A UTM (Urchin Tracking Module) is a Google Analytics tool that adds custom tracking code to URLs. Adding UTMs allows you to analyze the following:
Campaign Source: Measure where your traffic is coming from. Is it coming from Google, Facebook, newsletters, and/or other sources? Examples: utm_source=google, utm_source=facebook
Campaign Medium: What forms of advertising are driving your web traffic? For instance, you can sort your incoming clicks into categories such as CPC (cost-per-click) advertising, display network campaigns, or newsletters. Examples: utm_medium=cpc, utm_medium=newsletter
Campaign Name: This acts as the identifier for a specific campaign. It can be a website, a product, an event, a promo code, or a slogan. Examples: utm_campaign=cybermonday_promotion
Campaign Term: This usually includes your selected Google AdWords keywords. Example: utm_term=lihi
Campaign Content: This allows you to distinguish the effectiveness of different ads being used on the same medium. It’s frequently used to run an A/B test on campaign content.
Here’s how to set it up:
1.On the Create Short URLs page, click the UTM Builder button to open the settings. (To change settings for short URLs you have already created, please skip to Step 2.)
2.To embed UTM tags in existing short URLs, please go to the main page, click UTM Builder.
3.Fill in the UTM parameters you want to use.
4.Once you’re done, click Confirm on the bottom right.
5.On the Modify URL page, click Save.
6.You will see a message confirming the update was successful. Click OK to close the message and go back to the main page.