What are UTM parameters:
How To Track Your Marketing Campaigns
To ensure that an advertising campaign is effective, it is important to continuously analyze traffic sources, detect the least effective ads, and diversify the advertising budget to the most effective ads. UTM tags transmit the required information to the analytics system, campaign optimization and profit-making are impossible without this process.
UTM tags are money
Consider an example: the advertising campaign includes five ads, and, of course, the results are different for each of them. In the account, you can see that one ad works much more effectively: the price per click is 50% lower than in others. However, when examining it in detail, it becomes clear: this ad does not bring profit, there are no purchases from it. To correct the situation, we transfer the budget to profitable ads, even though clicks there are more expensive, and then we are pleased with the increase in revenue.

Without UTM, an advertising campaign pays off only if you are lucky. In other cases, you will not only lose money but also will never understand the reason behind the failure.

Without UTM tags, it is impossible to distinguish profitable ads from loss-making ones, to analyze one or another traffic source, to reassign the budget and, as a result, optimize the campaign. It is impossible to get an audit and analyze such a campaign.

What types of UTM tags are there

UTM tag is additional information that is transmitted to the URL. It is defined by parameters that consist of two parts: name and value. For example, in a link


  • utm_source – parameter name, meaning the source of the transfer;
  • facebook – the manually specified name of the parameter, meaning the transfer from Facebook;
There are five standard UTM tags: three required and two optional.
The other two are used when needed:
A set of tags is assigned in advance for different ads and keywords. In this case, it is possible to track the effectiveness of each of them.
Google Analytics or Yandex.Metrika will decipher the information transmitted in UTM tags.

Dynamic Tags

Apart from standard tags, advertising systems offer dynamic parameters. Such parameters are always surrounded by curly brackets, for example {keyword}. If they are used as a tag value, then the advertising system will automatically replace the value in curly brackets when clicked.
Since the values are automatically substituted, it is possible to use the same tag template for several ads.
Each ad system has its own set of dynamic parameters that can be used in UTM tags.
Be attentive using {campaign.name}, {adset.name} and {ad.name}. Facebook substitutes the names that were stored when the campaign, ad group, or ad was published. Once the name is changed, the system will still insert the original names.
Google Ads
Common scheme of tags creation
Create a link for a Google Ads banner:
  1. Enter the site address, including the protocol: https://site.com/.
  2. Add a "?" to the address and specify the source of jumps, in our case it is «utm_source=google».
  3. Tags are connected to each other by the "&" symbol

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5 major mistakes when creating UTM tags
  1. The three required UTM tags are not specified, so the data received will be incorrect.
  2. A space is used in the value of tags. Use - or _ instead of spacebar
  3. Tags are register sensitive: for example, CPC and cpc are different things.
  4. A tag can contain only one "?" sign.
  5. In the text of tags used the following symbols: "#", "&", "=". Use a hyphen and a lower underscore.

Even a small advertising campaign consists of several ads, and the "average" consists of more than a hundred. Creating links by dozens of keywords included in dozens of ads is a time-consuming process. There is no guarantee that they will be compiled correctly - no one is immune to errors that will distort the data obtained and waste the advertising budget. The right solution is to create links with UTM tags automatically by using special services.
Anyone can cope with UTM tags, but no one can dispense with them. To avoid mistakes in analytics, you have to try to avoid mistakes in compiling them. Therefore, it is better to make it automatically instead of manually. There are services for compiling UTM tags, which automatically correct mistakes.
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