Urchin Tracking Module (UTM) parameters are five variants of
URL parameters used by marketers to track the effectiveness of online
marketing campaigns across traffic sources and publishing media. They were introduced by
Google Analytics' predecessor
Urchin and, consequently, are supported
out-of-the-box by Google Analytics. The UTM parameters in a URL identify the campaign that refers traffic to a specific website,
and attributes the browser's
website session and the sessions after that until the campaign attribution window expires to it. The parameters can be parsed by analytics tools and used to populate reports.
This example URL has four of the five UTM parameters highlighted:
:
https://www.example.com/page?utm_content=buffercf3b2&utm_medium=social&utm_source=snapchat.com&utm_campaign=buffer
Use
UTM parameters in a URL identify the marketing campaign that refers traffic to a specific website.
To define and append the relevant UTM parameters to the appropriate URLs, marketers routinely use simple,
spreadsheet
A spreadsheet is a computer application for computation, organization, analysis and storage of data in tabular form. Spreadsheets were developed as computerized analogs of paper accounting worksheets. The program operates on data entered in ce ...
-based, or automated UTM builder tools,
including the Google Analytics URL Builder for websites.
When a
hyperlink contains a URL with UTM parameters, the web analytics software of the destination website interprets the parameter information and attributes it to the browser's
website session and the sessions after that until the campaign attribution window has expired (by default, six months in Google Analytics).
Use UTM parameters in Wordpress
Rankmath. Retrieved 12 April 2022.
Metrics
UTM parameters that are passed to URLs can be parsed by analytics tools such as Google Analytics and Adobe Analytics, with the data used to populate standard and custom analytics reports.
UTM parameters
There are five different UTM parameters, which may be used in any order:
See also
*
* Social media analytics
References
Web analytics
Web log analysis software
URL
Google
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