're manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.
  • Content: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.
  • Campaign Name: Name to identify your campaign.

Keep in mind that that dynamic parameters vary based on platform (AdWords vs. Bing). If you're interested in learning more about UTM codes, check out New Engen Support & Training to view the full list of dynamic parameters for AdWords and Bing, as well as how to apply UTMs to campaigns through our detailed instructions.

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