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UTM parameters

UTM parameters are part of Sales Intelligence tool, which is used to track the effectiveness of advertising campaigns and site traffic.

Why do you need UTM parameters

Let's say you have a website with a form that you advertise in Google search and on Instagram. You're spending a certain budget on advertising and you want to know whether it is effective or not. If you don't separate traffic from Instagram and Google, you won't know where the customer is coming from. UTM parameters that will help you to know which ads brought the client to your site, analyze statistics in end-to-end analytics and evaluate the effectiveness of advertising campaigns.

The parameters are added to a link. There are 5 types of them:

  • utm_source - advertising platform name;
  • utm_medium - type of advertising;
  • utm_campaign - advertising company name;
  • utm_term - key word;
  • utm_content - any additional information.

The UTM parameter is added to the page address after the question mark. For example, if you specify a utm_source=google parameter for Google, the link to the site would look like this:

How to use UTM parameters

There are several sources in end-to-end analytics. You can add one or more UTM parameters for each of them, e.g. for Google Ads, add the google parameter. If the client fills out the form on the page with the google parameter, the deal will have a Google Ads source defined.

Read more in the articles:

You can place the link with the UTM parameter in ads, on social networks, or on websites if you want to send the customer to a separate page with the form.

Let's see how it works. Take the address of the page with the form and add a UTM tag to it, for example utm_source=google. As a result you will get

Fill out the form. A deal with the information about the source and UTM parameter will appear in CRM.

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