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A Guide on Leveraging UTM Parameters for Comprehensive Tracking

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A Guide on Leveraging UTM Parameters for Comprehensive Tracking

Blog / A Guide on Leveraging UTM Parameters for Comprehensive Tracking

A Guide on Leveraging UTM Parameters for Comprehensive Tracking

Are you looking for accurate campaign performance tracking? Say goodbye to vague metrics like clicks and impressions and discover the power of UTM parameters. By tagging your URLs with Urchin Tracking Module, you can gain insights into interactions on your website.

In this blog, you’ll learn how to add and generate Google ads UTM parameters, where to utilise them and best practices for maximising their effectiveness. Let’s get started!

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What Are UTM Parameters and How Can They Help You Track User Behaviour?

So, let’s start with- What is UTM? UTM stands for Urchin Tracking Module. It is a system that allows you to track and analyse the effectiveness of your marketing campaigns by appending specific parameters to your URLs.

Google UTM parameters are tags that can be added to the end of a URL to track user activity and behaviour through analytics platforms like UTM parameters Google Analytics. These tags provide valuable insights into how users engage with your website after clicking on a specific link.

Here’s an example of how UTM parameters appear in a URL:

Original link:
Link with UTM parameters:

Now, let’s explore what information these UTM parameters can provide and what a key consideration is when using them.

What To Know?

UTM parameters remain attached to your links even if they are shared across different networks and mediums. For instance, if a visitor shares your link (with UTM parameters) from Twitter on Facebook, anyone clicking that link will still be counted as a share from Twitter.

  • Research conducted by BuzzFeed reveals that content spreads across the social web in a branching tree pattern, meaning URLs with UTM parameters can be shared across various websites, potentially distorting your UTM tracking results.
  • One possible solution is to remove UTM codes from URLs, as demonstrated by the video hosting platform Wistia. However, if a clean URL without UTM parameters is shared on private social media platforms like email, WhatsApp or Messenger, it will appear as direct traffic in your analytics, leading to misleading data.

While UTM parameters have their limitations, it’s important to acknowledge that they significantly facilitate understanding the performance of your marketing campaigns. You can utilise the UTM parameters template to create UTM parameters and implement them into your marketing campaigns.

Generating URL Parameters Using Google’s URL Builder

To efficiently append UTM parameters to your URLs, you can leverage Google UTM parameters builder. Google offers three different URL builders, depending on your tracking requirements for Google Analytics, Google Play, or the Apple App Store. In this guide, we’ll focus on the Google Analytics URL builder found within the help centre.

Here are the three mandatory fields you must complete:

  • Website URL: Enter the full URL of your website, including the “https://” prefix.
  • Campaign Source: Specify the platform or vendor that drives the traffic, such as Facebook or your email newsletter.
  • Campaign Medium: Identify the medium, such as CPC (Cost Per Click), social media, affiliate, or QR code.

Additionally, there are four optional fields you can fill in:

  • Campaign ID: The ID of your ad campaign.
  • Campaign Name: A unique name to distinguish your campaigns, such as your website or specific product promotion.
  • Campaign Term: Use this field to track keywords during a paid Google Ads campaign or identify audience aspects in display ad campaigns.
  • Campaign Content: Useful for A/B testing ads, this field provides details about your ad or differentiates links pointing to the same URL.

Alternatively, you can utilise the Google Chrome extension, which automatically populates the URL and saves frequently used terms as presents. If you’re not working with Google Ads, it’s recommended to fit your details into the three required parameters for easier reporting.

Process of viewing UTM parameters:

  • Access the correct area by navigating to Reports > Traffic Acquisition and clicking the blue + icon to add secondary dimensions to aggregated traffic data.
  • You can track parameters such as Content, Medium, Source, and Manual Term. GA4 also allows you to create additional parameters, including Utm_creative_format for creative type (e.g., display or video), Utm_marketing_tactic for marketing tactics (e.g., retargeting), and Utm_source_platform for the buying platform directing traffic (e.g., Search Ads 360).

Remember that UTM parameters are case-sensitive. Consistency is crucial, so ensure you use the same parameters throughout for accurate tracking. Establish a format and stick with it to avoid confusion and the need to search in separate areas for the same campaign.

