What are UTM (Urchin Tracking Module) Codes? | Directive

Urchin Tracking Module (UTM) codes, also known as UTM parameters, are simple, customizable text-based tags that allow SaaS marketing agencies to measure the ... UrchinTrackingModule(UTM)Codes WhatareUTMCodes? UrchinTrackingModule(UTM)codes,alsoknownasUTMparameters,aresimple,customizabletext-basedtagsthatallowSaaSmarketingagenciestomeasuretheperformanceofmarketingcampaignsacrosstrafficsourceswithgreateraccuracyandresolution. UTMcodescanbeaddedtotheendofanyhyperlinkyoupublishonanychannelaspartofyourdigitalmarketingefforts.WhensomeoneclicksonalinktoyourwebsitethatcontainsUTMcodes,theinformationfromthosetagsissentbacktoyourGoogleAnalyticsfortrackingandattributedtothebrowser’swebsitesession.  UTMcodescanbecustomizedbymarketingteamstocarryinformationaboutthespecificmarketingchannel,platform,orcampaignwherethelinkwillbepublished.Thisallowsmarketerstoknowexactlywhichlinksaregeneratingthemostreferraltraffictotheirlandingpages.   HowDoUTMCodesWork? MarketersaddUTMcodestothehyperlinkstheypublishsotheycancorrectlyattributeclicksandwebsitetraffictothecorrectmarketingchannel,trafficsource,campaign,keyword,orcontentelement. Here’sanexampleofanordinaryURLthatlinkstoourSaaSSEOagencyservicepage: Now,here’sthesameURLwiththreeUTMparametersattachedtotheendofit(highlightedinyellow):   Whenauserclicksoneitheroftheselinks,they’llbedirectedtoourSaaSSEOagencyservicepage.ButwhentheuserclicksthelinkthatcontainstheUTMcodes,ourwebsiteanalyticstool(GoogleAnalytics)capturestheinformationfromthoseparametersandattributestheirvisittotheindicatedsource,medium,andmarketingcampaign.   Inthisexample,anytrafficcomingtothedesignatedURLthroughthislinkwillbeattributedtoLinkedIn(thesource),SocialMedia(themedium,orchannel),andamarketingcampaignwe’recallingSEOOutreach.   Next,we’llshowyouthefiveUTMcodessupportedbyGoogleAnalyticsandhowtheycanbeusedtounderstandwhereyourtrafficiscomingfromandwhy. TheFiveUTMCodesExplained GoogleAnalyticssupportsfivedifferentUTMparametersthatmarketerscanimplementtomeasuretheoriginsoftheirreferraltrafficmoreaccurately.  WhenaddingUTMcodestoahyperlink,theutm_sourceandutm_mediumparametersmustalwaysbeincluded.Otherwise,marketersmayincludeasmanyUTMparametersastheywish,andinanyordertheychoose.   ThefiveUTMparametersare: 1.Source Tag:utm_source Overview:TheSourceparametershouldindicatethenameoftheplatformwherethelinkwillbepublished,allowingmarketerstodeterminewhichplatformsaredrivingthemosttraffictotheirlandingpages. Examples:  utm_source=twitter utm_source=facebook utm_source=google   2.Medium Tag:utm_medium Overview:TheMediumparametershouldindicatethenameofthemarketingchannelormediumwherethetrackedlinkwillbefeatured.ThiswillallowGoogleAnalyticstomeasuretrafficbychannelanddeterminewhichonesareperformingthebest. Examples:  utm_medium=ppc utm_medium=socialmedia utm_medium=guestblog   3.Campaign Tag:utm_campaign Overview:TheCampaignparametershouldbeusedwhenalinkisbeingpublishedaspartofaspecificcampaignorpromotion.Thisallowsmarketerstoattributewebsitetraffictospecificmarketingcampaignsandseewhichonesareperformingthebest. Examples:  utm_campaign=blackfriday2022 utm_campaign=backtoschool utm_campaign=productlaunch   4.Term Tag:utm_term Overview:TheTermparameterisusedtoassociatealinkwithakeyword(s)thatyou’vepaidforinaPPCadvertisingcampaign. Examples:  utm_term=marketing+agency utm_term=seo+agency utm_term=ppc+agency   5.Content Tag:utm_content Overview:Whenyoupublishanadvertisementorapieceofcontentthatcontainsmultiplelinkstoyourwebsite,theContentparametermaybeusedtoidentifyexactlywhichlinkofthoselinkstheuserclickedon.ThistagisoftenusedinA/Btestingapplicationsandcontent-targetedadvertising.   Examples:  utm_content=sidebarlink utm_content=footerlink utm_content=headercta utm_content=adimage utm_content=adtext   HowtoCreateUTMCodesinGoogleAnalytics GoogleAnalyticsoffersaCampaignURLBuildertoolthatmakesiteasytoaddUTMparameterstoyourURLsandstartmeasuringtheperformanceofyourcampaignsinGoogleAnalytics. OnceyoustartusingUTMcodes,you’llbeabletologintoyourGoogleAnalyticsandsegmentyourwebsitetrafficbySource,Medium,orCampaigntoidentifywhichmarketinginitiativesandtrafficsourcesaredeliveringthebestROIforyourmarketingdollars. MeasureYourMarketingPerformancewithUTMCodes Maximizingtherevenuepotentialofyourorganizationdependsonyourabilitytoidentifyandfocusonhigh-performingmarketingchannels.LeveragingUTMcodestobetterunderstandtheoriginsofnewtrafficonyourwebsiteandlandingpagesisagreatwaytodiscoverwhichmarketingchannelsandplatformsdrivethebestresultsforyourorganization. UTMCodesarealsoattributedtobrowsersessions,aswellassubsequentbrowsersessionsoverasix-monthperiod.Thisallowsmarketingteamstogetaclearpictureoftheentireuserjourney,fromthefirstengagementthroughtopurchase. AsaleadingMarketingOpsagency,DirectiveleveragesUTMcodesaspartofourCustomerGenerationmethodologytomeasuremarketingperformanceacrosschannelsandidentifymarketinginvestmentsthatdrivethegreatestreturnsforourB2BSaaSclients.  Readytolearnmore? Bookanintrocallwithourteam,orJoinSocietyandgetaccesstofreeadviceandexclusivecontentfromourcommunityofSaaSmarketingleadersandprofessionals.   Learnmore JoinSociety,afreeslackcommunityforSaaSmarketers. JoinourCommunity 4CrucialTipsforUsingGoogle’sSmartBiddinginSaaSMarketing Theconceptofmachinelearninghasmixedconnotations,thoughithascomealongwaysincethedaysofTheTerminator.TheuseofmachinelearningthroughGoogleSmartBiddingpromiseseasyandeffectivebidding,anditisn’tjustforretailbusinesses.Google’sSmartBiddingisabletobeusedincrediblyeffectivelybyB2B/SaaSclients[…] SamCalhoun In PPC TheMajorDifferencesBetweenSEO&LocalSEO Ifyou’reactivelytryingtopromoteyourbusiness,youmighthaveheardaboutsearchengineoptimization(SEO).Butwhatifyou’realocalbusinesslookingtodrivemorefoottraffictoyourphysicalstore?ShouldyoufocusmoreonlocalSEOororganicSEO?Moreimportantly,howislocalSEOdifferentfromorganicSEO?In[…] MahnoorSheikh In LocalSEO SEO A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Weusecookiestoimproveyoursiteexperience. Youcanlearnmoreorchangeyoursettingsasdetailed inourPrivacyPolicy.Bycontinuing, youconsenttoacceptourcookies. Continue