Proper UTM Structure
UTM parameters should be used whenever possible to track the response of a marketing or sales campaign. Easily build a campaign URL with UTMs at https://ga-dev-tools.appspot.com/campaign-url-builder/. To use this builder, use the terms below to define the specific source of traffic to your landing page URL. Use the definitions below and guidelines to specify as many details as possible.
"NEVER use the terms "organic," "referral" or "none" in a UTM. These terms have specific meanings in Google Analytics, and using them will confuse the website analytics and cause traffic to be incorrectly attributed."
- URLs should ALWAYS be all lowercase and ALWAYS have ONLY hyphens for separation within parameter names.
UTM Parameters
| UTM Parameter | Connected To |
|---|---|
| Website URL | URL of the page you want to promote. Be sure to include http or https. |
| Source | The branded source of your traffic (ex: "linkedin", "facebook", "mailchimp",”re-magazine”). |
| Medium | The general type of traffic (ex: "cpc", "share", "email"). |
| Campaign | The name of the campaign or offer, plus year for non-ongoing campaigns (one campaign can have multiple sources associated with it). Keep this focused on the product or service. |
| Content | "Used to describe the details of the ad or link to differentiate this exact ad/message from others (ex: “footer-link”,”logo-image”,”button”) |
| Term | Leave blank for future search term automatic population |
Content
| Offer Type | Abbreviation |
|---|---|
| case study | cs |
| white paper | wp |
| infographic | ig |
| video | vid |
| one sheet/sell sheet/brochure | os |
| checklist | cl |
| how-to guide | htg |
| top 10 list | t10l |
| design guide | dg |
Examples
| Source Examples | Medium Examples | Campaign Examples |
|---|---|---|
| cpc | fixed-asset-labels-quote | |
| print-ad | warehouse-labeling-htg | |
| unbounce | facilities-management-white-castle-cs | |
| mailchimp | webinar | rfma-2021 |
| sharemytoolbox | booth-visit | coop-pole-tag-samples |
| tradeshow | share | 25-dollars-off-coupon |
| re-magazine | affiliate | nadcap-exemption-wp |
UTM Parameters for trade show attribution
| Offer Type | Abbreviation |
|---|---|
| utm_souce | tradeshow |
| utm_campaign | Name or abbreviation of tradeshow / conference / event + year + season if applicable |
| utm_medium | booth-visit, email, print-ad, etc. |
| utm_content | Message of piece, publication name, sending timeframe for email, ad page size or other info if differentiation is needed |