![]() ![]() If you leave utm_campaign and utm_medium off, the custom campaign tracking still works, but you’ll see “(not set)” as the value for those fields in Google Analytics. However, according to Holini, only the source parameter is required: When you add parameters to a URL, you should always use utm_source, utm_medium, and utm_campaign. utm_term and utm_content are optional. utm_ is simply the required prefix for these parameters. The last two parameters – term and content – are optional fields that add further context to the tracking. There are five UTM parameters that you can append to a URL:Īccording to Google, the first three parameters – source, medium, and campaign – are required. Anything that comes after the “?” is considered a parameter.įrom a user point of view, the UTM parameters are ignored when directing them to a destination URL.īut behind the scenes, Google Analytics brings the UTM parameters into their platform and puts the values into the correct dimensions: source, medium, campaign, term, and content. UTM parameters are simply “tags” added to existing URLs. Plus, marketing apps, marketing automation tools, and CRMs handle these parameters, too. Most major analytics platforms support the use of UTM parameters, especially the source and medium tags. Provide precise data about where traffic and conversions come from.Help you track the value of marketing programs and campaigns.Let you run A/B split testing on different pieces of content.Organize incoming traffic into meaningful buckets. ![]() Identify sources of traffic and their properties.Content – Which link (ad, image, text, or button) works best.Term – Which keyword or search term is driving the most traffic.Campaign – Why the traffic is coming to my website.Medium – How the traffic is coming to my website. ![]()
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