UTM Parameters: What, Why and How?

Posted on 06 July 2016

UTM Parameters: What, Why and How?

What Are UTM Parameters?

Google UTM (Unique Tracking Module) Parameters are unique links with special tags, placed at the end of a URL, that lead to the same domain and can be tracked through Google Analytics. It’s that simple. Here’s an example:


Why Use UTM Parameters?

Our goal as e-Commerce Marketers is simple: drive traffic to our site. In order to do this we create marketing campaigns through various platforms i.e. Facebook advertising, Instagram, email marketing etc. Using unique links across different campaigns  allows me to examine each campaign’s performance. I can really dig deep into Google Analytics and spend my advertising dollars wisely.

How to Use UTM Parameters

  1. Go to https://support.google.com/analytics/answer/1033867?hl=en#using_the_url_builder
  2. Fill in all of the required informationUTM Paramaters 1
  3. Paste the link into your ad
  4. Evaluate ad performance through Google AnalyticsUTM Parameters 2
  5. Make sure to keep track of all your campaign information on a separate spreadsheet!


Final Thoughts

This stuff can get confusing at first, but once you dig in and start using the tools, it can be extremely effective. The last thing I’ll say is have your overall marketing plan down pat! If you start creating ads and UTM tracking “on the fly”, you will get lost.


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