Step-by-step guide
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The term UTM comes from the acronym: Urchin Tracking Module, literally Urchin Tracking Module, software that originated the Google Analytics platform.
Specifically, the UTM is added, in the form of code, to the end of URLs, allowing the source of traffic to be directly tracked and communicated to Google Analytics.
UTM parameters offer three key benefits:
Measuring the ROI of social media posts
Provide accurate tracking of conversions
Enable A/B testing of different links or creations
Specifically, these metrics can be indispensable for social campaigns because they allow tracking of:
source/source of traffic
medium
campaign name
campaign keyword
link content (e.g., I want to know which link generated the most traffic)
ranking information
UTM parameters are not affected by changes or opt-outs of cookies and third-party tracking pixels, such as the Meta pixel. They also integrate with analytics tools such as Google Analytics, Tableau, Mixpanel and Hotjar.
Traffic source/source
Through the "utm_source" tag, it is possible to track from source the visits of an advertising campaign: for example, from a newsletter, blog, search engine, or from which social network.
Medium
Medium refers to the channel through which users reach the campaign. Whether it is an organic (not paid) social post, a sponsored campaign, a dem, or a cpc. Unlike whether it is a sponsorship, tags such as "paid+social," or regular "paid-social" post are used.
Campaign name
The campaign name refers to that parameter that measures the link with which the campaign is associated. In concrete terms, it can be considered the name of a challenge, a product, a promotion, the name of an influencer, etc.
Keyword campaign
The use of this UTM parameter is to track a keyword or key-word with users have arrived at the campaign.
In Asters you can create posts with links and track UTMs, to better understand how you see the article Post with link preview
