UTM Parameters
UTM Parameters
UTM parameters are additions to a URL that let you attribute the origin of a visit in web analytics. They are appended after a question mark and are evaluated by Google Analytics. Three parameters are mandatory: utm_source for the source, utm_medium for the medium and utm_campaign for the campaign.
| Stands for | Urchin Tracking Module - after Urchin Software, the predecessor of Google Analytics |
|---|---|
| Mandatory | utm_source, utm_medium, utm_campaign |
| Optional | utm_content (variant) and utm_term (search term) |
| Spelling | case-sensitive; avoid special characters and accents |
| Only use for | external sources - inside your own project they distort the sessions |
UTM parameters definition
On the art of optimising traffic
Mission accomplished: a new article, post or video has just been created. Now the content has to be marketed as well as possible, so that a return on investment (ROI) becomes possible. But how do we collect the relevant data? How do we know which URLs produce good results and which campaigns are worth their money? The simple answer to that question is: UTM parameters.
What are UTM parameters?
UTM stands for Urchin Tracking Module. Urchin Software was a small company that did pioneering work in visitor tracking at the start of the millennium. Urchin is the predecessor of Google Analytics; Google bought the software in 2005. Google Analytics took over the functionality around UTM parameters and has offered it free of charge ever since.
UTM parameters are links that carry certain variables - the parameters. They make it possible to track individual marketing campaigns, that is, to record the source of a visit and of the campaign in as much detail as possible.
The goal is to measure the success of the campaign or to obtain important information for optimising a project or a campaign. So when a visitor clicks a URL containing UTM parameters, important anonymised information about that visit can be determined.
What is a tracking link?
A tracking link is a URL that carries UTM parameters. Example:
https://www.ebesucher.com/?utm_source=facebook&utm_medium=post&utm_campaign=advertising
This example URL states that the visitor reached the domain ebesucher.com through a post of a Facebook advertising campaign. The naming of the tracking parameters is up to the webmaster.
Which tracking parameters exist?
Google Analytics provides the webmaster with 3 essential and 2 additional UTM parameters. A tracking URL can contain only the essential ones or all five tags at once. A webmaster can therefore measure and evaluate very specific values, sources and use cases.
The campaign source utm_source
utm_source defines the source of the campaign. If a link is promoted through an advertising campaign on eBesucher, utm_source can be declared as ebesucher. Since the source is one of the most important criteria, utm_source is a mandatory parameter. The source therefore always has to be set when creating a tracking link for Analytics.
Maximum number of characters: 100
Typical examples: facebook, GoogleAds, newsletter
The campaign medium utm_medium
utm_medium defines the medium of the campaign. So when advertising through click campaigns on eBesucher, utm_medium can be defined as "clickad". For a task or for promoting a link in the surfbar a different term would be appropriate. Analytics requires the medium as a mandatory value as well.
Maximum number of characters: 50
Typical examples: cpc, surfbar, paidclicks
The campaign utm_campaign
With utm_campaign you can identify a specific promotion. So if the link offers a 20 % discount, utm_campaign can be named "20percent", for example. Specifying utm_campaign is always required.
Maximum number of characters: 100
Typical examples: campaign2026, 2026cw08
The campaign content utm_content
utm_content is used to tell apart several links on one page that point at the same destination. That allows conclusions about a successful call to action. It can turn out that an unassuming text link at the bottom of the page is clicked more often than an intrusive advertising graphic.
Maximum number of characters: 500
Typical examples: textlink, bannerad, teaser
The campaign term utm_term
This parameter is used only for search terms. So when traffic is generated through pay per click ads, the statistics can be filtered by specific search terms here.
Example: tagging paid campaigns on Google works by keyword. If an ad runs on Google across several keywords, tracking the search term makes sense.
Maximum number of characters: 500
Typical examples: (always defined individually)
Important notes on using UTM parameters
Anyone wanting to track links with UTM parameters should keep the following in mind.
Structure and spelling
Analytics distinguishes between tags such as Facebook and facebook and treats both as separate values. Accordingly, separate statistics are reported for both tags. Beyond that, special characters and accented letters should be avoided, since they may be represented differently in the URL.
Only analyse external links
UTM parameters may only ever be used through an external medium. That includes traffic from advertising campaigns, landing pages or e-mails. Using them inside one project is discouraged. There the parameters can deliver wrong or barely meaningful results, because conflicts with the Analytics session can occur.
Always test every link
Once a tracking link with UTM parameters has been created, it has to be tested. That makes sure external servers do not truncate or mangle the UTM parameters. If the interplay of the individual tags works, you are good to go.
Setting up UTM parameters
Whoever knows the UTM parameters can build their own tracking URL. It is even easier with Google's Campaign URL Builder.
Problems and drawbacks of UTM tracking
One substantial drawback is the long URLs. A visitor tends to ignore long URLs whose purpose they do not understand, or which tell them their surfing behaviour is being tracked. As a webmaster you have to keep in mind that short, speaking URLs appeal more to visitors. Such URLs generally have a higher click rate. Fortunately there are technical solutions for this as well: with JavaScript libraries such as Fresh URL the UTM parameters can be hidden inside a URL. Alternatively, short-URL services such as bit.ly or cutt.ly can simply be used.
Another drawback is link sharing. A tracking URL built into a landing page can be copied by the visitor. If that copied link is then shared in a social network, for instance, all clicks are attributed to that network and not to the landing page.
Why should I use UTM parameters?
UTM parameters are the perfect tool for every webmaster. Using them through Google Analytics is free and the effort is manageable. Webmasters or companies who do without this medium neglect important factors of OnPage optimization. Analyse your traffic in order to optimise the conversion rate - because in the end every piece of content has to prove it is worth its money. Even the most experienced webmaster can save money through tracking modules and extend the value chain of their website sensibly.
