The word UTM corresponds to the acronym in English for Urchin Traffic Monitor , which means in Spanish: Urchin Traffic Monitoring.
Urchin is the tool that Google bought in 2005 to create Google Analytics, which allows users to measure and calculate where a website's traffic comes from .
UTM codes are text fragments that appear at the end of a URL. Specifically, after the “?” symbol.
When a user clicks on a link with a UTM , the parameters that we have entered in the code are sent directly to Google Analytics so that the exact information about the clicks obtained appears in the results.
For example, we can find out which campaigns or ads have hong-kong phone number data generated the most traffic to a landing page and draw conclusions through Google Analytics channels.
Therefore, UTMs are used to create and understand the data groupings that are needed at any given time based on each project. This provides coherence and consistency in the information.
How to create a UTM
To create a UTM we must add a series of parameters at the end of the link so that Google Analytics can collect the information correctly. Therefore, we must indicate:
Fountain.
Half.
Campaign name.
Content (optional).
Keyword (optional)
The result to tag, for example, a URL that would be used to tag a brand campaign in Google Adwords.
How to name UTMs to tag campaigns
The same can be applied to many different uses. In this table we see an example of what information could be entered in each section , although there are multiple ways to classify data with UTMs:
Create custom channel groupings in Google Analytics
Above we have seen which channel groups are created by default by Google Analytics on the platform, and although they can be modified, we must bear in mind that if any error is made when editing the default channels, we run the risk, from that moment on, of having inaccuracies in our analysis .
However, it may be that we want to tag campaigns to see their results in Google Analytics and there is no specific channel for this. For example, this is the case with Social Ads.
If a large part of our investment is allocated to Facebook Ads or Instagram Ads, Google Analytics may make it difficult for us to visualize data.
To remedy this, we can create Custom Channels in Google Analytics and organize the results in a better way. We can create as many as we need and adapt the data visualization to the reality of our campaigns.
It is recommended that these custom channel groupings be done without modifying the default Google Analytics grouping.