The use of UTM parameters has completely transformed today’s online marketing strategies. You can easily see where you are gaining your traffic just by using the right parameters. For example, if you have an outstanding landing page on your website, you can measure the exact source of the traffic such as the name of the specific campaign or even the referral URL. Based on that, you can measure the effectiveness of your campaigns by using UTM codes.
What Are The 5 UTM Parameters & What Do They Mean?
There are 5 different parameters of UTM snippets that you can add to your UTM codes using a UTM builder. You will find the first three parameters in almost every link you see online. You can add the others for getting more insights on your existing links.
Source: If you are interested to know the exact source of where the traffic came from of your website link, you can add this parameter. You need to input the snippet of this text and also a UTM tracking variable to make it work. For example, you want to see the source of your content on Facebook. Your UTM code will look like this;
utm_source=facebook
Medium: Medium is basically the indicator of what type of content has generated the traffic for your website. It can be an email, a simple display, referral or even social media. In this case, your parameter will look like this;
&utm_medium=social
In this snippet, you can see the type of content by using medium and then add email to see if the traffic was generated through emails.
Campaign: If you are running an online campaign, putting up the campaign name in the UTM code, you can easily differentiate the traffic between different platforms. For example, using campaign names in the code can help you detect Facebook ad campaigns or Instagram ad campaigns. Your UTM code will look something like this;
&utm_campaign=buy2get1-campaign
Keyword: Keyword that gets clicked on mostly and brings traffic to your website just needs to be detected. In most cases, this parameter is used in paid ads to detect performance. You can put the keywords in athe UTM code like this-
&utm_term=brand+promotion
Content: It is also used as an optional UTM parameter for your links and you can easily measure the performance of CTA buttons like ‘Learn more’, ‘Buy Now’ etc by using this simple parameter. For example, you have different links on your website that lead to the same page. You can easily know exactly which link is leading this traffic to the destination page, no matter if it is coming from a blog post, call to action buttons or even a clickable image. Your UTM code will look like this-
&utm_content=buynow