UTM: what it is and how to use the parameters in your marketing strategy
Posted: Tue Jan 21, 2025 5:13 am
Measuring data is essential to know whether a digital marketing campaign has actually brought good results or not. It is necessary to track several actions to be sure that the user converted after going through the ad or other type of material used. UTM (trackable link) is the key to obtaining this information.
Want to know more about this topic? Then keep reading, because in this article you will learn:
What is UTM in marketing?
What are the UTM parameters?
How and where to use UTM?
What is UTM in marketing?
How do you know if an e-book you created as a bait to bulgaria whatsapp data capture more leads actually generated conversions? One way to find out is by tracking its URL (Uniform Resource Locator, i.e., the virtual address), because this way you can know when the user came into contact with your material and specific link.
A URL trackable through UTM (Urchin Tracking Module) contains some parameters that help to understand exactly when the lead went through the link, through which channels, among other details that help Google Analytics and other tools to collect essential campaign data.
This makes monitoring the traffic of each link easier and more efficient, as it is possible to carry out a complete analysis of the channels used in marketing campaigns and define exactly what the origin of the traffic was and which link promotion action is performing best.
This means that in addition to optimizing the URL, you need to create UTMs to know if your campaign is performing well. In the example we gave from the e-book, the UTM would make it easier to understand:
through which channel the person came into contact with the material (email, Facebook, etc.);
which banner ad copy generated the user click;
whether it is paid or organic media;
among other information.
Here's an example of UTM:
“https://www.agenciamestre.com/cases-mes ... =instagram”
This UTM aims to measure how many people accessed the Atlantica Hotels Success Story page from Agência Mestre's Instagram. This way, it is possible to analyze the effectiveness of organic content for the promotion of these materials as well.
What are UTM parameters?
The traceable parameters of a UTM allow you to identify the most effective content on each channel of your business. These include:
Campaign
The utm_campaign is the main item of the trackable link and groups different sources, media and content. Campaigns can be rich materials, product promotion, a Black Friday campaign, for example, and much more.
Example:
utm_campaign=ebook-how-to-make-your-company-sell-more
Source
The utm_source determines the source of the traffic, that is, the channel from which the user came. Generally, the conversion comes from a social network, website or directory where the link was used. For example, Google, Facebook, Instagram, Twitter, Email, among others.
Example:
utm_source=facebook
Medium
The utm_medium identifies the source of the traffic. With this parameter, we can know, for example, if someone came to your website through organic traffic, email campaign, referral link, paid media (also known as “cpc”), and so on.
Example:
utm_medium=cpc
Content
utm_content is a part of UTM that helps a lot in determining what content is related to the link, especially when creating similar content for different audiences, A/B testing or ads with different formats.
In advertisements, the parameters mentioned above can be completely the same – campaign, source and medium – but the content is what differentiates the format used, for example, whether it is a banner, a video or another type of material.
Want to know more about this topic? Then keep reading, because in this article you will learn:
What is UTM in marketing?
What are the UTM parameters?
How and where to use UTM?
What is UTM in marketing?
How do you know if an e-book you created as a bait to bulgaria whatsapp data capture more leads actually generated conversions? One way to find out is by tracking its URL (Uniform Resource Locator, i.e., the virtual address), because this way you can know when the user came into contact with your material and specific link.
A URL trackable through UTM (Urchin Tracking Module) contains some parameters that help to understand exactly when the lead went through the link, through which channels, among other details that help Google Analytics and other tools to collect essential campaign data.
This makes monitoring the traffic of each link easier and more efficient, as it is possible to carry out a complete analysis of the channels used in marketing campaigns and define exactly what the origin of the traffic was and which link promotion action is performing best.
This means that in addition to optimizing the URL, you need to create UTMs to know if your campaign is performing well. In the example we gave from the e-book, the UTM would make it easier to understand:
through which channel the person came into contact with the material (email, Facebook, etc.);
which banner ad copy generated the user click;
whether it is paid or organic media;
among other information.
Here's an example of UTM:
“https://www.agenciamestre.com/cases-mes ... =instagram”
This UTM aims to measure how many people accessed the Atlantica Hotels Success Story page from Agência Mestre's Instagram. This way, it is possible to analyze the effectiveness of organic content for the promotion of these materials as well.
What are UTM parameters?
The traceable parameters of a UTM allow you to identify the most effective content on each channel of your business. These include:
Campaign
The utm_campaign is the main item of the trackable link and groups different sources, media and content. Campaigns can be rich materials, product promotion, a Black Friday campaign, for example, and much more.
Example:
utm_campaign=ebook-how-to-make-your-company-sell-more
Source
The utm_source determines the source of the traffic, that is, the channel from which the user came. Generally, the conversion comes from a social network, website or directory where the link was used. For example, Google, Facebook, Instagram, Twitter, Email, among others.
Example:
utm_source=facebook
Medium
The utm_medium identifies the source of the traffic. With this parameter, we can know, for example, if someone came to your website through organic traffic, email campaign, referral link, paid media (also known as “cpc”), and so on.
Example:
utm_medium=cpc
Content
utm_content is a part of UTM that helps a lot in determining what content is related to the link, especially when creating similar content for different audiences, A/B testing or ads with different formats.
In advertisements, the parameters mentioned above can be completely the same – campaign, source and medium – but the content is what differentiates the format used, for example, whether it is a banner, a video or another type of material.