UTM Parameters – The Ultimate Guide

UTM parameters are incredibly important for not just Google Ads, but all platforms. This guide provides an indepth look into the best practice, how to create a UTM parameter, the do’s and don’ts and everything inbetween.

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There are five essential UTM parameters to use in Google Ads to effectively track your campaign performance:

1. utm_source: This identifies the origin of your traffic, like “google” for Google Ads.

2. utm_medium: This specifies the advertising format, like “cpc” for cost-per-click ads.

3. utm_campaign: This names your specific campaign, like “Spring_Home_Renovation_Promo”.

4. utm_content: This differentiates ad variations within a campaign, like “Ad_Group_1” or “Keyword_Targeting_A”.

5. utm_term: This specifies the exact keyword that triggered the ad, if applicable.

Optional UTM parameters:

• utm_source_platform: Use this to further differentiate source platforms within “google”, like “youtube” or “search”.
• utm_campaign_id: You can use the Google Ads campaign ID if desired, but the campaign name is generally more descriptive.

Important tips:

• Use lowercase letters and no spaces.
• Separate parameters with underscores.
• Encode special characters.
• Fill all relevant parameters.
• Be consistent with your naming conventions.

UTM Parameters: Source and Medium for Common Advertising Platforms

Platform	Source	Medium
Google Ads:	google	cpc, cpm, banner, video, organic
Meta Ads (Facebook & Instagram):	facebook, instagram	cpc, cpm, social, display, organic
TikTok Ads:	tiktok	cpc, cpm, social, video, brand_awareness
Twitter Ads:	twitter	cpc, cpm, social, promoted_post
LinkedIn Ads:	linkedin	cpc, cpm, social, paid_media
Pinterest Ads:	pinterest	cpc, cpm, social, promoted_pin
YouTube Ads:	youtube	cpc, cpm, video, display, discovery
Email Marketing:	email	email, newsletter, promo, drip_campaign
Affiliate Marketing:	affiliate_site	referral, affiliate_link
Direct Traffic:	(direct)	(none)
Organic Search:	organic	search
Other Social Media:	platform_name	social

Additional Notes:

• Be sure to replace “platform_name” with the specific social media platform (e.g., reddit, quora).
• You can always further differentiate sources within a platform using the utm_source_platform parameter (e.g., facebook_ads, facebook_organic).
• For email marketing, consider adding campaign-specific keywords to the source parameter (e.g., email_summer_sale).
• Remember to be consistent with your naming conventions across campaigns and platforms for accurate data analysis.

UTM Parameter Guide: Tracking Your Advertising Across Platforms

UTM parameters are your secret weapon for understanding the effectiveness of your advertising campaigns. These little snippets of code attached to your URLs tell you where your traffic is coming from, what ads they clicked, and how they engage with your website. Mastering them is key to optimizing your marketing efforts and maximizing your ROI.

This guide will equip you with the knowledge and best practices for using UTM parameters across popular advertising platforms, including Google Ads, Meta Ads (Facebook & Instagram), TikTok Ads, and Email Marketing.

Essential UTM Parameters:

These apply to all platforms and should be included in every URL you use for tracking:

• utm_source: Identifies the origin of your traffic (e.g., google, facebook, email).
• utm_medium: Specifies the advertising format (e.g., cpc, cpm, social).
• utm_campaign: Names your specific campaign (e.g., Summer_Sale, Back_to_School_Promo).

Optional UTM Parameters:

These provide additional detail and vary in their usefulness depending on the platform:

• utm_content: Differentiates ad variations within a campaign (e.g., Ad_Group_2, Banner_3).
• utm_term: Specifies the exact keyword that triggered the ad (relevant for search traffic).
• utm_source_platform: Further differentiates source platforms within a source (e.g., youtube, search within google).
• utm_campaign_id: Use the platform’s campaign ID if desired, but the campaign name is often more descriptive.

Platform-Specific Tips and Best Practices:

Google Ads:

• Use Google’s Campaign URL Builder for easy parameter creation.
• Enable auto-tagging for search campaigns to automate utm_source and utm_medium.
• Use utm_content to test different ad variations within a campaign.

Meta Ads (Facebook & Instagram):

• Use dynamic parameters when possible to automatically populate campaign or ad group names.
• Utilize UTM parameters in both ad headlines and landing page links for seamless tracking.
• Consider custom parameters like utm_product_id for detailed product-level insights.

TikTok Ads:

• UTM parameters can only be added via the “Custom Campaign Tags” section in Ads Manager.
• Include at least utm_source, utm_medium, and utm_campaign for basic tracking.
• Use dynamic parameters if supported by your landing page platform.

Email Marketing:

• Include UTM parameters in email subject lines and links to track click-through rates and campaign performance.
• Use unique parameters for each email segment or offer to analyze audience engagement.
• Segment your email list based on UTM data for targeted future campaigns.

General Best Practices:

• Use lowercase letters and underscores for parameter separation.
• Encode special characters to avoid URL errors.
• Be consistent with your naming conventions across platforms.
• Track the same parameters consistently over time for accurate comparisons.
• Regularly analyze your UTM data to identify trends and optimize your campaigns.

Remember, UTM parameters are powerful tools, but only if used effectively. By following these tips and tailoring your approach to each platform, you’ll unlock valuable insights into your audience and advertising performance, empowering you to make data-driven decisions and maximize your marketing success.

Additional Resources:

• Google Ads UTM parameters: https://support.google.com/analytics/answer/10917952?hl=en
• Meta Ads UTM parameters: https://www.facebook.com/business/help
• TikTok Ads Custom Campaign Tags: https://ads.tiktok.com/help/article/set-up-app-attribution-tiktok-ads-manager?lang=en
• Email Marketing UTM tracking: https://www.campaignmonitor.com/blog/email-marketing/utm-codes-in-email/