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UTM Parameters and Google Analytics

Learn how to create URLs with UTM Parameters for your campaigns.
B
Bindu Rekha Babu
29 Mar, 2024 - Updated 17 days ago
Table of Contents

Introduction

Want to measure the effectiveness of your campaigns through Google Analytics? Use URLs with UTM Paraments.

The Urchin Tracking Module, or UTM, is a simple code attached to a URL that tracks the progress of your campaigns. UTM parameters are integral to UTM. If you assign a UTM-coded URL to a marketing campaign, UTM parameters identify different aspects of the campaign like the source of clicks. The Urchin Tracking Module, or UTM, is a simple code attached to a URL that tracks the progress of your campaigns. UTM parameters are integral to UTM. If you assign a UTM-coded link to a marketing campaign, UTM parameters identify different aspects of the campaign like the source of clicks. 

UTM Parameters and Google Analytics

UTM Parameters are specific to Google Analytics.

You can use Google's Campaign URL Builder tool to generate custom URLs with UTM Parameters. When you assign URLs with UTM parameters to a marketing campaign - via the website, emails, newsletters, etc., Google Analytics will track the following: 

  • Where clicks came from
  • What campaigns directed the clicks to your website

Note: Google Analytics tracks a campaign through the following - source, medium, and campaign name. 

Use Case

You launch a campaign through your newsletter with a link to an offer. The newsletter is sent via email and is also available on your website. When readers or website visitors click the UTM-coded link, UTM Parameters track and measure the performance of your digital marketing campaigns by:

  • Identifying the source of clicks (email or website).
  • Sending data about your campaigns to Google Analytics. 
  • Automatically collecting data sent by Google Analytics for deeper analysis.​​​​​​

Here is an example you can use:  utm_source=weekly_sale to track your weekly sales email.

 

Benefit

By creating unique URLs (using UTM codes) for each campaign, you can use Google Analytics:

  • Track how each campaign drives traffic and conversions to your website. 
  • Compare different campaigns and see which ones are most effective.
  • Measure the performance of your digital campaigns. 
  • Derive detailed insights into the effectiveness of various marketing initiatives.
 

Creating UTM coded-URLs

Google's Campaign URL Builder tool allows you to create UTM-coded URLs to track marketing campaigns. It enables you to generate customized URLs with UTM parameters that can be easily tracked in Google Analytics. It provides detailed insights into the effectiveness of various marketing initiatives.

Note: You cannot create UTM codes directly in Google Analytics (GA).

Follow these steps to create UTM-coded URLs:

  1. Log in to Campaign URL Builder.
  2. Go to Demos and Tools.
  3. Toggle the UA to GA4.
  4. Go to the Web tab.
  5. Enter or select the following: 
    1. Enter the Website URL.
    2. Enter the Campaign Source.
    3. Enter the Campaign medium.
    4. Enter the Campaign Name. The URL builder tool automatically generates the UTM-coded link as you fill out the fields.
    5. Click the copy URL option on the right side of the URL.
    6. Paste the URL to a notepad or document.
You can now use this URL in your campaigns as promotional emails, website links, etc.
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