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What is UTM

UTM stands for Urchin Tracking Module. "Urchin" is the name of the company that created and started using these tags. By the way, Urchin was acquired by Google in 2005 and created on its basis its own analytics system - Google Analytics.

UTM tags have proven to be a convenient and versatile tool. Therefore, tags began to be used in Yandex.Metrica and other analytics systems.

What are UTM tags made of?

UTM tags are GET parameters (passed to the server using a link).

The GET parameter is very easy to define: if you see a question mark in the URL, then everything after that mark is GET parameters.

One URL can contain multiple GET parameters. Here are the basic syntax rules:

each GET parameter consists of two elements - a key and a value. Between these elements - an equal sign (key = value);
GET parameters are separated by "&" (ampersand).

How many UTM tags are there

There are 5 generic UTM tags that can be used to mark up any links. These tags are recognized by Google Analytics and Yandex.Metrica.

Three out of five tags are required and must always be included in the URL:

utm_source - indicates the traffic source. For example, the site where you posted a guest article with a link to your resource. Or an advertising platform (like Facebook) where you place ads with a link to go to your site.

utm_medium - defines the type of traffic. For example, when placing ads on a pay-per-click model, this parameter is usually prescribed the value "cpc" (cost per click - cost per click). For an advertising banner - "banner", for a link in a mailing list - "email".

utm_campaign - this parameter is needed to indicate which advertising campaign the link belongs to. In some cases, dynamic values ​​can be used in this parameter. For example, if you are running targeted ads on Facebook, you can specify the dynamic parameter {campaign_id}, and the ID of your ad campaign will be automatically inserted into the link.

Two labels can be used optionally:

utm_term - This tag is needed to identify the keyword for which your ad was shown. The tag is optional, but you should use it to mark up links in Yandex.Direct or Google Ads search campaigns. To do this, use the dynamic parameter {keyword}. Also, the utm_term parameter is suitable for specifying other information (for example, the date of placing an advertising link).

utm_content - Helps distinguish between ads if other parameters are identical. For example, if you use two sponsored links in one article, then to track conversions for each of them, use the utm_content tag with different values ​​for each link.

The listed labels are used most often. They are enough to get detailed traffic statistics. There are also additional labels:

utm_nooverride - using this tag, you can determine where the first touch with the client occurred when tracking associated conversions. For example, a user clicks on a targeted ad, goes to the site, and subscribes to the newsletter. Then I followed the link from the confirmation letter and registered on the site. Under normal conditions, the analytics system will count email as the source, although in fact the user was brought in by targeted advertising. To correctly identify the source, add the utm_nooverride tag with the value "1" to the link on the site. So the analytics system will ignore the transition on this link, and the previous one will be taken into account. Note! The utm_nooverride tag is only understood by Google Analytics.

utm_referrer - helps to correctly track and take into account transitions in the presence of a Javascript redirect.
There are two important points here:

We start with the required tags.
We build mandatory tags according to the principle "from general to specific" - first the parameter of the highest level (source), then the type of advertisement, campaign, ad and keyword.

Assigning values ​​to labels:

utm_source = google - here we can specify any other value, the main thing is to make it clear later that the traffic came from Google search. For example, you can specify google-search. Please note that if you use two or more words in the parameter value, connect them with a hyphen or underscore. If you leave a space between the words, the link will be incorrect.

utm_medium = search - using this value we indicate what type of ad is used in the campaign (search).

utm_campaign = muzhskie-palto is the campaign name that we entered in Google Ads.

utm_content = ad1 - using this parameter, we can track which of the two ads is more effective. The previous tags will be the same for both ads, but in the utm_content tag we point to a specific ad. Accordingly, for the second ad, the value utm_content = ad2).

utm_term = zimnie-muzhskie-palto - specify the keyword. Please note that for the correct operation of UTM tags, it is better to use the Latin alphabet. To do this, write Russian words transliteration (manually or using special services).

We have all the elements that will make up the tagged link are ready.

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