HOW TO CREATE UTM TAGS?

UTM tags are snippets of code, also known as GET parameters, added to the URL of a web page. They are used to track the effectiveness of various advertising campaigns and traffic sources.

What will we discuss?

• Why are UTM tags needed?
• How to set up UTM tags?
  • Ad platform — utm_source
  • Channel type — utm_medium
  • Campaign — utm_campaign
  • Keyword — utm_term
  • Link location — utm_content
• Dynamic URL Parameters
• Recommendations for creating UTM tags
• Where to use UTM tags?
• Where to track UTM tags?
• Сonclusions

UTM tags are added to the website URL to track information about specific link clicks. These URLs can be used on any external platform where the advertisement leads to a landing page. For instance, in email marketing, UTM tags inform marketers about the specific email and link (e.g., a logo in the header or a button at the end of the message) through which a potential client visited the site.

They allow you to analyze which elements attract recipients in newsletters, social media, or other platforms, and identify the most visited and conversion-friendly channels for your business.

Key Questions About UTM Tags

Why Are UTM Tags Important?

UTM tags help identify which platforms your target audience spends time on and enable tracking and analysis of website traffic. They are used to evaluate and improve various marketing tools, including social media posts.

Let’s consider an example of how Macy’s uses UTM tags across Instagram, Facebook, Google Ads campaigns, and email marketing.

Macy’s includes two store links on Instagram, shortening long URLs using Bitly. The characters following the main URL, starting with “?”, are UTM tags.

Similarly, Facebook displays shortened links. However, when hovered over, you can see that these links actually contain UTM parameters.

In Facebook posts, links with parameters are shortened to maintain a clean appearance. Marketers can still track the effectiveness and click-through rates of each post.

Email marketing platforms come with their own UTM parameters, allowing tracking not only of each email but also of individual images and lines of text. These UTM tags enable the creation of heatmaps and detailed analytics for email opens and clicks.

Similarly, Google Ads campaigns rely on detailed UTM parameters. As a result, all channels driving users to a website can be thoroughly tracked using UTM.

“UTM parameters provide incredibly valuable insights into your traffic. You can unlock a treasure trove of behavioral data that will help you boost sales and improve your overall marketing strategy,” says Neil Patel in his article “How to Use UTM Parameters to Track Everything”. How to Use UTM Parameters to Track Everything», — Neil Patel

UTM parameters allow the collection of link traffic data and its integration into Google Analytics. By tagging URLs with UTM parameters, a website owner or marketer continuously receives data from Google about where the traffic originated, which campaign it’s part of, and the journey it took to reach the link. This includes insights into where visitors clicked on-screen, which keywords yield the best results, and which ones can be ignored. This data not only helps in selecting more effective tools but also in refining and adapting them to meet the needs of potential customers.

How to Set Up UTM Tags?

A link with a UTM tag starts with the full URL of the website, including the “https://” prefix, and contains three to five parameters, each assigned a specific value.

There are three mandatory UTM parameters that must be defined (in any order) when creating a tag using any builder tool.

Advertising Platform — utm_source

This parameter identifies the name of the advertising platform where the link is placed, such as Facebook or Google Ads.

For example, if the link is placed in Google Ads, the value for this parameter should be “google”.

Example: utm_source=google

Abbreviations or shorthand can be used, but this may complicate data analysis. It’s better to use the full name of the platform in Latin characters: google, twitter, facebook, instagram, etc.

Channel Type — utm_medium

This parameter identifies the channel through which users accessed the link, such as through paid search ads, email campaigns, or referrals.

Example: utm_medium=referral

To ensure consistency and enable filtering, use standard, uniform naming conventions for channels, such as: “cpc” (cost per click) for paid search ads, “social_cpc” for paid social media ads, “display” for display ads, “referral” for links on external websites, “email” for email campaigns, “organic” for organic search.

Campaign — utm_campaign

This parameter can represent the name of the campaign, a product, a service, or a keyword.

Example: utm_campaign=black_friday

It serves as an identifier for different campaigns in your analytics tools. For instance, if you run two large email campaigns for the winter holidays, you could use distinct campaign values such as: utm_campaign=christmas, utm_campaign=new_year.

This allows for clear performance tracking for each series of emails, regardless of their volume or scale. While source and medium can vary within a campaign, the campaign parameter should remain consistent across all channels.

