Ad - Urchin Tracking Module (UTM) - or Campaign Parameters

About

Urchin Tracking Module (UTM) are tracking information added to an URL and are also known as campaign parameters.

Usage

They are used on every HTML document such as a web page or an email to track clickthrough rate

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

Example

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

In a markdown Github documentation

[link](https://www.target.com/?
    utm_source=referrer   &
    utm_medium=github   &
    utm_campaign=tpl_lang_tutorial
)

Retargeting

 utm_source=Criteo&utm_medium=Retargeting&utm_campaign=Perry_Criteo

Referrer

HTTP - Referer (Referrer)

https://www.cloudflare.com/learning/bots/what-is-a-bot/?utm_referrer=https://www.google.com/

Tool

Documentation / Reference


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