What are UTM tags and how should they be used?
UTM tags, also known as UTM codes, parameters, or tags, are small pieces of code that you can add to your URLs. These tags allow you to track and analyze the performance of your content using tools such as Google Analytics.
The way you use UTM tags will depend on what you want to track. There is no one-size-fits-all approach, so take the time to think about all the activities you want to track and consider how UTM tags can help.
Here are the main components of UTM tags and how they can be used:
- Source: The “source” UTM code acts like a referrer and tells you where your traffic is coming from, such as Google or Facebook.
- Medium: The “medium” UTM code tells you how your traffic is arriving, such as through a display ad or a paid social campaign.
- Campaign: The “campaign” UTM code can be used to name your campaigns so you know what effort brought you the traffic.
- Term: The “term” UTM code is useful for tracking keywords used in paid campaigns.
- Content: The “content” UTM code can be used to provide more details about the campaign or to differentiate between two links in an A/B test with different preview images.