Internet Marketing Digital_marketing_for_dummies | Page 307

Google
YouTube
The source enables you to know which email, search engine, or Facebook ad (or other
source) a user came from. Knowing where traffic is coming from can be powerful because
you gain insight into what your users are responding to.
Campaign medium (utm_medium)
This parameter identifies the medium or vehicle that the link was used on, such as email.
Medium tells you how visitors arrived at your site. Some of the most common mediums
include
Email
Pay per click (PPC)
Banner-ads
Direct (which tells you users directly typed in your site address)
Campaign content (utm_content)
Campaign content describes the specific ad, banner, or email used to share the link. It gives
you additional details to use with A/B testing or content-targeted ads, as well as helps you
determine what creative is working best at promoting an offer or distributing content.
Be as descriptive as possible with this parameter ’s naming structure so that you can
easily remember what email or ad this UTM refers to.
Campaign name (utm_campaign)
This parameter serves as an identifier of a specific product or promotion campaign, such
as a spring sale or another promotion you run. The campaign name’s basic purpose is to
highlight promotional offers or content distribution strategies so that you can easily
compare performance across time and platform.
Campaign links should be consistent across all different sources and media for any
given promotion to ensure that the campaign as a whole can easily be analyzed.
Dissecting a UTM
The previous sections go over the most important parameters that make up a UTM, and
this one examines a UTM’s structure. For instance, here’s what a UTM looks like for a