What are UTM links?
Posted: Wed Jan 22, 2025 10:44 am
UTM links are URLs enriched with special parameters that send data to analytics tools such as Google Analytics . The name UTM comes from Urchin Tracking Module , a tracking system created by Urchin Software Corporation, which Google acquired in 2005.
The history of UTM (Urchin Tracking Module)
The UTM system was created to better monitor Internet traffic. Urchin Software Corporation developed a method for labeling links that allowed for easy analysis of data in analytical tools. In 2005, this technology became an integral part of Google Analytics, which made it a standard in monitoring marketing campaigns worldwide.
Basic UTM parameters
Each UTM link consists of five parameters that allow for precise tracking of skype phone number data the source, medium, and marketing campaign. Here is an overview:
utm_source – identifies the traffic source, e.g. Facebook , Newsletter , Google Ads .
Example: utm_source=facebook
utm_medium – indicates the medium through which the user reached the page, e.g. cpc (cost per click), email , social .
Example: utm_medium=cpc
utm_campaign – specifies the name of the marketing campaign, e.g. winter_sale_2024 .
Example: utm_campaign=zimowa_wyprzedaż_2024
Additional parameters like utm_term (keywords) and utm_content (differentiating campaign elements, such as banners) enable even more detailed monitoring of activity, allowing marketers to analyze the effectiveness of individual campaign elements and make data-driven decisions.
The history of UTM (Urchin Tracking Module)
The UTM system was created to better monitor Internet traffic. Urchin Software Corporation developed a method for labeling links that allowed for easy analysis of data in analytical tools. In 2005, this technology became an integral part of Google Analytics, which made it a standard in monitoring marketing campaigns worldwide.
Basic UTM parameters
Each UTM link consists of five parameters that allow for precise tracking of skype phone number data the source, medium, and marketing campaign. Here is an overview:
utm_source – identifies the traffic source, e.g. Facebook , Newsletter , Google Ads .
Example: utm_source=facebook
utm_medium – indicates the medium through which the user reached the page, e.g. cpc (cost per click), email , social .
Example: utm_medium=cpc
utm_campaign – specifies the name of the marketing campaign, e.g. winter_sale_2024 .
Example: utm_campaign=zimowa_wyprzedaż_2024
Additional parameters like utm_term (keywords) and utm_content (differentiating campaign elements, such as banners) enable even more detailed monitoring of activity, allowing marketers to analyze the effectiveness of individual campaign elements and make data-driven decisions.