UTM Parameters

UTM (Urchin tracking module) parameters are code appended to a URL through Google Analytics. They track campaign data for businesses based on customer interaction. Downloading a Google Analytics account allows businesses to set up different parameters. The Google platform has a URL building feature for customizing parameters.

Types of UTM parameters

There are five types of UTM parameters that can be added to a URL:

  • utm_campaign: the name of the overall campaign. For example, if BOGO Tie Dye Tees is your company’s advertising campaign name, that should be your UTM.
  • utm_source: data from the chosen source that you attach to that parameter; for example, a link that customers click on a webpage
  • utm_term: identifies the monetized keywords within your campaign
  • utm_medium: the particular medium you have chosen to track for the campaign; for example, pay per click
  • utm_content: which specific link the customer navigated to so that you better understand customer interactions; for example, differentiating between two links to different tie-dye tees

One caveat to UTM parameters: If a URL is shared across platforms, it will still have the parameters and can give your business misleading information about customer traffic.

UTM parameters help show businesses where traffic is going so that they can optimize earnings, channels, and resources. These parameters allow businesses to see where and how customers interact. They are also flexible and can be applied to multiple mediums on the Internet.






Jenna Phipps
Jenna Phipps is a contributor for websites such as Webopedia.com and Enterprise Storage Forum. She writes about information technology security, networking, and data storage. Jenna lives in Nashville, TN.

Top Articles

The Complete List of 1500+ Common Text Abbreviations & Acronyms

Text Abbreviations reviewed by Web Webster   From A3 to ZZZ we list 1,559 SMS, online chat, and text abbreviations to help you translate and understand...

Windows Operating System History & Versions

The Windows operating system (Windows OS) refers to a family of operating systems developed by Microsoft Corporation. We look at the history of Windows...

How to Create a Website Shortcut on Your Desktop

Website Shortcut on Your Desktop reviewed by Web Webster   This Webopedia guide will show you how to create a website shortcut on your desktop using...

Generations of Computers (1st to 5th)

Reviewed by Web Webster Learn about each of the 5 generations of computers and major technology developments that have led to the computing devices that...

Telecommunication

Telecommunication refers to telephony and cellular network technology. However, the broader definition includes...

Spoofing

What is spoofing? As it pertains to cybersecurity, spoofing is when a person disguises...

How to Indent in...

Microsoft Word is a graphical word...