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href="https://es.wikipedia.org/wiki/Par%C3%A1metros_UTM" title="Parámetros UTM – Spanish" lang="es" hreflang="es" data-title="Parámetros UTM" data-language-autonym="Español" data-language-local-name="Spanish" class="interlanguage-link-target"><span>Español</span></a></li><li class="interlanguage-link interwiki-fa mw-list-item"><a href="https://fa.wikipedia.org/wiki/%D9%BE%D8%A7%D8%B1%D8%A7%D9%85%D8%AA%D8%B1%D9%87%D8%A7%DB%8C_%DB%8C%D9%88%D8%AA%DB%8C%E2%80%8C%D8%A7%D9%85" title="پارامترهای یوتی‌ام – Persian" lang="fa" hreflang="fa" data-title="پارامترهای یوتی‌ام" data-language-autonym="فارسی" data-language-local-name="Persian" class="interlanguage-link-target"><span>فارسی</span></a></li><li class="interlanguage-link interwiki-fr mw-list-item"><a href="https://fr.wikipedia.org/wiki/Param%C3%A8tres_UTM" title="Paramètres UTM – French" lang="fr" hreflang="fr" data-title="Paramètres UTM" data-language-autonym="Français" data-language-local-name="French" 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class="mw-body-content"><div class="mw-content-ltr mw-parser-output" lang="en" dir="ltr"><div class="shortdescription nomobile noexcerpt noprint searchaux" style="display:none">URL parameter used for tracking</div> <style data-mw-deduplicate="TemplateStyles:r1236090951">.mw-parser-output .hatnote{font-style:italic}.mw-parser-output div.hatnote{padding-left:1.6em;margin-bottom:0.5em}.mw-parser-output .hatnote i{font-style:normal}.mw-parser-output .hatnote+link+.hatnote{margin-top:-0.5em}@media print{body.ns-0 .mw-parser-output .hatnote{display:none!important}}</style><div role="note" class="hatnote navigation-not-searchable">For other uses, see <a href="/wiki/UTM_(disambiguation)" class="mw-redirect mw-disambig" title="UTM (disambiguation)">UTM</a>.</div> <p> <b>Urchin Tracking Module</b> (<b>UTM</b>) <b>parameters</b> are five variants of <a href="/wiki/Query_string" title="Query string">URL parameters</a> used by marketers to track the effectiveness of online <a href="/wiki/Marketing_campaign" class="mw-redirect" title="Marketing campaign">marketing campaigns</a> across traffic sources and publishing media. They were introduced by <a href="/wiki/Google_Analytics" title="Google Analytics">Google Analytics</a>' predecessor <a href="/wiki/Urchin_(software)" title="Urchin (software)">Urchin</a> and, consequently, are supported <a href="/wiki/Out_of_the_box_(feature)" title="Out of the box (feature)">out of the box</a> by Google Analytics. The UTM parameters in a URL identify the campaign that refers traffic to a specific website,<sup id="cite_ref-GAHelp_1-0" class="reference"><a href="#cite_note-GAHelp-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> and attribute the browser's <a href="/wiki/Hypertext_Transfer_Protocol#HTTP_session" class="mw-redirect" title="Hypertext Transfer Protocol">website session</a> and the sessions after that until the campaign attribution window expires to it. The parameters can be parsed by analytics tools and used to populate reports.<sup id="cite_ref-Using_UTM_Campaign_Parameters_2-0" class="reference"><a href="#cite_note-Using_UTM_Campaign_Parameters-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> </p><p>This example URL has four of the five UTM parameters highlighted: </p> <dl><dd>https://www.example.com/page?<mark style="overflow-wrap:break-word">utm_content=buffercf3b2&utm_medium=social&utm_source=snapchat.com&utm_campaign=buffer</mark></dd></dl> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="Use">Use</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=UTM_parameters&action=edit&section=1" title="Edit section: Use"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>UTM parameters in a URL identify the marketing campaign that refers traffic to a specific website.