Whether your goal is to UTM in email 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.

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 albania phone number data option to track traffic and know the performance of a marketing campaign.

UTM parameter types

As we’ve seen, UTM parameters. Are used to global seo work 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 japan number list 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.

Medium (utm_medium)

The UTM medium tag describes how the link was shared , for example, whether it was via email, a banner ad, or a social media post. Some examples of mediums include email, cpc, social media, etc.

Campaign (utm_campaign)

This campaign UTM parameter is used to identify a specific campaign or promotion , such as a product launch or special offer. It can be anything from a campaign name to a tracking number.

Term (utm_term)

In order to identify the keywords being advertised, in pay-per-click (PPC) ads, the UTM term tag is used. It can also be used to define specific keywords being used in SEO. For example, if you are promoting an online marketing course, the term might be “digital marketing.”

Content (utm_content)

If you need to distinguish different versions of the same link, you’ll use the UTM content tag. For example, if you’re running an ad in two different locations , you can use two different content tags to determine UTM in email which ad drove more traffic.

Platform Source (utm_source_platform)

The utm_source_platform tag is the platform responsible for driving traffic to a given Analytics property (such as a shopping platform that defines budgets and targeting criteria, or a platform that manages organic traffic data). For example, Search Ads 360 or Display & Video 360.

Creative Format (utm_creative_format)

The creative UTM parameter refers to the type of creative , such as display, native, video, or search.

Marketing Tactic (utm_marketing_tactic)

In this case, the marketing tactic UTM tag. Or parameter allows you to define the segmentation criteria applied to a campaign ; for example, remarketing or prospecting.

Why are UTM parameters important in marketing campaigns?

In email marketing campaigns, it is essential to know in real time the evolution of the status of the emails, whether they have been opened, marked as spam, or whether they have been clicked. However, there are other important data about which UTM parameters provide key information, to the point that we can know the path after a user clicks.

UTM parameters or tags allow you to track users on each of the links they click on and to closely monitor their visits. Here are some of the main uses that UTMs offer us in the field of marketing:

• Traffic analysis: These allow you to know which websites and channels are driving the most traffic to your website. Therefore, UTM tags can be very useful in optimizing the performance of your marketing campaigns.
• Conversion measurement: Thanks to UTM parameters, it is possible to track conversions, which means being able to see the direct results of a campaign.
• Content Personalization: UTMs can also help personalize the content of a landing page based on the source of the traffic.
• A/B Testing: These can be used to perform A/B testing, meaning you can test two versions of a landing page to see which one performs better.

How to use UTM parameters in email marketing with MDirector

Knowing how to use UTMs in the email marketing you have set up in Google Analytics will provide you with valuable information. About the campaigns you send. By adding UTM tags to the links in your emails, you can track the performance of your mailing campaigns and make adjustments to improve the effectiveness of your actions. Let’s look at some examples of using UTMs in email marketing campaigns that you can apply with the MDirector tool.

Creating custom links

One of the ways you can use UTMs in email marketing is by creating custom links for each email you send. By creating a custom link, you can identify the specific email that led to clicks and conversions on your website .

To create custom URLs, simply include the UTM parameters for each link in your email. This will allow you to see how many visits to your website were generated by each email, how much time visitors spent on your website, and how many conversions were made. You can add these metrics in step 3 of the MDirector editor. By clicking “Add Google Analytics variables” to complete the UTM parameters shown on the following screen:

Segmenting mailing lists

Another way you can use UTMs in email marketing is by segmenting your email list based on your subscribers’ interest or behavior. For example, you can segment your subscribers based on their geographic location, interests, or behavior on your website . An action that is made much easier and faster thanks to the advantages of applying automation in email marketing .

In this case, you can send personalized emails to each segment with custom UTM links that reflect the interests or behavior of that user segment. This way, you’ll have the option to evaluate how each. Segment is responding to your emails and what type of content is most effective for each segmented list.

Thanks to the integration of Google Analytics in MDirector , you can generate segments based on UTMs. To do this, they must be saved as custom fields. From there, you can go to the list you want to segment and use these parameters to create the segment: