Track marketing campaign performance.
- Pages, where users arrive, are called landing pages.
- To track campaigns in Google Analytics, parameters need to be appended to the landing pages and they are called UTM parameters.
- There are 5 UTM parameters and they are for Google Analytics exclusive use:
- Source: represents the advertiser, site, or publication that is sending traffic to your website, for example: google, newsletter, billboard.
- Medium: is used to state the type of advertising campaign, for example, cpc, email, banner.
- Campaign: identifies the name of the running marketing campaign, for example, summer_sale, discount50, affiliate_program.
- Content: is used to differentiate similar content or links within the same ad.
- Term: is used to identify paid search keywords
- To add them to the landing page we use the following parameter names: utm_source, utm_medium, utm_campaign, utm_content, and utm_term with their respective values, for example, utm_source=google.
- The first parameter must be preceded by “?” and the following parameters preceded by “&”.
- The first parameter added to the URL should be preceded by a question mark, for example: https://www.mysite.com/landing/?utm_source=newsletter.
- For example: https://www.mysite.com/landing/?utm_source=newsletter&utm_medium=email
- For example: https://www.mysite.com/landing/?utm_source=newsletter&utm_medium=email&utm_campaign=april_magazine
- Content and Term parameters are optional and can be used when more information is needed to send to Google Analytics.
- For example: https://www.mysite.com/landing/?utm_source=google&utm_medium=cpcl&utm_campaign=cars-for-sale&utm_content=red-car&utm_term=car
- For example, an email is sent with a discount in a loyalty program with a button for the users to click on: https://www.mysite.com/landing/?utm_source=newsletter&utm_medium=email&utm_campaign=june-discount&utm_content=red-button
- Some of the best practices are:
- Avoid special characters and spaces.
- Use underscore or middle dash to separate word.
- Keep you naming convention simple to understand.
- Never use UTM parameters within links in your website which aims to another page of your website.