<sup id="cite_ref-GAHelp_1-1" class="reference"><a href="#cite_note-GAHelp-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> To define and append the relevant UTM parameters to the appropriate URLs, marketers routinely use simple, <a href="/wiki/Spreadsheet" title="Spreadsheet">spreadsheet</a>-based, or automated UTM builder tools,<sup id="cite_ref-UTM_Builder_Guide_3-0" class="reference"><a href="#cite_note-UTM_Builder_Guide-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> including the Google Analytics URL Builder for websites.<sup id="cite_ref-Google_Analytics_URL_Builder_for_Websites_4-0" class="reference"><a href="#cite_note-Google_Analytics_URL_Builder_for_Websites-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> When a <a href="/wiki/Hyperlink" title="Hyperlink">hyperlink</a> contains a URL with UTM parameters, the <a href="/wiki/Web_analytics" title="Web analytics">web analytics</a> software of the destination website interprets the parameter information and attributes it to the browser's <a href="/wiki/Hypertext_Transfer_Protocol#HTTP_session" class="mw-redirect" title="Hypertext Transfer Protocol">website session</a> and the sessions after that until the campaign attribution window has expired (by default, six months in Google Analytics).<sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p><p>UTM parameters that are passed to URLs can be parsed by analytics tools such as <a href="/wiki/Google_Analytics" title="Google Analytics">Google Analytics</a> and <a href="/wiki/Adobe_Analytics" class="mw-redirect" title="Adobe Analytics">Adobe Analytics</a>, with the data used to populate standard and custom analytics reports.<sup id="cite_ref-Using_UTM_Campaign_Parameters_2-1" class="reference"><a href="#cite_note-Using_UTM_Campaign_Parameters-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> <a href="/wiki/Web_analytics" title="Web analytics">Web analytics</a> software may attribute parameters to the browser's current and subsequent sessions until the campaign window has expired. </p> <div class="mw-heading mw-heading2"><h2 id="Parameters">Parameters</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=UTM_parameters&action=edit&section=2" title="Edit section: Parameters"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>There are five different UTM parameters, which may be used in any order:<sup id="cite_ref-GAHelp_1-2" class="reference"><a href="#cite_note-GAHelp-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> </p> <table class="wikitable sortable"> <caption> </caption> <tbody><tr> <th>Parameter </th> <th>Purpose </th> <th>Example </th></tr> <tr> <td>utm_source </td> <td>Identifies which site sent the traffic, and is a required parameter. </td> <td>utm_source=<b>google</b> </td></tr> <tr> <td>utm_medium </td> <td>Identifies what type of link was used, such as email or <a href="/wiki/Pay-per-click" title="Pay-per-click">pay-per-click</a> advertising. </td> <td>utm_medium=<b>ppc</b> </td></tr> <tr> <td>utm_campaign </td> <td>Identifies a specific product promotion or strategic campaign. </td> <td>utm_campaign=<b>spring_sale</b> </td></tr> <tr> <td>utm_term </td> <td>Identifies search terms. </td> <td>utm_term=<b>running+shoes</b> </td></tr> <tr> <td>utm_content </td> <td>Identifies what specifically was clicked to bring the user to the site, such as a <a href="/wiki/Banner_ad" class="mw-redirect" title="Banner ad">banner ad</a> or a <a href="/wiki/Hyperlink" title="Hyperlink">text link</a>. It is often used for <a href="/wiki/A/B_testing" title="A/B testing">A/B testing</a> and <a href="/wiki/Contextual_advertising" title="Contextual advertising">content-targeted ads</a>. </td> <td>utm_content=<b>logolink</b> or utm_content=<b>textlink</b> </td></tr></tbody></table> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=UTM_parameters&action=edit&section=3" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Google_Ads#Conversion_tracking" title="Google