If you are implementing an A/B testing

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The sources you may want to track are Facebook, Google, Instagram, Twitter, LinkedIn, email campaigns. UTM_medium – tracks the type of traffic where your customers originated from, such as ads (CPC), email, social media, Google Display Ads, referral traffic, etc. UTM_campaign – helps you monitor the performance of a particular campaign. You can use custom parameters to identify the traffic between different email campaigns, social media campaigns, or Google ads campaigns. UTM_content – this parameter will help you determine what type of content brought users to your site. It can be an article, a guest post, a social media post, a call to action from your email, etc.campaign or you have multiple CTAs that point to the same website URL, this parameter will show you which content your users prefer.


Refers to the keyword a Aruba Email List customer came from. The term variable is mainly used for paid search ads. Now that you have an in-depth understanding of the variables, let’s see how you can create a custom URL based on your needs. Let’s say that you want to track a social media campaign’s performance on different social channels. You have to create the exact code string but change each channel’s source. Your URL will look like this: yoursite.com/your-page/? =social-post Do not be afraid to customize the link as much as possible to get a better overview of your efforts. You will get lengthy links when using UTM codes, but the good news is that you can shorten them without losing the tracking benefits.



We recommend using a link shortener tool such as Bitly.com. Why Are UTM Codes Helpful? Now that you have an understanding of what UTM codes are and what you can track, it is time to know why they are important and how to track your marketing campaigns. Know website’s traffic sources – the first reason why we use UTMs is to identify the sources of traffic correctly. This can be done by using the first three variables: campaign, source, and medium. You will better understand your referral and direct traffic from Google Analytics. Know which links/buttons/banners are preferred in a campaign – in this situation, adding the content variable will help you understand what products or services are prefered by your customers.