UTM Tag

To make results of marketing campaigns transparent, you can add UTM tags to links. The Urchin Tracking Module (UTM) tag is a form of URL tagging on links. This allows clear retracing on Google Analytics where what results are coming from. UTM tags are the Google Analytics version of URL tagging. Every kind of analytics system has a form of URL tagging. UTM tags are placed in the URL of a (landing) page. Because the tags can be easily read by Google, they are immediately translated into the Google Analytics parameters. These tags send additional information to the Google Analytics of the website. A total of 5 UTM tags have been devised that can be linked to links.

• Utm_medium: This tag measures through which medium the visitor is brought in at the generic level
• Utm_source: This UTM tag looks at the origin of the visitor and can be found as 'Source' or 'Source' on Google Analytics. The source must fit or fall under the medium at all times. Also called the campaign within which the link is shared
• Utm_campaign: This tag distinguishes which campaign the visitor is coming from, always try to think in campaigns
• Utm_term: This the keyword used to lure visitors. It is not mandatory to fill it in and it can be used for other options as well
• Utm_content: This UTM tag describes the clicked content. Used mainly to tell A/B group apart in an A/B test. Or to tag the format of the expression or banner if it is display content.

Explanation and example UTM tag

Suppose our website runs a "Back to School" campaign through Facebook. This does not require utm_term or utm_content. Then this link would look like this:

http://www.marketingtermen.nl/back-to-school-actie?utm_source=facebook&utm_medium=social& utm_campaign=activate_ back-to-school-action 

When this action is distributed through a newsletter, with 1 banner and a text halfway up. The top banner has the text "Back to School Action." This link looks like this:

http://www.marketingtermen.nl/back-to-school-actie?utm_source=nieuwsbrief&utm_medium=email& utm_campaign=activate_back-to-school-action&utm_term=Back-to-School&utm_content=top-banner 

There are no real actions of where the links came from. These links are given as examples to give an example of the use of UTM tags.