Ad - Urchin Tracking Module (UTM) - or Campaign Parameters
Table of Contents
1 - About
Urchin Tracking Module (UTM) are tracking information added to an URL and are also known as campaign parameters.
2 - Articles Related
3 - Usage
They are used on every HTML document such as a web page or an email to track clickthrough rate
4 - Parameters
Parameters | Mandatory | Definition | Example |
---|---|---|---|
utm_campaign | Yes | Identifies a specific product promotion or strategic campaign. | utm_campaign=spring_sale |
utm_source | Yes | Identifies which site sent the traffic, and is a required parameter | utm_source=Google |
utm_medium | Yes | Identifies what type of link was used, such as cost per click or email. | utm_medium=cpc |
utm_term | - | Identifies search terms | utm_term=running+shoes |
utm_content | - | Identifies what specifically was clicked to bring the user to the site, such as a banner ad or a text link. It is often used for A/B testing and content-targeted ads. | utm_content=logolink or utm_content=textlink |
5 - Example
5.1 - Example 1
https://www.example.com/
?utm_campaign=summer-sale
&utm_source=summer-mailer
&utm_medium=email
where:
- utm_campaign - identify the overall campaign named summer-sale
- utm_medium identify that the traffic comes from an email
- utm_source identify that the summer-mailer campaign which is a sub campaign of summer-sale
5.2 - In a markdown Github documentation
[link](https://www.target.com/?
utm_source=referrer &
utm_medium=github &
utm_campaign=tpl_lang_tutorial
)
5.3 - Retargeting
utm_source=Criteo&utm_medium=Retargeting&utm_campaign=Perry_Criteo
5.4 - Referrer
https://www.cloudflare.com/learning/bots/what-is-a-bot/?utm_referrer=https://www.google.com/