UTM codes are bits of text you can add to a link that tell Google Analytics (as well as other analytics tools) a little bit more information about each link. Here’s a sample of what one looks like:
Example
examplesite.ru/?utm_source=google&utm_medium=cpc&utm_campaign=statya_pro_utm_metki
UTM codes are also known as UTM parameters — or tracking tags — because they help you "track" website traffic from its origin.
UTM codes can track a medium and a source within that medium. Where it gets more flexible is in the language you use to describe that source. Maybe you want to attribute website traffic to a social network, a type of content, or even the exact name of an advertisement on the web.
| Option | Purpose | Example |
|---|---|---|
| utm_source | Identifies the site from which the traffic is being sent. Required. | utm_source = Google |
| utm_medium | Identifies the ad model. Examples: cost per click link, email. | utm_medium = cpc |
| utm_campaign | Identifies a specific advertising campaign. | utm_campaign = spring_sale |
| utm_term | Identifies the keyword phrase from the ad campaign, regardless of the source of the click | utm_term = running + shoes |
| utm_content | Identifies a specific content item that the user clicked on before navigating the site, such as a banner ad or text link. This option is often used for the purposes of A / B testing and analysis of the effectiveness of contextual advertising. | utm_content = logolink or utm_content = textlink |
