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/