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Table of Contents
• What is a UTM Link (UTM Tag)
• UTM Tag Parameters
• UTM Link Types
• How to create a UTM Link or UTM Tag (UTM Builder Online)
What is a UTM Link (UTM Tag)
UTM Links or UTM tags (Urchin Tracking Module) are parameters that are attached to the URL of the landing page in order to obtain detailed information about the referral source and traffic characteristics.
UTM tags allow you to find out which site, which ad, and which key phrase was clicked on. This helps identify the most effective ads/keywords, see the sites that are getting the most traffic, etc.
If you have web analytics tools connected (Yandex.Metrica or Google Analytics), the data obtained using URL markup will go there. UTM tags are used in almost every Yandex.Direct advertising campaign, as they are a convenient and useful tool for traffic analysis.
UTM Tag Parameters
UTM tag has the following parameters:
• utm_source – տրաֆիկի աղբյուր (օրինակ, Yandex, Google, Mail.ru);
• utm_source – traffic source (for example, Yandex, Google, Mail.ru);
• utm_medium – traffic channel or advertising format (for example, context, display advertising, email newsletter);
• utm_campaign – advertising campaign;
• utm_content – content of the advertising campaign (most often used to indicate the ad);
• utm_term – key phrase.
Types of UTM Links
Constant UTM Links
In the case of constant UTM link parameters, the value of each parameter is specified during UTM set up. Static UTM parameters are added to the landing page link.
For example, source – Google, medium – search, campaign – Furniture in Yerevan, content – No. 123, term – buy furniture at lower prices.
For each ad and each keyword, its own data is indicated.
In the future, when clicking on such links, all information about the source will be sent to Google Ads or Yandex.Direct.
UTM statistics can then be found in Yandex or Google Analytics under “Reports” – “Standard Reports” – “Sources” – “UTM Tags” section.
Dynamic UTM Links
In case of dynamic labels, special variables of a general type are used, which are placed instead of final values.
Dynamic variables are indicated in parentheses. When following such links, the system automatically substitutes the required values (information about the source) instead of variables. When working with search ads, dynamic UTM tags are most often used, since filling in the parameters in this manner is way easier and faster. This is effective in case of hundreds or thousands of keys.
What dynamic variables are there:
{source_type} – advertising type (search or YAN);
{position_type} – position in search results;
{region_name} – geography, region where the ad was shown;
{keyword} – key phrase (without negative words);
{campaign_id}, {GBID}, {ad_id}, {banner_id}, {phrase_id} – identifiers of the advertising campaign, group, ad, banner and key phrase, respectively;
{device_type} – type of device from which the transition was made;
{retargeting_id} – retargeting condition number (if used).
These are the most commonly used dynamic parameters. There are about 20 of them in total.
This is what a standard URL with dynamic tags for search ads can look like:
For Google: http://google.com/?utm_source=googlex&utm_medium=cpc&utm_campaign={campaign_id}&am...
For Yandex: http://yandex.ru/?utm_source=yandex&utm_medium=cpc&utm_campaign={campaign_id}&am...
The correct values will be substituted for the specified parameters at the time of click on UTM link. Google, Yandex and CPC (search ads) parameters can be left constant.
How to Create a UTM Link (UTM Builder Online)
For your advertising campaigns or just to for the purpose of collecting marketing data creat UTM links. You can make a UTM link either manually, which is now rarely done, or use a free tool to generate a UTM link online. For example you can use a Google developer tools by clicking below:
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