Terms
Medium
Content
Campaign Name
Traffic Sources
The overall UTM module is referred to as UTM code or UTM parameters. There are five different types of things that you can set up to track with them. Let's go over them.
Terms
With terms, you're tracking a keyword term that someone clicked on. You'll see this parameter in paid advertising, so you can track whether or not your campaigns are fulfilling their duties.
The terms code looks similar to the URL above:
?utm_keyword
You'd replace the "keyword" with whatever one you're tracking.
Medium
You'd use this parameter if you're keeping an eye on traffic from a certain campaign medium, such as an email campaign. If you want to see who is following through, reading your emails, and then clicking on the provided links, you will put
"&utm_medium=email"
at the end of your links. Since each of your links in the email would be different, you can place the same UTM code at the end of each so that you know the traffic comes from the email campaign.
Content
On the other hand, if you have an email campaign with the same link in different sections, all with a different call to action, you can use the content UTM to see which ones are being clicked on.
This UTM looks like:
&utm_content=navlink
This is a good test to see which calls to action are the most effective, as well as note how far down people scrolled on the email.
Campaign Name
If you want to get very specific and send out plenty of emails as part of a multi-pronged campaign, you will use the campaign UTM tag. It looks like
&utm_campaign= campaign\-name
You can customize the "campaign-name" portion to whatever you'd like it to be. You can number it "campaign-five" or name it "campaign-original" accordingly.
Traffic Sources
Finally, if you have a GBP and want to see how many people are clicking on the link to your website, you'd use a traffic source, UTM. This one looks like
utm_source
with the word "source" replaced by the site.
For example, following the GBP example, you can use "google" instead of "source." Of course, you could also use another tracking tag since it's up to you, and you're the one who set up and is tracking the campaign.
As you can see, UTM parameters are a vital analytics tool for tracking your website's traffic.