{"id":11314,"date":"2024-03-11T11:39:26","date_gmt":"2024-03-11T10:39:26","guid":{"rendered":"https:\/\/www.efidem.com\/?p=11314"},"modified":"2025-08-01T12:08:11","modified_gmt":"2025-08-01T10:08:11","slug":"utm-links","status":"publish","type":"post","link":"https:\/\/www.efidem.com\/en\/blog\/2024\/03\/11\/utm-liens\/","title":{"rendered":"UTM beacons"},"content":{"rendered":"<p class=\"wp-block-paragraph\">UTM Tags: Track and Optimize Your Online Marketing Campaigns<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In the digital marketing landscape, it is essential to <strong>accurately measure performance<\/strong> of your campaigns to adjust your actions and maximize your return on investment. The <strong>UTM tags<\/strong> are one of the simplest and most powerful tools to achieve this.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These parameters added to the URLs allow you to <strong>understand where your traffic comes from<\/strong>, which sources generate the most conversions, and how your visitors interact with your site. Let's explore together what UTMs are, what they're used for, and how to use them effectively.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">What is a UTM tag?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The term <strong>UTM<\/strong> means <em>Urchin Tracking Module<\/em>, a name inherited from a web analytics tool acquired by Google. Today, UTM tags are primarily used with Google Analytics or other audience tracking tools.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Concretely, it is about <strong>parameters added to the end of a URL<\/strong>, in order to transmit detailed information about the origin of the traffic. When a user clicks on a link containing these parameters, the data is automatically captured and sent to your analysis tool.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Why use UTM tags in your marketing campaigns?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Adding tracking tags allows for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identifier <strong>the exact source of a click<\/strong> (e.g.: Facebook, newsletter, Google Ads)<\/li>\n\n\n\n<li>Distinguish the <strong>different communication channels<\/strong> (email, social media, CPC...)<\/li>\n\n\n\n<li>Compare the effectiveness of <strong>several campaigns<\/strong><\/li>\n\n\n\n<li>Testing different <strong>Messages, buttons, or visuals<\/strong> within the same campaign<\/li>\n\n\n\n<li>Better understand the <strong>user journey<\/strong>, from the origin of the click to the conversion<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Thanks to this information, you can optimize your advertising investments, improve your content, and refine your targeting.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">The 5 main UTM parameters<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">There exists <strong>five standardized parameters<\/strong> to integrate into your links. Depending on your needs, you can use part or all of it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. <code>utm_source<\/code> The traffic source<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This parameter identifies <strong>Where does the traffic come from<\/strong> Google, Facebook, LinkedIn, Mailchimp, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udccc Example: <code>utm_source=facebook<\/code><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. <code>utm_medium<\/code> \u2013 The marketing channel<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It specifies the <strong>Channel type<\/strong> used: email, CPC (cost per click), social, referral, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udccc Example: <code>utm_medium=email<\/code><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. <code>utm_campaign<\/code> \u2013 Campaign Name<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">It is used to group the results of a <strong>specific campaign<\/strong>, like a promotion or product launch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udccc Example: <code>utm_campaign=summer_launch_2025<\/code><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. <code>utm_term<\/code> \u2013 Keywords<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Primarily used in paid advertising, this setting allows for <strong>follow targeted keywords<\/strong> in Google Ads campaigns, for example.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udccc Example: <code>utm_term=email+automation<\/code><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. <code>utm_content<\/code> \u2013 Differentiated content<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This setting is useful for <strong>testing different versions<\/strong> from the same link (A\/B testing), or to differentiate two call-to-action buttons on the same page.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udccc Example: <code>utm_content=button_header<\/code> vs <code>utm_content=button_footer<\/code><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Example URL with tags<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here is an example of an enriched URL for an email campaign:<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">Arduino Copier Modifier<code>https:\/\/www.monsite.com\/produit?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=promo_juillet&amp;utm_content=bouton_principal\n<\/code><\/pre>\n\n\n\n<p class=\"wp-block-paragraph\">Once clicked, this link allows you to precisely attribute traffic to your newsletter, sent in July, via the main button in your message.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">How to create your tags?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">No need to code by hand. Free tools allow you to easily create your links:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Google Campaign URL Builder<\/strong><\/li>\n\n\n\n<li><strong>UTM.io<\/strong><\/li>\n\n\n\n<li><strong>Built-in tools in your email or CRM platforms<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">It's essential to stay <strong>coherent in nomenclature<\/strong> of your settings to facilitate analysis. For example, always use \u201cemail\u201d for the email channel, not \u201ce-mail\u201d or \u201cEmail\u201d.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Best Practices for Using UTMs Effectively<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Use only the necessary parameters<\/strong> to avoid bloating your URLs<\/li>\n\n\n\n<li><strong>Stay consistent<\/strong> in your campaign name and source syntax<\/li>\n\n\n\n<li><strong>Do not put personal data<\/strong> within the tags (prohibited by GDPR)<\/li>\n\n\n\n<li><strong>Test your links<\/strong> before diffusion to ensure they redirect to the correct page<\/li>\n\n\n\n<li><strong>Integrate the results into your Analytics dashboards<\/strong> to measure overall and per-channel performance<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">In conclusion: a simple tool for powerful data<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The <strong>UTM tags<\/strong> are a valuable ally for any company looking to improve the tracking of its digital campaigns. Thanks to them, you can make more informed decisions, allocate your budgets more effectively, and continuously refine your marketing actions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Efidem<\/strong> we accompany you in setting up measurable and high-performing digital campaigns, by integrating tracking tools adapted to your objectives. Contact us to transform your data into concrete results and test on <a href=\"https:\/\/snapshoot.efidem.com\/account\/newone\" data-type=\"link\" data-id=\"https:\/\/snapshoot.efidem.com\/account\/newone\" rel=\"nofollow noopener\" target=\"_blank\">Snapshoot<\/a>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>UTMs are tags added to link URLs to track and analyze website traffic. They are widely used in digital marketing to track traffic sources and measure the effectiveness of online advertising campaigns.<\/p>","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[56],"tags":[68,77],"class_list":["post-11314","post","type-post","status-publish","format-standard","hentry","category-glossaire-marketing-digital","tag-l","tag-u"],"acf":[],"modified_by":"@Efidem_csm","amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/posts\/11314","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/comments?post=11314"}],"version-history":[{"count":6,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/posts\/11314\/revisions"}],"predecessor-version":[{"id":14903,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/posts\/11314\/revisions\/14903"}],"wp:attachment":[{"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/media?parent=11314"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/categories?post=11314"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.efidem.com\/en\/wp-json\/wp\/v2\/tags?post=11314"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}