These optional parameters are primarily used for paid search campaigns and offer deeper insights into user behavior.

Keyword — utm_term

This parameter reflects the keyword used in the ad that led to a website visit. It’s often used to evaluate the ROI of paid keywords but can track any keyword.

For example, for Google Ads promoting a dance studio, you might use keywords like “sign up for contemporary” and “sign up for rumba”. To identify which is more effective, add parameters such as: utm_term=sign_up_for_contemporari та utm_term={keyword}.

Link Placement — utm_content

This parameter distinguishes between ads with identical other parameters. For instance, if an email contains three links (e.g., in the header, body, and footer), you could use: utm_content=header, utm_content=body та utm_content=footer.

The absence of additional parameters does not affect the operation of other UTM tags. But they make the analysis of advertising tools and channels more interesting and accurate.

Types of UTM Parameters

UTM Parameter	Purpose	Example
utm_source	Identifies the website or ad platform driving traffic. Example: Bing Ads, Google Ads	utm_source=bing
utm_medium	Specifies the type of marketing medium. Example: cpc, referral, email	utm_medium=cpc
utm_campaign	Identifies the specific campaign, product, or keyword. Example: Kids Toys, Kids Strollers	utm_campaign=kids_toys
utm_term	Specifies paid keywords used in campaigns. Example: running	utm_term=running
utm_content	Distinguishes links or ads with the same URL, source, medium, and campaign. Example: banner	utm_content=banner

These parameters provide invaluable insights into the performance of marketing campaigns and enable you to track audience responses with precisio. UTM tags use specific symbols to combine variables: “=” connects the parameter and its value, “&” separates UTM parameters, “?” separates the UTM tag from the main URL.

Dynamic URL Parameters

In the process of analyzing contextual advertising results, dynamic indicators can also be used to obtain additional information, such as the type of device from which the user accessed the link.

They are called dynamic because their values can change. For example, using the tag utm_term={keyword} in Google Ads, Google Analytics automatically replaces {keyword} with the keyword that triggered the ad display. Dynamic variables are most commonly used for the utm_content parameter, but they can be applied to other values as well.

Parameter	Parameter Value
{keyword}	Keyword triggering the ad display
{creative}	Ad ID
{network}	Source of traffic: Google search, search partner, or display network (letters g, s, d)
{matchtype}	Keyword match type: exact, phrase, or broad (letters e, p, b)
{adposition}	Ad position on the page (e.g., 1t2 – first page, t=top – second position from the top)
{device}	Device type: mobile phone, tablet, or PC (letters m, t, c)

The advertising system automatically inserts the required data into the URL during each ad click if the UTM tag includes a dynamic parameter. This eliminates the need for the labor-intensive process of creating separate links for each keyword to evaluate its effectiveness. A dynamic parameter is written in curly brackets:: utm_term={keyword}.

{keyword} is a special dynamic parameter for Google Ads campaigns, inserting the actual keyword that triggered the click..

More information about such parameters:

• Google Ads — https://support.google.com/google-ads/answer/6305348;
• Microsoft Ads: Parameters are slightly different https://help.ads.microsoft.com/#apex/3/en/56799/2.

Example of a typical tag we use for our Google Ads clients:

?keyword={keyword}&utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&creative={creative}&placement={placement}&target={target}&campaignid={campaignid}&adgroup={adgroupid}&feeditemid={feeditemid}&targetid={targetid}&loc_interest_ms={loc_interest_ms}&loc_physical_ms={loc_physical_ms}&matchtype={matchtype}&network={network}&device={device}&devicemodel={devicemodel}&ifmobile={ifmobile:mobile}&ifnotmobile={ifnotmobile:notmobile}&ifsearch={ifsearch:GoogleSearchNetwork}&ifcontent:[value]={ifcontent:GoogleDisplayNetwork}&keyword={keyword}&marketing.link=google-cpc-{campaignid}_{adgroupid}_{keyword}_{network}

Note: If this is a tag added to the Final URL, it should include the site name + question mark + tag. If it’s a tracking suffix, the tag is used without the question mark.

Dynamic variables can also be used to track the types of devices generating traffic. This allows you to optimize the landing page — for example, by adapting it for mobile users if a large volume of traffic comes from smartphones.

