What are UTM tags - how UTM works
Posted: Tue Feb 18, 2025 4:46 am
Effective marketing decisions made in e-commerce are known to be the key to success in any type of online business. However, to achieve this, they must be based on high-quality statistics obtained in all areas of product or service promotion – contextual or albania whatsapp data advertising, email newsletters, social networks, etc. UTM tags are an effective means of obtaining such statistics free of charge. Let's take a closer look at this mechanism, including the main techniques for creating and using UTM tags.
Use the free UTM tag generator for fast and accurate traffic analysis!
What are UTM tags?
UTM (Urchin Tracking Module) is a statistics tracking mechanism from Urchin , its first developer. It involves the use of special inserts ( UTM tags) in the code of links to your site, placed on different web resources – traffic sources.
Each UTM tag is the name of one of the standard parameters with a value assigned to it (see figure).
The example contains three such parameters: utm_source, utm_medium and utm_campaign . All of them are mandatory. In the link code, the parameters are written immediately after the symbol "?" without a space. Then, after the symbol "=", there are their values. In this case, these are google, cpc and compaign , respectively.
The values of some parameters can only be standard, while others can be arbitrary, for example, as in utm_campaign , where any name of an advertising campaign is specified.
How UTM tags work
The essence of UTM tags is to transmit parameter values in the link code with each transition to the site from the traffic source. These values, together with the URL itself, are entered into the web server log, where they are stored for further use by one of the web analytics tools.
Based on the statistical information obtained by counting the number of clicks on a website via advertising links with certain UTM tag values, reports are generated for the marketing and advertising services of the company that owns the web resource being studied.
Use the free UTM tag generator for fast and accurate traffic analysis!
What are UTM tags?
UTM (Urchin Tracking Module) is a statistics tracking mechanism from Urchin , its first developer. It involves the use of special inserts ( UTM tags) in the code of links to your site, placed on different web resources – traffic sources.
Each UTM tag is the name of one of the standard parameters with a value assigned to it (see figure).
The example contains three such parameters: utm_source, utm_medium and utm_campaign . All of them are mandatory. In the link code, the parameters are written immediately after the symbol "?" without a space. Then, after the symbol "=", there are their values. In this case, these are google, cpc and compaign , respectively.
The values of some parameters can only be standard, while others can be arbitrary, for example, as in utm_campaign , where any name of an advertising campaign is specified.
How UTM tags work
The essence of UTM tags is to transmit parameter values in the link code with each transition to the site from the traffic source. These values, together with the URL itself, are entered into the web server log, where they are stored for further use by one of the web analytics tools.
Based on the statistical information obtained by counting the number of clicks on a website via advertising links with certain UTM tag values, reports are generated for the marketing and advertising services of the company that owns the web resource being studied.