UTM Link Building Standards

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Google Analytics default channel differentiation rules

When building UTM links, the medium should be as close as possible to Google's default channel.

[GA4] Default channel group - Analytics Help

Learn how Analytics classifies your traffic. This article is for GA4 properties. Default channel grouping for Universal Analytics (UA) properties is covered in this article. We recently made impr

https://support.google.com/analytics/answer/9756891?hl=en

References

Blog - UTM.io

...

https://web.utm.io/blog/

Google official UTM link building tool

Campaign URL Builder

This tool allows you to easily add campaign parameters to URLs so you can measure Custom Campaigns in Google Analytics.

https://ga-dev-tools.google/ga4/campaign-url-builder/

‼️ Parameters are written in lowercase

utm_id

Campaign ID

Example of importing campaign data

utm_source

Use this to show which service the referring traffic came from - google, facebook, or a newsletter. If this is from email newsletters, it 's good to include which list you used here e.g. loyal_customers or instagram_users (or however you have your email list segmented.) This is mandatory, you must fill it out for the other tags to work.

facebook, twitter, blog, newsletter, youtube, tiktok, google

utm_medium

Often confused with source, this was designed for words like email, CPC, social that show the medium the user came through.

organic (Google Search, usually this parameter is not needed)

cpc (pay per click advertising)

display/cpm/banner (display ads)

social (traffic coming through social media channels facebook, twitter, youtube, tiktok, linkedin)

organic_social (official media channels to post the traffic, because our official media traffic is larger, to do a differentiated analysis, otherwise it can also be categorized as social without adding this)

paid_pr (paid media promotion)

email

affiliate

qr_code

utm_campaign

Use this for campaign name - e.g. JanuarySale or VIPRetargeting. It's okay if you make this one long and specific, and put more information in it so you don't get confused between one campaign and another e.g. utm_campaign=january_sale_1-5-2019_retarget_loyal_ customers. customers.

summer_sale, free_trial

utm_content

If you're A/B testing ads, then this is a useful metric that passes details about your ad. You can also use it to differentiate links that point to the same URL. You can also use it to differentiate links that point to the same URL.

Tracks which part of the text or which call-to-action placement sent the traffic. ex: learn-more-copy, download-now-button, etc.

Ex: learn-more-copy, download-now-button, etc. video_ad, text_ad, blue_banner, green_banner

utm_term

(not recommended for non-search based ads)

You'll use this mainly for tracking your keywords during a paid AdWords campaign. You can also use it in your display ad campaigns to identify You can also use it in your display ad campaigns to identify aspects of your audience

It can also differentiate social ad headlines, email subject lines, etc.

Samples

Celebrity Tracking

For example, beyonce recommended our lava me 3 on instagram this January.

utm_campaign=beyonce-lavame3-jan2022

utm_medium=social

utm_source=instagram

Final link

https://www.lavamusic.com/lava-me-3?utm_campaign=beyonce-lavame3-jan2022&utm_source=instagram&utm_medium=social

Your own social media

For example, we posted a video on our tiktok account, playing a pop song with lava me 3

utm_medium=organic-social

utm_source=tiktok

utm_campaign=sing_a_song-lavame3-13092022

Final link

https://www.lavamusic.com/lava-me-3?utm_campaign=sing_a_song-lavame3-13092022&utm_source=tiktok&utm_medium=organic-social

Social Media Ads

For example, we made a CPC pay-per-click advertisement on Facebook about the back-to-school day promotion (Facebook platform will automatically create UTM links when you create ads, you can follow the platform's automatic creation or follow the rules I wrote)

utm_source=facebook

utm_medium=cpc

utm_campaign=back_to_school-lava-01092022

utm_content=ad-version-a-img (mark the content of the ad, if there is also a B version of the graphic program, then it can be written as ad-version-b-img)

utm_term=img-1/img-2/button-know-more/txt-link (mark different clickable elements of a graphic ad, e.g. image1/image2/button/link)

Final link

https://www.lavamusic.com/back-to-school/utm_source=facebook&utm_medium=cpc&utm_campaign=back_to_school-lava-01092022&utm_content= ad-version-a-img&utm_term=img-1

Let's say we have a CPM display ad on Facebook for Lave me 3