What is a UTM?
If you're new to running ads, you may find the idea of adding UTMs intimidating, especially if the concept and language is unfamiliar. However, with some knowledge of UTM tracking and the proper use of it, you will find that ad tracking can be much more efficient and rewarding. To start, learn the basics of UTM parameters by reading along to this article - we will guide you through all you need to know!
What is UTM Short For?
UTM stands for Urchin Tracking Module. It's a small piece of code that is added to the end of a URL in order to track where website traffic is coming from. Essentially, it's a way to add additional information to a link so that when someone clicks on it and lands on your website, you can see where they came from.
UTMs are commonly used in ad attribution to help marketers understand which ads are driving the most traffic to their website, and ultimately which ads are resulting in the most conversions (such as purchases or sign-ups). By using UTMs, you can track which ad campaigns, specific ads, and even specific ad placements are performing the best.
UTM Example
Here's an example of how a UTM might look when added to a URL:
https://www.sirge.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=spring_sale&utm_content=ad_1
In this example, the UTM parameters are:
- utm_source: the source of the traffic, in this case, Facebook
- utm_medium: the type of traffic, in this case, cost-per-click (cpc)
- utm_campaign: the specific campaign, in this case, a spring sale
- utm_content: the specific ad, in this case, the first ad in the campaign
By using UTMs like this, you can track the performance of your various ad campaigns in Sirge. This information can then be used to optimize your ad spend, making sure you're putting your budget toward the ads that are driving the most traffic and conversions.