To monitor traffic by device type, use the dynamic value “device”: utm_content={device}.

When a user clicks a link with such a dynamic parameter, Google Ads automatically replaces {device} with the device type, such as “m” for mobile phone, “t” for tablet, or “c” for computer. These designations may vary by platform, so familiarize yourself with the rules and functions of parameters before launching campaigns on a new platform.

Recommendations for Creating UTM Tags

When creating UTM tags, you should follow a set of rules to avoid errors and challenges during the analysis of advertising campaign results. We’ve prepared a list of key points to consider when generating tags to simplify and enhance their tracking efficiency.

1. Consistent Naming System

Ensure that URLs are descriptive and free of excessive information. The characters in the link are visible to users, so only use values that are clear and easy to read.

2. URL Shortening

Overly long links are unappealing to users; they may seem suspicious or spam-like. Use tools like Bit.ly, Tinyurl.com, Lnnkin.com or Firebase Dynamic Links to shorten them. Short links are especially relevant for social media, email marketing, and QR codes.

3. Unified Case

The terms “instagram” and “Instagram” will be tracked by the system as two different parameters. Be aware of UTM case sensitivity and try not to use uppercase letters. Otherwise, you’ll have to search for the same campaign in two separate sections. Always use Latin characters instead of Cyrillic.

4. Tracking Links

Keep track of your UTM links in a spreadsheet. Free template services are available for this purpose. You can also create your own template and improve it as tasks evolve. An additional reference document with tagging instructions will help teams working on joint projects collaborate effectively. Make sure the file is interactive and allows for expansion and editing.

5. CRM Integration

Tracking data from UTM tags can be integrated into a CRM system. For businesses, the most important metric is not clicks or button conversions but revenue. A CRM system reflects the profitability of various online marketing channels.

6. Avoid Internal Links with UTM Parameters

Do not use UTM parameters for internal links. Otherwise, sessions in the analytics system will be artificially duplicated because each recognized parameter starts a new session. This leads to incorrect conversion attribution and a reduced average session duration. A high bounce rate due to interrupted sessions can negatively impact your site’s search ranking. Overall, there’s no reason to use UTM parameters for internal links—basic URLs are sufficient.

7. Caution When Copying Links

There’s always a risk of tracking errors when copying a UTM-tagged link and placing it on another platform. This can disrupt UTM tracking. It’s better to check that each copied URL does not include unnecessary codes before pasting it. This ensures proper traffic attribution.

8. Avoid Duplicate Symbols

Do not use multiple question marks in a URL. If the link already contains a “?” symbol, add UTM parameters using the ampersand “&”. If the link includes a “#” symbol, place UTM parameters before it.

9. Replace Spaces with Underscores

Using spaces can lead to errors and generate unnecessary codes. For instance, “instagram-reels”, “instagram_reels”, “instagramreels”, and “instagram reels” will be tracked separately. Moreover, “instagram reels” with a space in the URL will turn into “instagram%20reels”. The percentage symbol distorts the link and makes it bulkier. Replace all spaces with underscores instead.

10. Blocking UTM Tags from Indexing (Outdated Method)

Previously, it was common to block UTM-tagged links from indexing to avoid penalties from search engines, as these URLs duplicate identical links without tags on the same domain. Search engines might interpret this as manipulation. To avoid such issues, add the relevant code to the robots.txt file (or assign this to an SEO specialist):

User-Agent: web crawler name (a program that visits sites, evaluates content, and transfers web resources to search engine databases)

Disallow: /*?utm_

However, this method is no longer viable because Google Ads considers the landing page quality score. If the Google Ads bot cannot access the site to view its content, the landing page quality score drops, leading to higher costs per click and overall reduced profitability. The current method — canonical tags — is suitable for both Google Ads and search engines.

11. Canonical Tags

Add canonical tags in the headers of web pages. This prevents content duplication caused by UTM links.

The canonical attribute rel=”canonical” is added to the main URL of the page. This helps search engines understand which page should be indexed and which should not.

Even if you use campaign presets, track UTM links, and work with SEO, always check links with tags. Analyze whether the URL leads to the correct page and ensure it doesn’t get truncated in the browser during loading. Sometimes, technical site issues may cause problems, so perform final testing of UTM tags in action.

