Where do users come from? UTM tags

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UTM tags are not just a tool for digitizing your marketing efforts, but also a powerful way to understand user behavior in a deeper way. By evaluating different channels and specific campaigns, you can identify your strengths and areas for improvement.

What are UTM tags

UTM tags, or Urchin Tracking Module, are special tags line database added to URLs that help analytics systems like Google Analytics collect information about website visits and evaluate the effectiveness of marketing campaigns. They allow you to divide traffic by various parameters, such as source, traffic type, campaign name, and others.

The main parameters of UTM tags:
1. utm_source (traffic source) - indicates the original resource, such as Google, Facebook, newsletter. Using this parameter, you can determine which channel generates the most traffic.
2. utm_medium (traffic type) - indicates the type of traffic, for example, “cpc” (pay-per-click), “email” (newsletter), “referral” (link follow-through). This helps you understand which marketing methods are working best.
3. utm_campaign (campaign name) - identifies a specific marketing campaign. This is especially useful when running multiple campaigns at once.
4. utm_term (keyword) - used to track paid search campaigns and helps you understand which keywords are driving the most traffic.
5. utm_content (content) - helps you differentiate between ads or links that point to the same URL. This is useful for A/B testing different versions of content.





Why Use UTM Tags in Emails

The main purpose of using UTM tags in emails is to get detailed information about the effectiveness and behavior of users. When you add UTM tags to links inside an email, you get several key benefits:

1. Measure the effectiveness of emails. With UTM tags, you can clearly determine how many users clicked on links in the email. This will help you understand which emails attract the most attention and responses.
2. Analyze user behavior. Understanding which links are clicked more often and which pages people go to, you can optimize the content of the email to the interests of your subscribers and improve overall effectiveness.
3. Evaluate ROI. ROI (return on investment) is a key indicator of the success of any marketing campaign. With the help of analytics, you can not only calculate which emails bring in the most revenue, but also understand how best to allocate your marketing budget to achieve better results.

How to Add UTM Tags to Email Links

Creating UTM tags can be done manually by adding the necessary parameters to the URL, or using specialized tools such as UTM tag generators.


When adding UTM tags, it is important to ensure that the parameters used are correct and consistent, so that the data can be easily analyzed in the analytics system.

There are various online UTM tag generators that simplify this process. For example, Google URL Builder, which allows you to quickly and easily create the required URL with UTM parameters.

Examples of using UTM tags in various sources

1. Email newsletters: Your link to the product in the letter may look like this:




This allows you to track the effectiveness of your mailings and understand where to improve your strategy.





2. Social Media: Split your campaigns across different social platforms to determine which one is driving the most traffic:


https://example.com/? utm_source=facebook& utm_medium=social& utm_campaign=summer_sale& utm_content=post_link


This approach helps optimize social media marketing.

3. Contextual advertising: For Google Ads or Yandex.Direct:


https://example.com/? utm_source=google& utm_medium=cpc& utm_campaign=winter_sale& utm_term=sale_shoes


This will help you pinpoint which keywords and media are bringing in the most customers.

How to Analyze Data Collected with UTM Tags

Once you have UTM tags set up and are using them, head to Google Analytics or any other analytics tool. Under the Source/Campaign section, you will be able to see results broken down by utm_source, utm_medium, utm_campaign, and other parameters. This will allow you to compare different channels and campaigns based on key metrics such as conversions, average session duration, and bounce rate.

This data will provide you with deep insights and help you better understand which marketing efforts are working best and which ones need some work. Ultimately, using UTM tags is a powerful tool in any marketer’s arsenal. They not only help you track and measure your efforts, but also help you make informed decisions for future strategies. Mastering UTM tags can greatly increase the effectiveness of your marketing campaigns and lead to greater commercial success.