Easy Guide to Using UTM Parameters When Tracking Links

Easy Guide to Using UTM Parameters When Tracking Links

Urchin Tracking Module (UTM) parameters are the short text codes you can add to links or URLs to track the performance of each marketing activity or campaign. UTM parameters help you track online traffic. Tracking links allows you to evaluate the efficiency of your marketing activities. You can use these links to measure the traffic from an external channel such as PPC ads, social media or more to your web pages or landing page. You can then determine which links bring visitors to your site, what material encourages them to click through, and what they do once they arrive.  

What Are Tracking Links? 

Links with tracking tags are like standard links, except they have a few coding tags at the end. Coded text tags like these are called UTM Parameters. It is better to learn about tracking links and UTM parameters before understanding the use of UTM parameters in tracking links. It is not difficult to construct UTM parameters because they are not complicated. They are merely tags that you may add to the end of a URL to provide Google Analytics with additional information about a link clicked to reach your website.  

There are five UTM parameters: campaign name, campaign source, campaign medium, campaign term, and campaign content that you can add to your website links. A brief description of all these parameters is given below to help you understand the use of each UTM parameter.  

Campaign Name: 

Google Analytics uses the Campaign Name (UTM_campaign) parameter to categorize traffic from specific campaigns. 

Campaign Source: 

In Google Analytics, the Campaign Source (UTM_source) parameter specifies the source of traffic.  

Campaign Medium: 

Google Analytics uses the Campaign Medium (UTM_medium) parameter to determine the type of traffic source. There are several mediums to choose from, including organic, social media, email, and paid.  

Campaign Term: 

You can tell Google Analytics what keyword you use for paid ads using the Campaign Term (UTM_term) parameter. Mainly used for Google AdWords campaigns, but you can also use it for custom campaigns.  

Campaign Content: 

Using the Campaign Content (UTM_content) parameter, Google Analytics can determine what type of advertisement someone clicked on.  

How to Use UTM Parameters

You can use UTM parameters to analyze your marketing campaign results now that you know how to make them and add them to your website page or others. The first objective was learning to create different UTM parameters and what each one donates. Now you can use UTM parameters for analysis in two simple steps.  

Step 1: Collect data on your UTM campaign. To collect data, you need to log into Google Analytics and set it up on your website. Then in the reports tab, you can open your campaign results by clicking on acquisition. You will see results for all the trackable campaigns you created using tracking links. 

Step 2: Read and analyze the data provided on UTM Parameters. Analyzing data requires knowledge and skill. You should know how to correctly examine different parameters of your current marketing campaign to improve your digital marketing efforts in future. You can import data in a Pdf file that you can use to track valuable metrics in your campaign later on thoroughly.  

Key Benefits of Using UTM Parameters 

UTM tags in tracking links provide precise information about traffic source and conversion. They help track the effectiveness of social marketing campaigns and calculate return on investment (ROI). You can track social media posts, PPC campaigns, email newsletters, sponsored posts, and more using UTM parameters. You can check individual posts head-to-head in the A/B testing style through UTM tags.  


Maintaining a great website and effective marketing campaigns across multiple channels would be the best to grow your business in the current digital era. UTM parameters are short text codes that are easy to use and very helpful. These make tracking clicks and traffic from a specific social media post or ad campaign easier. The UTM parameters include information about the link's placement and purpose.  

Convex Studio is a digital marketing agency in Cambridge.

You can hire a marketing and website management expert like Convex Studio to benefit from these parameters and tracking links.  

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