12. Creating Campaign Presets

To avoid manually entering each parameter and accidentally using incorrect codes, create presets for campaigns. Extensions like UTM Builder for Chrome, which integrates with Google Sheets, can be used for this purpose.

Where to Use UTM?

Proper and consistent use of UTM tags allows you to measure ROI and plan your budget effectively. Tags help determine which social media campaigns drive the most traffic and conversions, the cost per lead and customer, which platforms to focus on, and what type of content engages your target audience the most. It’s a comprehensive tool essential for businesses using multiple promotion channels.

By adding UTM tags, you can evaluate the effectiveness of various platforms and marketing tools.

• Paid Search Advertising. Which ad formats are the most effective? Which banners capture users’ attention? Where is the best place to place ads?
• Email Campaigns. Do all emails drive visitors to the site? If so, which content elements attract potential customers, and what can be removed?
• Messengers. Tags are the only way to analyze campaigns in Telegram, Viber, and others.
• Social Media. You might be spending time managing accounts on all popular social networks, while your customers only visit your site through Instagram or exclusively via Facebook. Tags reveal which posts resonate more with your audience, such as those with or without infographics.
• External Websites. By adding tags to links in guest posts, company information on listing sites, interviews, or influencer advertising, you’ll understand where to invest further.
• Print Advertising. Even a promotional brochure or paper catalog can include a text link created in a UTM tag generator and shortened using a dedicated service.
• Tags provide an excellent opportunity to analyze the performance of a blog, with articles linking to the main page of your site.
• Using tagging, you can also assess the relevance of lead magnets. For example, if you add a link to your website at the end of a free checklist, electronic book, or any useful material, the URL with tags can track its effectiveness.

Monitoring tags enables A/B testing of any marketing material or landing page, helping you determine what primarily influences sales or subscriber growth. For those positioning themselves as experts or business owners, UTM tags can act as identifiers of personal branding strength. For instance, if you run a personal blog on social media and share links to a commercial page in your posts or place them in your profile header, the tag will reflect the results of your efforts.

Where to Track UTM?

The data collected by UTM tags is sent to analytics services. To study the sources of website traffic, use Google Analytics, which organizes the tag content by fields (source, medium, keyword, campaign, ad content).

To do this, navigate to the menu and select “Traffic Sources” > “All Traffic” > “Source/Medium.” There, you will find information collected from the utm_source and utm_medium parameters.

To access data on other parameters, go to “Traffic Sources” > “Campaigns” > “All Campaigns.” You can locate the desired campaign using the identifier specified in the utm_content parameter.

“UTM tracking provides you with insights into which channels are most successful. The detailed results allow you to evaluate whether you are acquiring more new users, retaining or engaging them, and demonstrate the return on investment by channel and campaign”. The Dummies’ Guide To UTM Tracking For Google Analytics, — Richard Bayston

Tracking link clicks involves not only UTM tags but also automatic tagging, such as gclid in Google Ads and fbclid in Facebook Ads.

The gclid tag automatically generates an identifier for tracking clicks; however, when advertising on other platforms, UTM tags are still needed since gclid tags are only compatible with Google Analytics.

Similarly, fbclid tagging is exclusively compatible with Facebook Analytics. Therefore, for comprehensive and detailed statistics, it is necessary to connect and properly configure Google Analytics and use UTM tags according to the recommendations we’ve described earlier.

Conclusion

UTM tags are GET parameters transmitted to the server via a link. If a URL contains a question mark, all characters following this symbol are GET parameters. A single URL can include multiple GET parameters separated by an ampersand (&). Each parameter consists of two elements: the parameter and its value, always separated by an equals sign.

UTM tags allow you to collect data on which advertising platform, channel, and campaign visitors came from. This is managed by the required parameters: utm_source, utm_medium, and utm_campaign.

Additional parameters, utm_term and utm_content, help analyze which keywords drive the most traffic and which content format is most effective. Dynamic tags enable the collection of more detailed information, such as the devices used to access the site.

UTM tags should be included in all links placed on external platforms. To save time and ensure accuracy when creating tags, URL builders can be used. Analyzing the collected data in Google Analytics helps determine lead costs and ROI for all business promotion channels, refining the company’s marketing strategy.