Mar 4, 2024

How to Use UTM Campaigns to Improve Your Marketing Strategy

How to Use UTM Campaigns to Improve Your Marketing Strategy

A UTM (Urchin Traffic Monitor) campaign is a way to track the effectiveness of marketing campaigns in Google Analytics. To create a UTM campaign, you need to add specific tags to the URLs of your campaign's landing pages. These tags allow you to track the performance of your campaigns and understand how people are finding and interacting with your website.

There are five different UTM parameters that you can use:

  • utm_source: This parameter identifies the source of your traffic, such as Google, Facebook, or an email newsletter.
  • utm_medium: This parameter identifies the medium of your campaign, such as email, social media, or paid search.
  • utm_campaign: This parameter identifies the specific campaign that you are running, such as a sale or a product launch.
  • utm_term: This parameter identifies the keywords that you are targeting in your campaign.
  • utm_content: This parameter is used to differentiate between different versions of your ad or link.

To create a naming convention for your UTM tags, you should start by deciding on a structure that makes sense for your organization. Some common approaches include using a combination of the date, campaign name, and source/medium, or using a hierarchical structure that includes a parent campaign and sub-campaigns.

Here are a few examples of UTM tag structures:

  • utm_source=google&utm_medium=cpc&utm_campaign=2021_q1_sale
  • utm_source=newsletter&utm_medium=email&utm_campaign=january_2021_promo&utm_term=discount_code
  • utm_source=instagram&utm_medium=social&utm_campaign=spring_collection&utm_content=image_ad

It's important to choose a structure that is easy to understand and that will help you make sense of your analytics data. You should also consider using a tool like the Google Analytics URL builder to create and manage your UTM tags. This will help you ensure that your tags are properly formatted and that you are tracking the right information.

Insight: What does "Urchin" mean?

Urchin was a software company that was founded in the late 1990s. The company developed a web analytics software called "Urchin on Demand," which was later acquired by Google in 2005. The software was renamed Google Analytics and is now used by millions of websites around the world to track and analyze traffic data.

The term "Urchin" is also used to refer to the UTM (Urchin Traffic Monitor) tags that were developed as part of the Urchin software. These tags are used to track the performance of marketing campaigns in Google Analytics and provide valuable insights into how people are finding and interacting with a website.