When you’re running multiple online marketing campaigns across several different platforms, you want to be able to measure how well your campaigns are performing by watching for how many users they are bringing in, whether those users are purchasing or taking a desired action on your site, etc.
In order to do that, you need to tag all of your online marketing campaigns by adding custom parameters at the end of your advertising URLs (see chart below for more information). For example, you could set the parameter [utm_source] as “newsletter” to identify traffic that comes from a newsletter campaign. You could then combine it with the parameter [utm_campaign] set to “june” to identify that this was a campaign in the month of June. Lastly, you could add [utm_medium] as “email” to identify that this was an email campaign. While these parameters are primarily used for online marketing, they can also be utilized for your offline efforts – although this would require vanity URLs and redirects.
|Campaign Source (utm_source)*
|Required. Used to identify a search engine, newsletter, or other source.Example: utm_source=newsletter
|Campaign Medium (utm_medium)*
|Required. Used to identify a medium such as email or CPC.Example: utm_medium=email
|Campaign Term (utm_term)
|Optional. Used for paid search to note the keywords in the ads.Example: utm_term=analytics+seo
|Campaign Content (utm_content)
|Optional. Used for A/B testing and content-targeted ads.Examples: utm_content=logolink or utm_content=textlink
|Campaign Name (utm_campaign)*
|Required. Used to identify a specific product promotion or strategic campaign.Example: utm_campaign=spring2015_sale