UTM 101: Add meaning to your marketing data
Urchin Tracking Module or more commonly known as UTM parameters can be used to track online campaign performance by adding them to a URL that links back to your website. When used in this way can can help to identify traffic sources and campaign details.
UTM parameters help give more meaning to your analytics data by adding context about where your traffic is coming from and why.
Here are the key UTM parameters:
- utm_source - Identifies the traffic source (e.g. Google, Facebook).
- utm_medium - Shows the channel used (e.g. email, CPC).
- utm_campaign - Names the campaign (e.g. summer_sale).
- utm_term - Captures paid search keywords.
- utm_content - Differentiates links or creatives (e.g. banner vs. text link).
These tags make it easier to analyse performance in tools like Google Analytics and can also enrich a Customer Data Platform (CDP) by providing insight into what campaign or content triggered a user’s visit.
