What are UTM tracking parameters? How can you use UTM tracking parameters to better understand the sources driving traffic to your website?
You can access the UTM form at https://ga-dev-tools.appspot.com/campaign-url-builder/
In this video, we’re going to talk about Google Analytics UTM tracking parameters. UTM tracking parameters let you track different types of sources and mediums beyond the default ones Google Analytics provides. This is especially helpful if you wanna track how ads or social media posts or newsletter links are performing. So in this video, we’re going to talk about how, and a little bit about why you’d end up using UTM tracking.
To start, I want to give you an example of how we use UTM tracking here at Elementive. In our email signatures, we include a link to our website and we wanna know how many people click on that link to end up visiting our website. You can see in my email signature what this ends up looking like. We have our regular URL, but then along with that, we also have UTM source, UTM medium, UTM content, and UTM campaign. These all provide additional pieces of information that are passed along to Google Analytics through the URL and then this information becomes available to us within the Google Analytics reports.
To create a UTM tracked URL, you can use Google Analytics UTM builder form. First, you paste in the URL you wanna link to, next you define the source and the medium. You can think of source as the specific place sending the traffic, and you can think of medium as the category of many different sources. So if this link is an email newsletter you’re sending out, the source might be the newsletter subject line, or internal ID for that newsletter. In that example, the medium would be email. Or if you wanna track a link in an ad, the source might be the website where the ad will appear on the ad network you’re using. The medium, in that case, would be paid, to specify the paid ad. In the case of our example of tracking our email signature links here at Elementive, the source that we specify is sig and the medium is email.
Campaign term and campaign content are optional fields that let you specify extra information about the link being tracked. Campaign term can be really helpful if you’re bidding on keywords and pay per click advertising. Campaign content can help you know which ad, or which specific link is getting clicked on. In our email signature example, we don’t use campaign term, but we do use campaign content to differentiate who’s email signature was clicked. So since this link will go in my email signature, we’ll end up using my name.
Finally, there is the campaign name field, where you can specify the name of the campaign or the project that you’re working on. In our email signature example, we use the campaign name signature. As you fill out the form, the generated URL will automatically build. Once you’re finished filling out the form, copy this URL and use it to link to this page.
Next, let’s hop over to Google Analytics and talk about where you can look at this in the reports. To access this information, you would scroll through the sidebar, click on Acquisition, All Traffic, Source/Medium. On the Source/Medium Report, you can see the sig/email are listed here as a traffic source. This is from our UTM tracking information. So during this timeframe, 52 people have clicked on the links in our signature.
To find the other information that we specified in the URL, you wanna add a secondary dimension. Click the link in the upper right-hand corner in the video to learn more about adding secondary dimensions. In order to look at the campaign content, you wanna add a secondary dimension of ad content. To look at the campaign name, you wanna add a secondary dimension of campaign name, or to find the term specified in the URL, you can add a secondary dimension of keyword.
If you have other questions about Google Analytics, or other aspects of measuring your website’s performance, please contact me.