UTM parameters



Urchin Tracking Module (UTM) parameters. Technically they are just query parameters.

Google calls them ValueTrack parameters.

UTM parameters may be dynamic or static.

  1. utm_source. What sent the traffic.
  2. utm_medium. How the traffic was sent.
  3. utm_campaign.
  4. utm_term. A keyword here.
  5. utm_content. A convenient way to distinguish something. For example two ad banners.

Of dynamic parameters we should pay attention to:

  1. {lpurl} – Just remember this possibility.
  2. {param1}, {param2} – Ignore it, it is for AdParamService.
  3. {random} – Do not use this without some very special necessity. It will make a link unique. And you will not be able to group these links anyhow. For example, you may want to make a report to control whether trafic from the ads in a group advertise a page. If you use {random}, you will get a heap of links instead of just one.
  4. {if..} – We will not pay attention to it. Example: {ifnotmobile:[value]}.
  5. {ignore} – This may be useful, but we will not pay attention to it.

You can create custom params: https://support.google.com/google-ads/answer/6325879?hl=en

Make acquaintance with Google’s tool for manual UTM tracking:


But you may find it more convenient to use LibreOffice Calc or the like: https://academic.gift/n-static/doc/internet-marketing/google_utm.ods


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