UTM and traffic attribution

We all know that it is a pain in the ass to measure the performance of each of our digital campaign if we are unable to tell where are our users from. Are they from our previous email marketing campaign? Are they from our Campaign A or B on google Adwords? from Facebook? Instagram? Well, thanks to the UTM, you will easily be able to attribute your traffic to any of your digital marketing plateform. Here is a little guide about UTM, and how to use them.

What is an UTM, and how does it work?

A UTM is a list of parameters that you can add to your URL. this parameters contains informations that will be able to be analyzed and interpreted by any analytics tools (such as Google Analytics)

You will find below the list of parameters of the UTM:

Campaign Name *utm_campaign*: this parameter can be used to identify a specific campaign.
Example: utm_campaign=blackfriday

Campaign Source *utm_source*: this parameter can be used to identify where you traffic is from (google, facebook, twitter, etc)
Example: utm_source=google

Campaign Medium *utm_medium*: This parameter can be used to identify the medium used to bring the traffic, it can be ppc, a banner, a video …
Example: utm_medium=cpc

Campaign Term *utm_term*: This parameter can be used to identify the keyword that led the traffic to your website.
Example: utm_term=WebAnalytics

Campaign Content *utm_content*: This parameter can be used to differentiate a commercial link from another one. For example, in your email marketing campaign, you can insert two links. Thanks to utm_content, you can differentiate one link from the other one.
Example: utm_content=logolink or utm_content=buttonlink

The final URL would look like that:





No worries, these parameters will not affect the path of your website.

Google launched https://ga-dev-tools.appspot.com/campaign-url-builder/, this is a UTM creator, it will help you to create the full URL by filling it in. Make sure that your UTM respect a specific nomenclature if you want to be able to manage all of them easily. The uniformity of the building of your UTM will definitely affect the treatment process of your data.

Why is it important to track the source of your traffic?

On the internet, traffic can come to your website in many different ways. It can be from a social network (facebook, instagram, linkedin, ..), it can be from other websites that redirect to your website, it can be through direct access, it can be from ppc campaigns, etc. The thing is, you cannot track the performance of each of those traffic sources if you don’t know how many leads and customers each of them bring . Thanks to the use of the UTM, you will be able to see exactly which traffic source bring the most of acquisition, for the lowest cost, or see which traffic source is very expensive. You’ll then be able to adjust your investment, increase your ROI and reduce your CPA

If you want to be able to lead correctly an online marketing campaign, you must know your traffic and where your audience is coming from. Tracking your traffic sources is mandatory if you want to be able to optimize each of your traffic source to reduce your CPA and increase your return on investment. the use of the UTM is easy and allow you to attribute. If you are looking for more global details about traffic identification, here is a previous article we wrote.

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