How to Use UTM Parameters in Google Analytics
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How to Use UTM Parameters in Google Analytics

>>Bryan: Hi, I’m Bryan with KISSmetrics,
and I’m here to help you get the most out of your Google Analytics account. Today, I’m
going to show you how to track every single instance of a link that you send out. Imagine this, you spend months making this
killer product, you’ve thrown up a landing page to it, and now you’re going to send out
several tweets to drive traffic to your landing page. You send out a series of 15 tweets over
the course of a week, you drive 5,000 people onto that landing page. Now you want to step back and see which tweet
drove the most traffic. If you put the same link in every tweet, that’s impossible to
do. However, with the method I’m going to show you today you can know exactly which
tweet drove the most traffic. Which link people clicked on the most? Then you can use that
on Facebook posts, on your landing pages, on your website, different places on your
website, to track which specific link sending traffic to the same URL drove the most traffic. Today, I’m going to teach you about UTM Parameters.
First, I’m going to tell you what they are. Second, I’m going to show you how to set them
up. And third, I’m going to show you how to read your Google Analytics Report to gain
valuable information to use on your site. So, let’s get going. [music]>>Bryan: So, what is a UTM Parameter? UTM
Parameters are simply tags that are added to the end of a URL. So if you’ve ever been
to a website before, look in the address bar and notice the URL was this long. It’s probably
because it was using UTM Parameter tags. What this allows you to do is when a user
clicks on that link, all of the tags are sent back to Google Analytics for tracking. I used
this on my personal site for promoting my video training course. So, I’ve promoted
in several spots. I’ve promoted on the sidebar, in the footer, in my bio page, and at the
bottom of every blog post. And I do this by creating a unique URL for each instance of
the link, and that URL looks something like this. When I go into Google Analytics I can see
a report very similar to this, that shows me all of the Analytics of that exact link.
You can customize your UTM Parameters to tell you almost anything you want to know about
the details of how people are getting to the most important parts of your website. This
can give you an even better idea of what really works in terms of your own net marketing.
In a nutshell, a UTM Parameter are simply tags that you add to the end of the URL that
allow you to track each specific instance of a link. The simplest way to create UTM Parameters
for your links is by using the Google Analytics Link Builder. Right below the video is a link
to that tool that you can use right away. Now let’s walk through the process of building
a link inside the Link Builder. The link we are going to make is for a blog
post that I’m publishing in a week. And at the end of that blog post will be a link to
my free video training course. And what I want to do is be able to know how many people
clicked on that link inside the blog post and how much traffic that generated for me.
So, let’s head over to the Link Builder and get started. You’ll immediately notice six form fields
on this page. There’s only four that are required, so we’re going to focus on those just to start.
First, in step one is the Website URL. This is simply the URL of the page you want the
user to land on once they click your link. So we’re going to fill out the URL of my landing
page here. Next is the campaign source. This just needs to generally identify where
the traffic is coming from. In this instance, it’s coming from a blog post so we’ll just
enter blog posts. Third is Campaign Medium. This is simply a parameter that identifies
the medium which the link was shared in. In our instance, I want to identify the exact
blog post that the traffic came from, so I’ll use the blog post title here. Last, is Campaign Name, and this is the highest
most level of identifying your links. So, I’m going to group a lot of stuff inside of
this campaign. I’m going to entitle it “Video Fruit Landing Page.” And this is simply every
link I’ll make in future that sends people to my landing page for my free video course,
will be inside of this campaign. And this just groups them all together in one nice
spot. Now, press the “submit” button and your new URL will be generated below. Just copy
and paste it into the blog post and you’re all set. That’s it, you’re all done. Don’t get too
tripped up on campaigns, sources, and mediums. How you use and organize your UTM Parameters
boils down to how you want to see your information displayed inside of your Google Analytics
dashboard. The way I prefer to see it, might not be the most useful for you. My preference is to have the campaign as the
highest level of organization, your source as the middle level, and medium as the most
detailed level of organization. In our particular example of linking inside of a blog post to
my landing page, if I wanted to create a new blog post in a day, I wouldn’t have to create
a new campaign and a new source, I would just add another medium to the list there. If I
wanted to link another section of the website, if I want to experiment with different sidebar
widgets that link to my landing page, I wouldn’t have to create a new campaign, I would just
create a new source called “Sidebar Widget,” and under it I would create all my different
variations as mediums. There’s no right or wrong way to do this.
Just use it in a way that works best for you. To view your Campaigns in Google Analytics,
you’ll go the website profile, and click on “Acquisitions,” “Campaigns,” and then go to
“Sources and Site Usage.” Here, you’ll see an overview of your various campaigns as tagged
using the UTM Campaign Parameter. You can then click on the campaign name to see the
additional details as tagged using the source and medium parameters.
And that is UTM Parameters 101. There are all types of ways you can use this in your
website to find out how your users are navigating your site and how they’re finding particular
parts of your website. What I want you to do is in the comment section below, share
with the community how you use UTM Parameters. Do you have a specific implementation that’s
very cool, that’s given you valuable data that maybe we haven’t thought of before? If
so, share it. Well, that’s it for this week. Until next
time. Happy Analyticking. [music]

22 thoughts on “How to Use UTM Parameters in Google Analytics

  1. Hi,

    thx for the good video. 

    Do i have to go first in Analytics and open a new Kampagne before i do the Url ? Because i dont know were to see the result ! 

  2. I'm a little confused as to how to the use the ValueTrack tag. Any videos on how to properly set up this parameter? I'm trying to split test destination URLs / landing pages in AdWords. 

  3. This is highly useful but what I'm wondering about this: is it possible to track different banners throughout a site so you can know exactly how many clicks each banner has and from what specific URL the banner was clicked?

  4. I used UTM Parameters in this way:

    for Source, I used "Facebook", "Twitter", "Instagram", etc.
    for Medium, I used "posts", "comment", "image, "bio", etc.
    for Campaign, I used "blog", "product", "{Name of the Site}", "sales", "course", etc.

  5. Hello! Great video thanks very much really helpful. I am a beginner and have tried using URL builder but the results are not showing in my analytics, does anyone know why or have the answer? I would be most grateful, thanks Kevin

  6. I used UTM links last week.
    I went to google analytics today and there are no campains to show.

    What now?

  7. I know this is a very stupid question but, I have a wordpress website. How do I paste the utm link in my wordpress site.

  8. Hello kissmetrics.. Nice Video… actually the problem is the UTM tag is showing data in real time section, but in campaign section there is nothing.. please help

  9. Hey tagging people, check out its much easier, faster and consistent! We are in BETA and would love to hear your feedback!

  10. Kampagnentagging ist glaube ich eines der unterschätztesten Themen in Google Analytics. Für alle die weitere Informationen zum Thema Kampagnentagging suchen, ist das ja auch noch ein interessanter Artikel zum Thema Tagging

  11. Hi, i am using utm to track traffic from facebook instant article. But the problem is – when a user click on my post and lands on my website only then google analytic is counting that. But if user is clicking on the post and post open in facebook application itself then google analytics don't show any count for that.

    This way if i am getting 1000 visitors on post of my facebook page then all don't show in google analytics. can you please help me .

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