All you need to know about UTM tags

All you need to know about UTM tags

In the context of traffic, sources conversion is important for any site. And to find out which of your marketing efforts are actually driving customers to your site, you should use UTM tags.

UTM tags are small pieces of code that are added to the URL. Each parameter in a UTM tag consists of two parts – the parameter name and its value.

For example:

URL  –  www: // example. com /? utm_source = google & utm_medium = cpc & utm_campaign = utm_metki

names of UTM parameters – utm_source / medium / campaigntheir values – google / cpc / utm_metki .

UTM tags help you get detailed information about each traffic source. This will help to quickly respond to site changes and redistribute the advertising budget. UTM tags can be mandatory and optional.


  • Utm_source
  • Utm_medium
  • utm_campaign


  • Utm_term
  • Utm_content

Let’s say we want to advertise this article on Google. Take the URL of the article and add the appropriate tags to it. When a user clicks on a link from an ad, Google Analytics will receive information about the visit and the traffic source. In our example, this is google/cpc.

For each source, you will need to create your own UTM tags. For example, if you posted a post on Instagram, then the link to your site from that post would look something like this:

https: // www. mywebsite. com /? utm_source = instagram & utm_medium = social & utm_campaign = sunday_sale

UTM tags allow you to combine user-session information with ad spend data to estimate channel ROI. Google Analytics has an Expense Analysis report where you can compare data on sessions, expenses and income, ROAS across different advertising channels. However, this report automatically collects statistics only on Google Ads.

Should you need help or consultancy in setting up UTM tags, feel free to reach out.

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