UTM Tags

Also called: Urchin Tracking Module

UTM tags are online elements that can be added to links to provide insight into the results of marketing campaigns. This involves the use of the Urchin Tracking Module. This UTM tagging software module is a form of URL tagging for Google Analytics. The operation of UTM tags is easy to explain. These UTM tags behind the URL of links to(landing) pages give more insight into where visitors are coming from. UTM tags are designed from a marketing perspective and can be used to design and optimize marketing campaigns. Here we distinguish between 5 different types of UTM tags, each with parameters that can function independently of each other:

• UTM_medium: This UTM tag provides insight from which medium a visitor visits a website on a generic level.
• UTM_source: This UTM Tag provides insight into where a visitor comes from with Google Analytics being the source of this information.
• UTM_campaign: This UTM Tag provides insight from which campaign a visitor converts from.
• UTM_term: This UTM Tag provides insight into which keyword was used to direct visitors to a specific website or page.

• UTM_content: This UTM Tag provides insight into what content is used to direct visitors to a specific website or page but also to perform A/B testing related to content.