Understanding UTMs in eCommerce and Marketing

What are UTMs?

UTMs or Urchin Tracking Modules are tags you can append to URLs to track traffic sources, mediums, campaigns, and other marketing data.

What are some common UTM parameters?

Common UTM parameters include utm_source, utm_medium, utm_campaign, utm_term, and utm_content. Each provides data on a different aspect of users and campaigns.

How do you add UTMs to URLs?

Add UTM parameters to the end of a URL with a question mark, like example.com/page?utm_source=newsletter&utm_campaign=spring. Use consistent formatting.

How do eCommerce sites use UTMs?

Ecommerce sites use UTMs to understand revenue by product page, shopping cart abandonment rates, customer journeys across channels, and more.

Why are UTMs important for marketers?

UTMs allow marketers to identify their best-performing channels, optimize campaigns by understanding customer behavior, allocate budget more effectively, and more.

How can you analyze UTMs to get insights?

Analyze UTM campaign source, medium, name, keyword, content, and other tags to uncover the best sources, opportunities to improve conversions, better targeting, etc.

How can UTMs improve marketing attribution?

By tagging campaigns with UTMs, marketers get clear attribution on where revenue and leads are coming from, enabling optimization across channels.