Google Analytics 4 can automatically track where your website visitors are coming from. However, there are instances where it is just unable to do that. For example, email marketing campaigns, social media marketing campaigns, and more.
Here, UTM parameters step in that can bring some transparency to your marketing campaigns. In this blog, we’ll delve into what UTM parameters are and how to find Google Analytics UTM reports. Let’s begin!
What are UTM Parameters?
UTM (Urchin Tracking Module) parameters are snippets of text that are added to the end of the URL on the site. It is used to track the metrics and performance of a specified digital marketing campaign.
UTM parameters may look like this:
UTM Codes and Parameters are essentially the same thing and are generally used interchangeably by marketers. However, there is a minor difference.
The “UTM Code” refers to the entire code placed in the red block. However, “UTM Parameters” are typically the individual components present in this block, utm_source, utm-medium, and more.
Whenever a user clicks the UTM-coded link, it sends their data directly to Google Analytics. This allows you to understand the behavior of the users clicking on the links. It will help you know their complete customer journey.
This information will help you craft better marketing strategies and promote business success.
5 Types of UTM Parameters
Below, we’ve mentioned different UTM parameters.
1. Campaign
Campaign-based tracking tags are used to track an individual campaign’s performance. You may use it to measure the performance of Meta, Email, and other campaigns. The UTM code below will allow you to attribute website traffic to links placed for 15% promo code discounts.
Example: utm_campaign=15_off
2. Source
A source-based URL parameter is used to identify the site from where you’re getting traffic. The common sources are Google, Meta, Bing, LinkedIn, and email. Below, we’ve mentioned an example showcasing every link you post to your LinkedIn that enables you to track the traffic coming from LinkedIn.
Example: utm_source=linkedin
3. Medium
As the name suggests, this tracking tag enables you to know the medium in which your tracked link is featured. It may include PPC, paid social, email, social, organic, and referral. Below, you may find a UTM-coded example allowing you to track all the traffic coming from social media.
Example: utm_medium=social_media
4. Piece of Content
You can use this type of UTM parameter to track the multiple ad creatives pointing to the same campaign. This is not limited to ads. The PPC (pay-per-click) example below showcases two identical links pointing to the same page.
Example: utm_content=sidebar_link or utm_content_=header_link
5. Term
A term-based (or keyword-based) tracking code enables you to determine which keywords drive traffic to your site in Google Ads. For instance, if you run Google Ads to rank under the keyword “CMS,” you should add the following UTM-coded link to the end of the link to gather the relevant data.
Example: utm_term=cms
How to See UTM Parameters in Google Analytics?
Below, we’ve mentioned a step-by-step process to see UTM parameters in Google Analytics 4.
To view UTM campaign data, you primarily need to access your Google Analytics account.
Go to Reports >Acquisition, located on the interface’s left side. You can see three main options: Acquisition overview, User acquisition, and Traffic acquisition.
You may not find the report in the same location as depicted in the image below because GA4 is customizable.
Acquisition Overview Report
Tap on Acquisition Overview. Then, you may find the relevant campaign data in the “Session Medium” and “Session Campaign.”
You may use any data based on your needs and requirements.
User Acquisition Report
Tap on User Acquisition. You can find the “First Report Column” and opt for the First user campaign there. Now, you can see the data.
Traffic Acquisition Report
In the Traffic Acquisition option, you need to click on the Session “First Report Column” and opt for the Session campaign.
Conclusion
Now that you know what UTM parameters are and how to see UTM parameters in Google Analytics 4, you can analyze your marketing campaign report. You can craft and implement more effective strategies to improve the overall performance of your marketing efforts.
Frequently Asked Questions
Q. How do you check if UTM is working?
To check your UTM parameters, just simply enter the tagged URL into your preferred browser and wait for the results. Now, if your UTM parameters are located at the end of the URL, it means that it is working and your information is being tracked. However, note that during HTTP to HTTPS redirection, UTM parameters do not pass.
Q. What is the full form of UTM?
The UTM stands for Urchin Tracking Module.
Q. What are UTM parameters used for?
UTM parameters are used to track where the website traffic is coming from. It is mainly used with ad creatives associated with Google Analytics. In addition to this, it also tells you the behavior of the users who reached your site.
Q. Why is my UTM not showing in Google Analytics?
There are several conditions in which UTM parameters do not work.
1. You may be using the UTM parameter that GA4 does not support.
2. UTM parameters are correctly formatted.
3. You may be tagging internal links.
4. GA4 might not be able to capture the UTM parameters.
5. The UTM parameter might be incorrectly appended to the URL.
Q. What are the five UTMs?
Here, we’ve mentioned five UTMs.
1. Campaign
2. Medium
3. Source
4. Term
5. Piece of Content