Ad - Urchin Tracking Module (UTM) - or Campaign Parameters
Table of Contents
About
Urchin Tracking Module (UTM) are tracking information added to an URL and are also known as campaign parameters.
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Usage
Tag your ads, emails and social media posts with UTM tags and analyze your ecommerce and marketing campaigns from click to conversion.
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
The referer identifies the URL of the page where the request originated.
https://www.cloudflare.com/learning/bots/what-is-a-bot/?utm_referrer=https://www.google.com/