Ads">Google Ads § Conversion tracking</a></li> <li><a href="/wiki/Social_media_analytics" title="Social media analytics">Social media analytics</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=UTM_parameters&action=edit&section=4" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap"><ol class="references"> <li id="cite_note-GAHelp-1"><span class="mw-cite-backlink">^ <a href="#cite_ref-GAHelp_1-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-GAHelp_1-1"><sup><i><b>b</b></i></sup></a> <a href="#cite_ref-GAHelp_1-2"><sup><i><b>c</b></i></sup></a></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://support.google.com/analytics/answer/1033863">"Custom campaigns – Analytics helps"</a>. Google Inc<span class="reference-accessdate">. Retrieved <span class="nowrap">15 March</span> 2016</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Custom+campaigns+%E2%80%93+Analytics+helps&rft.pub=Google+Inc.&rft_id=https%3A%2F%2Fsupport.google.com%2Fanalytics%2Fanswer%2F1033863&rfr_id=info%3Asid%2Fen.wikipedia.org%3AUTM+parameters" class="Z3988"></span></span> </li> <li id="cite_note-Using_UTM_Campaign_Parameters-2"><span class="mw-cite-backlink">^ <a href="#cite_ref-Using_UTM_Campaign_Parameters_2-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-Using_UTM_Campaign_Parameters_2-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://community.digitalanalyticsassociation.org/blogs/adam-greco/2016/05/24/using-utm-campaign-parameters-in-adobe-analytics">"Using UTM Parameters in Adobe Analytics"</a>. 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Retrieved 12 April 2022.</span> </li> </ol></div></div>    </div><noscript><img src="https://login.wikimedia.org/wiki/Special:CentralAutoLogin/start?type=1x1&useformat=desktop" alt="" width="1" height="1" style="border: none; position: absolute;"></noscript> <div class="printfooter" data-nosnippet="">Retrieved from "<a dir="ltr" href="https://en.wikipedia.org/w/index.php?title=UTM_parameters&oldid=1251857023">https://en.wikipedia.org/w/index.php?title=UTM_parameters&oldid=1251857023</a>"</div></div> <div id="catlinks" class="catlinks" data-mw="interface"><div id="mw-normal-catlinks" class="mw-normal-catlinks"><a href="/wiki/Help:Category" title="Help:Category">Categories</a>: <ul><li><a href="/wiki/Category:Web_analytics" title="Category:Web analytics">Web analytics</a></li><li><a href="/wiki/Category:Web_log_analysis_software" title="Category:Web log analysis software">Web log analysis software</a></li><li><a href="/wiki/Category:URL" title="Category:URL">URL</a></li><li><a href="/wiki/Category:Google" title="Category:Google">Google</a></li></ul></div><div id="mw-hidden-catlinks" class="mw-hidden-catlinks mw-hidden-cats-hidden">Hidden categories: <ul><li><a href="/wiki/Category:Articles_with_short_description" title="Category:Articles with short description">Articles with short description</a></li><li><a href="/wiki/Category:Short_description_is_different_from_Wikidata" title="Category:Short description is different from Wikidata">Short description is different from Wikidata</a></li><li><a href="/wiki/Category:Use_dmy_dates_from_June_2020" title="Category:Use dmy dates from June 2020">Use dmy dates from June 2020</a></li></ul></div></div> </div> </main> </div> <div class="mw-footer-container"> <footer id="footer" class="mw-footer" > <ul id="footer-info"> <li id="footer-info-lastmod"> This page was last edited on 18 October 2024, at 13:51<span class="anonymous-show"> (UTC)</span>.</li> <li id="footer-info-copyright">Text is available under the <a href="/wiki/Wikipedia:Text_of_the_Creative_Commons_Attribution-ShareAlike_4.0_International_License" title="Wikipedia:Text of the Creative Commons Attribution-ShareAlike 4.0 International License">Creative Commons Attribution-ShareAlike 4.0 License</a>; additional terms may apply. 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