UTM parameters are tags you can add to the end of a URL that can help you identify the specific source, medium, and campaign that led to a click. In this article, we'll explain what UTM parameters are, how to use them, and their benefits for affiliate link tracking.
What are UTM parameters?
UTM stands for "Urchin Tracking Module," which was a web analytics software that Google acquired in 2005 and integrated into Google Analytics.
When you visit a website, you might have noticed a long tail at the end of the URL, starting with a question mark. This tail is called a query string and it communicates essential information about the user's journey to your website. This information is then transmitted to tools like Google Analytics, allowing you to analyze the origin of your traffic.
UTM parameters allow you to track various pieces of information about a click, such as the source, medium, campaign, and even the specific ad or email that led to the click.
Why Use UTM When You Already Have Google Analytics?
Imagine a user clicking on a link on another website that leads to your site. In most cases, Google Analytics will automatically determine the referral source by looking at the referrer information sent with the web request.
However, if the link is in an email instead of a website, the referrer information may not be available, causing Google Analytics to incorrectly categorize the user as direct traffic.
By adding UTM parameters to the links in your emails or other off-site marketing materials, you can directly encode the source of the traffic into the URL. When users click on the customized link and land on your website, Google Analytics will read the UTM parameters from the URL and correctly categorize the traffic.
How to use UTM parameters?
To use UTM parameters, you'll need to add them to the end of your URL. The format of a UTM parameter is as follows:
utm_source=source&utm_medium=medium&utm_campaign=campaign
Here's what each UTM parameter means:
- utm_source: The source of the traffic. This can be the name of the website or platform where the link was shared, such as Facebook or Twitter.
- utm_medium: The marketing medium. This can be the type of marketing campaign, such as email or display ads.
- utm_campaign: The name of the marketing campaign. This can be the specific promotion or initiative you're running.
For example, let's say you're running a social media campaign on Facebook for a specific product. You could add UTM parameters to the end of your URL like this:
https://example.com/product/?utm_source=facebook&utm_medium=social&utm_campaign=product-launch
When someone clicks on the link, the UTM parameters will be sent to Google Analytics, and you'll be able to track the performance of your Facebook social media campaign for your product launch.
Benefits of using UTM parameters for affiliate link tracking
Using UTM parameters for affiliate link tracking offers several benefits, including:
- Accurate tracking: UTM parameters allow you to track the performance of your marketing campaigns accurately. You can see the specific source, medium, and campaign that led to a click, giving you valuable insights into the effectiveness of your marketing efforts.
- Optimization: By tracking the performance of your marketing campaigns, you can optimize them for better results. You can identify which sources, mediums, and campaigns are performing well and adjust your strategies accordingly.
- Attribution: UTM parameters allow you to attribute clicks and conversions to specific marketing campaigns, giving you a better understanding of which campaigns are driving revenue for your business.
- ROI: By tracking the performance of your marketing campaigns, you can calculate the ROI of your marketing efforts and make data-driven decisions about where to allocate your marketing budget.
Frequently asked questions
Do I need to use UTM parameters for every link I share?
No, you don't need to use UTM parameters for every link you share. However, it's a good practice to use UTM parameters for all of your marketing campaigns so that you can track their performance accurately.
Can I change UTM parameters for the same link?
Yes, you can change UTM parameters for the same link. For example, if you're running a social media campaign for a product launch and then switch to an email campaign, you can change the UTM parameters to reflect the new campaign.
Can I use UTM parameters for offline campaigns?
Yes, you can use UTM parameters for offline campaigns. For example, if you're running a print ad campaign, you can include a URL with UTM parameters in the ad and track the clicks and conversions.