In the field of website marketing and analytics, the term “UTM-Tag” is often encountered. If you don’t know what it is, then you should because it’s a useful tool to help you track your website traffic. In this article, we will look at what UTM tags are, how they work, and how to use them.
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What is a UTM-Tag?
- utm_source. Indicates the source of traffic to your site. This could be a search engine (such as Google), a social network (such as Facebook), or any other website that sends users to your site.
- utm_medium. Specifies the medium through which the traffic originates. For example, it can be an organic search, an advertising campaign, an email newsletter or a banner ad.
- utm_term. This parameter indicates a specific keyword or phrase that a user uses to search on Google or another search engine. It applies only to advertising campaigns where contextual advertising is used.
- utm_campaign. Indicates a campaign that drives traffic to your site. It can be any advertising campaign, promotion or other marketing activity.
- utm_content. This option is used when you want to distinguish between different ads or links that point to the same campaign. For example, you can use this option to differentiate between different ads in a Facebook ad campaign.
How to use UTM-Tags?
Using UTM-Tags is very simple. At the beginning, you should create a link to your website that you are going to distribute. For example, it can be a link to your blog, advertising page or other important page of your site.
Next, you should add UTM-Tags to this link. You can use free tools for this.
You need to fill in all five main parameters of UTM-Tags. For example, if you want to create a link to your blog that will be distributed via email, you can fill in the following fields:
- utm_source: email -utm_medium: newsletter -utm_campaign: summer_sale_2023
If you want to distinguish between two Facebook ads, you can fill in the following fields:
- utm_source: facebook -utm_medium: cpc -utm_campaign: summer_sale_2023 -utm_content: ad1
- utm_source: facebook -utm_medium: cpc -utm_campaign: summer_sale_2023 -utm_content: ad2
After you have created a UTM-Tag using the UTM-Tag generator, you will receive a ready-made link with all the parameters you specified. You can use this link anywhere you want to distribute your content or ad campaign.
Once you have used a UTM Tag, Google Analytics will be able to read the tag parameters and add the data to your reports. You’ll be able to see where traffic to your site is coming from, which ad campaign is getting the most attention, and which types of content are driving more visitors.
Tips for using UTM-Tags:
- Use a consistent tagging system for all your campaigns and links. For example, use only lower case to avoid confusion.
- Use a consistent naming system for parameters. For example, use “utm_medium” to describe the source type instead of “source”.
- Use different tags for different ad campaigns or content types.
- Keep your UTM Tags separate from your links to avoid errors and maintain consistency.
- Do not use too many UTM tag parameters to avoid confusion and errors in data analysis.
To successfully use UTM-Tags, you need to define the goals of your campaign and choose the appropriate tag parameters. It is important to use a consistent notation and naming system to avoid errors and keep your data consistent.
