The campaign parameter represents the specific name of the campaign . name to facilitate analysis. For example, if a monthly newsletter is sent on September 16, 2024, the parameter could be UTM_campaign=20241116_monthly_newsletter . Thanks to this parameter, it will be easier to monitor and compare the performance of different campaigns.
Other useful (but optional) parameters
UTM_content : This parameter is useful for tracking specific elements within a campaign . For example, in a newsletter you can differentiate the links for the banner, the action button or a text link. This way, you can see which element generated more visits. It is also useful for distinguishing between different creative variations in all cases where it is necessary to rely on A/B testing.
UTM_term : This parameter is particularly interesting local business schema when it comes to tracking marketing activities on search engines, such as Google Ads or Bing Ads. In fact, it allows you to track which keywords brought visitors to the site and generated transactions or revenue.
The different UTM parameters to know
Tools for creating UTMs
To build UTMs, two main tools are often used: Google’s Campaign URL Builder and Facebook’s URL Builder. Both of these tools allow you to easily create with its billions of active users trackable URLs for your marketing campaigns.
Google Campaign URL Builder
This tool from Google allows you to alb directory generate UTM parameters. To do so, simply enter the address of the landing page , or the one where you want users to land after clicking on the ad, and fill in the mandatory fields :
utm_source : The name of the traffic source, such as the site or platform from which the visitors came (e.g. Google, Facebook, Newsletter).
utm_medium : The medium through which traffic arrives to the site, such as CPC, email, banner.
utm_campaign : the name of the campaign, which helps identify and differentiate the various marketing initiatives (e.g. spring_sale, black_friday).