What Are UTM Tags?
UTM (Urchin Tracking Module) codes are small pieces of text that are added to the end of a URL to track where website traffic originates from when users click a link to that URL. These codes allow you to measure the effectiveness of your marketing campaigns and track the performance of different channels, such as social media, email, or pay-per-click advertising.
Reporting tools like Amplitude or Google Analytics can help you leverage UTM tags to track and analyse the performance of specific marketing campaigns. By using these tags to track user behavior, such as clicks, impressions, and conversions, you can gain valuable insights into which campaigns are generating the most traffic, engagement, and revenue.
UTM Parameter Examples?
There are 5 parameters you can add to your URLs:
utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example, Google, newsletter4, billboard.utm_medium: The advertising or marketing medium, for example: cpc, banner, email newsletter.utm_campaign: The individual campaign name, slogan, promo code, etc. for a product.utm_term: Identify paid search keywords. If you are manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.utm_content: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.
An example URL for a welcome email sent from Braze might look like this:http://www.thisdomain.com?utm_source=braze&utm_medium=email&utm_campaign=welcome_emailv2
Due to PCI compliance, the values for these UTM tags must only contain alpha-numeric characters (with the exception of _ - and +).
If you use any other characters then the tag is deemed invalid and won’t be sent to your reporting tools.