What you need to know about UTM parameters!
Posted: Mon Apr 21, 2025 5:27 am
If you've already worked extensively with Google Analytics, you've probably come across the term "UTM parameter" before. Unfortunately, in our Google Analytics audits, we see a very high percentage of campaign tracking not being used. This deprives many companies of a relatively simple opportunity to analyze their online marketing efforts in detail.
The abbreviation UTM stands for "Urchin Tracking Modules." Urchin Software was acquired by estonia phone number data Google in 2005 and developed the predecessor to Google Analytics. To learn more about your online audience, it's important to keep track of your individual campaigns and measures. UTM parameters help us do just that – provided we use them correctly. To ensure this, you should understand the basics of UTM parameters and know how to get the most out of your tracking tools. Almost automatically, your campaign tracking will improve, and you'll be able to allocate your marketing budget more effectively.
What is a UTM parameter?
UTM parameters are five tags, i.e. additions that can be added as an ending to a URL in order to evaluate the success of a marketing or advertising measure and, if necessary, to optimize it.
Once the page with the modified URL is accessed, Google Analytics can track and analyze your visitors' visits . This allows you to determine, for example, which channels visitors used to reach your website. You can also find out whether and how visitors interacted with the content displayed for the campaign. This is especially important if you can access your online presence from multiple channels and need to determine which one is working successfully and which channel you want to focus on further when expanding your campaign.
Of course, adding the UTM parameter doesn't change the content of the post. However, the UTM parameter allows Google Analytics to identify where visitors came from when they accessed the page and how they interacted with it.
The abbreviation UTM stands for "Urchin Tracking Modules." Urchin Software was acquired by estonia phone number data Google in 2005 and developed the predecessor to Google Analytics. To learn more about your online audience, it's important to keep track of your individual campaigns and measures. UTM parameters help us do just that – provided we use them correctly. To ensure this, you should understand the basics of UTM parameters and know how to get the most out of your tracking tools. Almost automatically, your campaign tracking will improve, and you'll be able to allocate your marketing budget more effectively.
What is a UTM parameter?
UTM parameters are five tags, i.e. additions that can be added as an ending to a URL in order to evaluate the success of a marketing or advertising measure and, if necessary, to optimize it.
Once the page with the modified URL is accessed, Google Analytics can track and analyze your visitors' visits . This allows you to determine, for example, which channels visitors used to reach your website. You can also find out whether and how visitors interacted with the content displayed for the campaign. This is especially important if you can access your online presence from multiple channels and need to determine which one is working successfully and which channel you want to focus on further when expanding your campaign.
Of course, adding the UTM parameter doesn't change the content of the post. However, the UTM parameter allows Google Analytics to identify where visitors came from when they accessed the page and how they interacted with it.