Depending on how precisely we set the UTM parameters, we can monitor traffic not only at the channel level (e.g. e-mail, SMS, social media) or a specific SMS campaign , e-mail campaign , or even a single advertising variant.
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How does the UTM parameter work?
The principle of the UTM parameter is very simple. It is usually located in the URL after the question mark. Therefore, it is not actually part of the address, but only a carrier of information. It is the creator who decides what text is assigned to a given parameter. Within a single link, we can, and even must, set at least several UTM parameters.
If you have properly configured an analytics tool (e.g. Google Analytics) for your website (or mobile app), it will collect data on traffic and its sources. The program will recognize UTM parameters and allow you to easily analyze, sort, compare, and verify results related to specific campaigns, ads, and sources.
Types of UTM tags
There are 3 main UTM parameters needed to create a link in a special tool provided by Google. This category includes:
utm_source: identifies the traffic source, e.g. google, facebook, newsletter;
utm_medium: specifies the type of medium through which the user reached the site, e.g. cpc (paid campaign), email, social;
utm_campaign: identifies a specific advertising or marketing campaign,