UTM tag

A UTM tag is a tool that helps analyze where people come to the site from and how they behave. For example, you can use UTM to understand that a person came to the site from an email newsletter, looked at three more pages and then bought a product.

UTM is a special message for analytics systems, which is displayed at the end of links after the “?” sign.

When a person clicks on a link with a UTM mark, the data about him goes into the analytics system. According to UTM-tags, you can evaluate:

  • What sources of traffic and users came to the page/site?
  • Which element of the page converts better. For example, a hyperlink or a button.
  • How much money/users came from different channels.

When to use UTM tags

It makes sense to use UTM tags always when you link to your site from external sources: social networks, other platforms, email lists, contextual ads and mobile applications.

Inside your site, it’s better not to use UTM. Then the tags can be overwritten: for example, a person came by the tag from email and immediately caught on the site another tag, let’s say a site. Then the analytics system will stop following the person at the email tag and start following him at the site tag.

You can generate a UTM tag, for example, here – https://ga-dev-tools.google/campaign-url-builder/