Similarly, you can also add UTMs to any links you manually provide to other websites to anchor in their content and link back to your website. With the right UTM tagging, you can know exactly which links in the email brought in visitors, and ultimately sales. Unless you tag the links in your emails with UTM parameters, Google Analytics will most likely classify the traffic as ‘direct traffic’ - the black hole of lost traffic acquisition data. It takes a lot of time and effort to create good email campaigns - but without UTMs the most you can really know about their effectiveness involves open rates and click rates. Proper and important UTM tagging comes into play with email marketing too. And with the right tagging conventions in place, they’ll also know the targeting you used and even the type of content used in the ad itself. Then Google Analytics - and other tracking solutions you might have in place - will know that the traffic came from a paid Facebook ad. While Google Ads and Bing Ads automatically add UTM tags to your links, other crucial traffic sources do not.įor example, if you spend thousands of dollars on Facebook ads to send traffic to your site, the only way you can assess how well those ads perform is to tag them with UTMs. You can pin down where your website traffic comes from, even down to the specific ad or keyword that generated it, with the help of UTM tracking. URLs with UTM tracking tags generally look like this: Why are UTMs so useful?
The structure always stays the same: starting with the URL itself followed by a question mark, followed by multiple UTM parameters.
UTM tracking tells analytics solutions, for example, Google Analytics, more about where your website traffic comes from.
UTMs (short for Urchin Tracking Modules) make up pieces of text - called parameters or tags - added to the end of URLs. So let’s start at the beginning - understanding UTM tracking and why it's so important.
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