B2B Marketing Blog

What are UTM Parameters and Why You Should Be Using Them

By Lauren Hylbak
Jan 28, 2014

One of the hardest problems facing an online marketer is tracking the effectiveness of their marketing campaigns. UTM parameters are a great way to track your online marketing performance. With a variety of ads and channels, UTM parameters allow you to see what’s working and what’s not. You can use UTM parameters to track social, email, and paid campaigns.

A UTM parameter is a URL with unique tags added at the end. Once clicked, you can track where your customers are coming from. Each UTM parameter has the following parameters: 

-       Campaign Source - search engine, newsletter, etc.

-       Campaign Medium - email, CPC, etc.

-       Campaign Term - the keyword you paid for in AdWords (optional)

-       Campaign Content - content of the ad (optional)

-       Campaign Name - Winter Sale, etc. (optional)

You have the power to name each one of these categories based on what marketing campaign that UTM parameters is associated with. For example, if you posted a tweet on twitter about a new feature and include a link, the UTM parameter for that URL might include the following:

-       Campaign Source: Google    

-       Campaign Medium: Twitter

-       Campaign Term: Features

-       Campaign Content:  New email tracking

-       Campaign Name: Winter Marketing

Which would look something like this: 

www.bizible.com/?utm_source=Google&utm_medium=Twitter&utm_term=Features&utm_content=New%20email%20tracking&utm_campaign=Winter%20marketing 

The easiest way to create UTM parameters is to use the Google Analytics URL Builder. This allows you to quickly pick your categories, then copy and paste the generated URL into your marketing posts and ads.

Bizible tracks UTM parameters

If one of your customers comes to your site through a UTM parameter and fills out a form, Bizible will be able to track exactly where they came from, inside Salesforce. This feature helps put all your marketing efforts into one place, using reports and data to analyze how your marketing campaigns are performing. You can read more about how Bizible tracks UTM parameters through paid ad campaigns here

utm parameters

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Topics: bizible, google analytics, Marketing Analytics, utm parameters

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