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
Jenna Phipps is a writer for Webopedia.com, Enterprise Storage Forum, and CIO Insight. She covers data storage systems and data management, information technology security, and enterprise software solutions.

Related Articles

Software Environment

A software environment is a collection of programs, libraries, and utilities that allow users to perform specific tasks. Software environments are often used by...

ClickUp

ClickUp is a cloud-based work and project management platform that enables teams to manage tasks, collaborate in real-time, gain insights via reporting, and more....

Chunk (Data Chunk)

A chunk, also called a data chunk, by RFC2960 SCTP (Stream Control Transmission Protocol) standards, is the term used to describe a unit of...

Blog Search Engine

A blog search engine is specifically focused on finding content in the blogosphere. Blog search engines only index and provide search results from blogs...

Agile Project Management

Agile project management enables business teams to approach their projects and tasks with...

Private 5G Network

A private 5G network is a private local area network (LAN) that utilizes...

Rich Communication Services (RCS)

Rich communication services (RCS) is a mobile messaging approach in which session initiation...