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Urchin Tracking Module
Urchin Tracking Module (UTM) parameters are used to measure the efficacy of digital marketing across various referring sources, mediums, and campaigns.
What are UTM Parameters?
Urchin Tracking Modules (UTM) parameters are used to measure the efficacy of digital marketing across various referring sources, mediums, and campaigns. UTM Parameters are typically appended to URLs based on pre-defined taxonomies that map back to an analytics dashboard for easy and repeatable measurement.
What is an example of a UTM Parameter?
UTM Parameters are easy to implement within the context of an existing URL. As an example, if you are running a prospecting campaign on the Google Display Network targeting foodies in Los Angeles, California using responsive display ads, you may choose to append the following UTM Parameters to your landing page.
In this example, we are defining the following parameters that will feed to our analytics dashboard when clicked.
Source: In this case, display advertising (as opposed to search, email, etc.).
Medium: In this case, google (as opposed to facebook or tiktok, etc.).
Campaign: In this case, Prospecting to Foodies in Los Angeles, CA (as opposed to retargeting to website visitors, etc.)
Content: In this case, responsive (as opposed to 300x250, story, etc.)
An added benefit to applying UTM Parameters to URLs used for digital advertising campaigns is the ability to create audiences — including Lookalike Audiences (LAL) — from those website visitors.
As an example, if you are running an influencer campaign, where the influencer will provide a link in her bio or a swipe up link within her Instagram story, it would be beneficial to have her use a custom URL with URL parameters that identify her as the source of traffic for your campaign.
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