Whether your goal is to increase traffic, boost your reputation, improve ROI or increase sales, whatever your goal, it's key to understand what users do on your website after clicking on your campaigns. And to do so, using UTM tags in email marketing can help you a lot to track your mailing actions and, therefore, achieve better results.
Below, we explain what UTM tags are, why they are important, how you can use UTM metrics in your email marketing campaigns , and how much insight they can provide you.
TABLE OF CONTENTS
What is a UTM parameter?
UTM parameter types
Source (utm_source)
Medium (utm_medium)
Campaign (utm_campaign)
Term (utm_term)
Content (utm_content)
Platform Source list of mongolia consumer email (utm_source_platform)
Creative Format (utm_creative_format)
Marketing Tactic (utm_marketing_tactic)
Why are UTM parameters important in marketing campaigns?
How to use UTM parameters in email marketing with MDirector
Creating custom links
Segmenting mailing lists
Sales tracking
What is a UTM parameter?
The UTM parameter or tag is an abbreviation for “Urchin Traffic Monitor ”, which is a web analytics and statistics program that was acquired by Google, from which the combination of Urchin and its own Google Analytics system arises .
From there, Google gives us the option to create custom links to which we can add UTM parameters , through which we have the option to track traffic and know the performance of a marketing campaign.
UTM parameter types
As we’ve seen, UTM parameters are used to collect tracking and metrics data, and can be added to any URL shared online. But what types of UTM tags exist? We can identify five main parameters: source, medium, campaign, term, and content. Also with the inclusion of Google Analytics 4 – GA4, other parameters are added: platform source, creative format, and marketing tactic. Each parameter is designed to help identify where traffic is coming from and how it behaves. Let’s take a closer look:
Source (utm_source)
This UTM parameter indicates the source of the traffic , i.e. where the link was posted. The source can be anything from a social network to a blog. Some examples of sources include Facebook, Twitter, LinkedIn , etc.
