The Urchin Tracking Module ( UTM ) parameters are the five URL parameter variants used by marketers to track the effectiveness of online marketing campaigns across all traffic sources and publishing media. They were introduced by its predecessor Google Analytics Urchin and, as a result, are supported out of the box by Google Analytics. The UTM parameter in the URL identifies the campaign that is referring traffic to a particular website, and attributes it to the browser's website session and the following session until the campaign attribution window ends. Parameters can be parsed by analytics tools and used to populate reports. Sample URL, UTM parameter highlighted, after question mark (? ):
https://www.example.com/page? utm_content = buffercf3b2 & amp; utm_medium = social & amp; utm_source = facebook.com & amp; utm_campaign = buffer
Video UTM parameters
Use
UTM parameters in URLs identify marketing campaigns that drive traffic to specific websites. To determine and add relevant UTM parameters to the appropriate URLs, marketers regularly use a simple, spreadsheet-based, or automated UTM creation tool, including the Google Analytics URL Builder for websites, and equivalent Chrome extensions. When hyperlinks are followed that contain URLs with UTM parameters, the web analytics software of the destination website interprets the parameter information and associates it to the browser's website session and afterwards session until the campaign attribution window has expired (by default, six months in Google Analytics).
Maps UTM parameters
Metrics
UTM parameters passed to URLs can be parsed by analytics tools such as Google Analytics and Adobe Analytics, with data used to populate standard and custom analytics reports. The web analytics software can associate parameters to the current and future browser sessions until the campaign window has expired.
UTM parameters
There are five different UTM parameters, which can be used in any order:
References
Source of the article : Wikipedia
0 Comments