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UTM tags: what are they and what are they for?
UTM tags: what are they and what are they for?
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Written by Support
Updated over a week ago

What is it and what is it for?

A UTM tag is a small piece of code that is added to the URL of a site or page to track and receive detailed traffic information from all sources.

If the advertising link is tagged using UTM tags, then you can easily track the traffic sources up to a specific link on the page, ad, or keyword.

The tag allows you to identify the input parameters and is installed on the site to track conversions and adjusting special systems that will help track traffic and the effectiveness of advertising campaigns.

Types of UTM tags

There are five common UTM tags that can be used to mark up any link.

Three of the five tags are required and should always be included in the URL:

  • utm_source - indicates the traffic source. For example, a site with a guest article with a link to your resource.

  • utm_medium - defines the type of traffic. For example, when placing ads on a pay-per-click model, this parameter is usually prescribed the value "cpc" (cost per click).

  • utm_campaign - this parameter indicates which advertising campaign the link belongs to.

Two tags can be used optionally:

  • utm_term - This tag is needed to identify the keyword for which your ad was shown. The tag is optional, but you should use it to mark up links in Yandex.Direct or Google Ads search campaigns.

  • utm_content - helps distinguish ads if other parameters match. For example, it is convenient to use this label to indicate the format of the ad and the type of product.

The above mentioned tags are enough to get detailed traffic statistics. But there are additional tags:

  • utm_nooverride - using this tag, you can determine where the first touch with the client occurred when tracking associated conversions. The utm_nooverride tag is only understood by Google Analytics.

  • utm_referrer - helps correctly track and take into account traffic in the presence of a Javascript redirect. This tag is understood only by Yandex.Metrica.

If you work alone, you can name the parameter values of the UTM tags whatever you want. The main thing is that you should understand what each value means.

If your team needs access to analytics data, use descriptive names so that each team member understands what the link you posted means.

What do UTM tags look like?

A typical URL address looks like this:

This link is understandable and familiar to everyone. But if you add UTM tags to it, then it will look like this:{campaign_id}&utm_content={ad_id}&utm_term={keyword}

The URL has become cumbersome and less understandable than it was before. To make it easier to perceive it, let's split it into 2 parts:

- the first part - the direct address of the page to which you want to go;

- the second one (from the “?” Sign) - the same UTM tags.

UTM tags are kinds of tags that are added to the address bar of a site or page; they are needed in order to get detailed information about each traffic source.

You can analyze statistics using utm tags using reports in the Yandex.Metrica and Google Analytics. analytics systems.

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