Here are the five UTM parameters recognized in Google Analytics.

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In 2005, Google acquires Urchin. Urchin, like Urchin Tracking Module (UTM). This UTM parameters are codes, added to URLs. Here are the five UTM parameters recognized in Google Analytics:

1. Campaign Source (utm source): Use this parameter to identify the source of your traffic. This could be a website name, search engine, newsletter name, or social network.
Example: utm_source = facebook, google

2. Campaign Medium (utm_medium): Use this parameter to identify the medium used to share and access your link. This could be email, social, cost per click (cpc) or another method.
Example: utm_medium = cpc, social

3. Campaign Name (utm_campaign): Use this parameter to identify a campaign or promotion tied to your link. This could be a product name, type of sale, contest name, etc.
Example: utm_campaign = summersale, promo

4. Campaign Term (utm_term): Use this parameter for paid search campaigns to track relevant ad-based keywords. This helps you identify which keyword(s) resulted in a site visit. The targeted audience can be mentioned here too. (Optional to use)
Example: utm_term = interest, parents

5. Campaign Content (utm_content): Use this parameter to determine what type of content is being promoted. It is commonly used for A/B testing and content-targeted ads. (Optional to use)
Example: utm_content = static, video, carousel

UTM parameters help to understand:
·      Which ad campaign is getting most conversions
·      Which social media campaign is driving most traffic
·      Which channel is generating most revenue
·      Which ad visual is getting most clicks
·      Which endorsed influencer’s content is more engaging
·      Which targeted audience is giving you high return of ads spend (ROAS)

Few best practices:
·      No spaces
·      Lower case only
·      Use link shorteners to hide UTMs by using Cuttly/bitly
·      Team must agree on tracking plan (everyone uses same UTMs)

Few tools those allow you to create UTMs to measure Custom Campaigns in Google Analytics and keep track of progress
·      https://web.utm.io/
·      https://lnkd.in/gyDvEH3B

#googleanalytics #utm #tracking #digitalmarketing

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