What are UTM tags?
UTMs are brief snippets of tracking codes that are appended to the end of URLs. They divulge a range of key data points that, when aggregated, provide valuable insights about how users interact down the funnel and across your channels.
How does this tiny slice of code do all that?
Let’s isolate the UTM in that URL, and break it down:
?utm-source=ontame.io
?: The question mark signals the beginning of the UTM code. It must always be included and inserted directly at the end of each URL.
utm_source: This is the UTM parameter, one of the three required ones and five standard ones. Source denotes the location the link was embedded in.
=ontame.io: Referred to as the tracking variable and always preceded by an equal sign, this provides more context to the UTM parameter. In this instance, funnel.io functioned as the source where the link was placed.
And remember, you aren't limited to tracking sources alone. Five standard parameters make up UTM tag structure, which can be included back-to-back, separated each time by an ampersand (&).
The three standard parameters are as follows:
Source: The visitor’s original location before clicking and visiting your site. In other words, where the link was placed. Usually shortened to just "source." You’ll usually put in the website or platform the visitor comes from. You can also get advanced and put in the newsletter name or a similar more detailed piece of information.
Medium: Think of it as short for marketing medium. It's the outreach method used—for instance, email, social, or PPC.
Campaign: The name of the marketing campaign is connected to the link. A good campaign parameter is made in a way that allows it to be used across mediums, meaning this UTM should also be used in the newsletter issue devoted to that sale, the social media posts, or affiliate links.