Why UTM tags are needed and how to use them

Why use UTM tags?

What are the labels?

There are five types of UTM:

• utm_source – source of traffic (search engines, social networks, mailings, etc.);
• utm_medium – type of advertisement (contextual, teaser, pop-up, etc.);
• utm_campaign – the name of a specific ad or campaign in general;
• utm_term – queries by which the client found you;
• utm_content – additional information about the campaign (useful when the
• same marketing channels are used for different ads). The first three labels from the list are considered basic, the last two – additional.

How to write UTM tags correctly

Like any other technology that is directly or indirectly related to web programming, UTMs have their own syntax. Main rules:

• all letters are written in the Latin alphabet
• upper and lower case of the same letter are different characters
• tags are separated by ampersand “&”
• it is forbidden to use spaces, instead insert the underscore character “_”
• “+” sign is used to transfer several values ​​in one link
• the first mark must be preceded by the question “?”

An error in the syntax will make the link page unavailable or lead to incorrect data entry.

How to create a link with a UTM tag

Labeled links look unwieldy and intimidate users. A potential client may not understand where it leads and simply close the page.

We recommend using link shortening services:

• Campaign URL Builder
• Link builder from Google

Link shortening tools

Labeled links look unwieldy and intimidate users. A potential client may not understand where it leads and simply close the page.

We recommend using link shortening services:

https://bitly.com/
https://goo.gl/

All of them are free, so you can choose any of them.

What are dynamic variable UTM tags

Dynamic variables allow you to add additional information to contextual advertising to find out, for example, from which device the click came – from a mobile phone or from a computer.

They are called dynamic because they can change their meaning. For example, if you use the tag utm_term={keyword}, Google Ads will automatically replace {keyword} with the keyword phrase that served as the impression.

Most often, dynamic UTM tag variables are used in the utm_content parameter, but you can set dynamic variables for other tags as well.