UTM codes

UTM stands for Urchin Tracking Module. UTM codes were introduced by Google Analytics’ predecessor Urchin and, consequently, are supported out-of-the-box by Google Analytics.

Uses cases:

  • Know which links people are clicking in a campaign.
  • Know where your traffic is coming from.
  • Identify and break down your direct traffic. Direct Traffic is mysterious. It primarily includes visitors that type your URL directly into their browser or bookmarked your page. Anyone who accessed your site directly by clicking on a link.

Establish an UTM naming convention from the start.

# Where the traffic originated from, such as social networks: Facebook, Google, Bing, etc.
# Or it could be simply the name of an email list or a site name for a referral

# The type of traffic the visitor originated from: email, social, CPC, etc.

# The campaign name.

# In case you have multiple links pointing to the same URL (such as an email with two Call To Action buttons.

# Terms

More about the UTM codes on Google’s documentation.

Google Analytics reports

Create a custom report under “Customization” > “Custom Reports”. Add Medium, Campaign, or Source as a dimension and the metrics you want to view.

Identify the sources of your traffic under Acquisition -> Overview -> All Traffic -> Source/Medium.
For example, identify the traffic driven from your referrals under Acquisition --> All Traffic --> Referrals.
Identify the traffic driven from your campaigns under Acquisition -> Campaigns -> All Campaigns.

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