UTM Parameter Best Practices

To enhance the accuracy and effectiveness of your UTM tracking, I recommend following these six best practices:

  • Establish a Standard Naming Convention: Maintain consistency by using dashes instead of underscores or percentage representations for spaces. Stick to lowercase letters and ensure clean, descriptive and non-redundant URLs.
  • Track UTM Links in a Spreadsheet: Keep a record of tagged links to maintain alignment within your marketing team. Utilise spreadsheet templates or link tagging tools for better organisation.
  • Connect Tracking Data to Your Google UTM System: Link your tracking data with your CRM to gain insights into the impact of various marketing channels on revenue. Alternatively, set up conversion-focused goals in Google Analytics for better measurement.
  • Exercise Caution When Copying and Pasting Links: Be mindful when copying links with UTM codes to avoid disrupting your UTM tracking. Ensure that any pasted URLs are free from tracking codes to maintain proper attribution.
  • Avoid Using UTM Parameters for Internal Links: Reserve UTM parameters for external links directing traffic to your website. Using them for internal links can lead to artificial inflation of sessions, incorrect attribution of conversions, decreased average session duration and increased bounce rates.
  • Record Link Creation Details: Keep track of when and by whom UTM links are created. This information helps facilitate communication and clarifies any questions related to specific marketing campaigns. Also, make a UTM parameters list.

Remember, tools like can auto-populate creation details, eliminating the need for separate data storage.

By implementing these best practices, you can optimise your UTM tracking efforts and gain valuable insights into your marketing campaigns.

Here are five practical use cases for implementing UTM parameters:

  • Social Media Tracking: To analyse the effectiveness of your social media efforts, use UTM parameters to differentiate between different links shared on platforms like Twitter and Facebook. You can create:

    • Unique URLs
    • Status Updates
    • Ads

    By tracking the performance of these links, you can identify the social media platforms and specific posts that generate the highest return on investment (ROI).

  • E-mail Marketing Analysis: Appending UTM builder Google to the URLs in your newsletters can help you understand which parameters contribute the most traffic to your website. By using unique UTM tags for each link, you can gain insights into the effectiveness of different email campaigns and optimise your email marketing strategy accordingly.
  • PPC Campaign Optimisation: For paid marketing campaigns, UTM parameters are valuable for tracking banner ads’ performance. By tagging the external websites, banner placement, design, size, colour and types, you can analyse which elements yield the best results. This information can help you optimise your PPC campaigns and allocate resources effectively.
  • Local SEO Tracking: To measure the traffic generated by your Google My Business profile accurately, add UTM tags to the links within your profile. You can track not only your homepage link but also menus, orders, appointments and other shortcuts provided by Google My Business. By using UTM parameters, you can gain insights into the effectiveness of your local SEO efforts.
  • Influencer Marketing Measurement: When collaborating with influencers for product promotion on social media, blogs, or YouTube, UTM parameters can help measure their impact. Provide influencers with personalised UTM links to track the traffic and conversions they generate. By analysing the performance data from UTM tags, you can evaluate the effectiveness of different influencers and optimise your influencer marketing campaigns.

Remember to create consistent naming conventions for UTM parameters ga4 and maintain records of the tagged links to ensure clear communication within your marketing team.

Conclusion: In conclusion, UTM parameters offer valuable insights into your website traffic, empowering you to enhance sales and optimise your marketing strategy. By implementing UTM parameters, utilising Google’s URL builder and using campaign URL builder, you can effectively track your campaigns and uncover essential behavioural data. The UTM parameters generator will simplify the entire process for you and you will be able to create UTM parameters for your next campaign easily.

To summarise, remember to follow best practices when creating UTM parameters and using the URL builder. This will ensure accurate and meaningful campaign tracking.


What do you mean by UTM?

UTMs are the parameters appended to a link, enabling the tracking of specific information about the link, such as the channel, source, campaign, context and term. Marketers commonly utilise UTMs to monitor and analyse the sources of their website traffic.

What is the role of UTM parameters?

UTM parameters serve the purpose of tracking and evaluating the effectiveness of your marketing campaigns. They enable you to gather insightful data about the sources of your website traffic, identify the most successful campaigns in terms of clicks and determine the effectiveness of different marketing channels.

By incorporating a concise code snippet into your links, UTMs provide detailed information, such as the originating campaign or the number of clicks from an email link.

What is the main purpose of UTMs in marketing?

The primary purpose of UTMs in marketing is to track and measure the return on investment (ROI) of marketing efforts. By including specific code snippets in URLs, marketers can precisely determine the sources through which site visitors discover their websites, such as paid ads, Facebook posts, or email campaigns.

UTMs play a crucial role in assessing the effectiveness of marketing strategies by providing detailed insights into the origin of website traffic. This valuable information allows marketers to identify the campaigns that are generating actual traffic and revenue, enabling them to make informed decisions about optimising their marketing initiatives.

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