UTM Generator
Required Parameters
Optional Parameters
Result
Required Parameters
Optional Parameters
Result
A UTM (Urchin Tracking Module) tag is a specific piece of code added to a link to tag and unique it. It is created for labeling advertisements and other promotion methods and includes the name of the encoded parameter and its value prescribed by the marketer. You can generate a label either manually or by using the eSputnik UTM-label generator. In a matter of seconds, it will give you a ready-made link with the specified indicators (parameters). Let's talk about this important marketing tool and how to use it for end-to-end analytics.
UTM tag generator: online compositing of unique links
Is our UTM tag builder suitable for links to popular internet traffic sources? Of course! Use it:
- in the context of Yandex.Direct and Google Ads;
- for Instagram and for Facebook in posts and targets;
- for external links placed in content on guest and partner resources;
- to uniqueize links added to the blog and on certain pages of the resource (suitable for sites based on the Tilda engine, Wordpress, etc.);
- for banners, lead forms and buttons with CTA;
- for various mailings, in particular in email marketing.
To generate a UTM tag, you need to insert the following data into the corresponding fields of the generator:
1. The address of the page, the link to which you need to generate.
2. Internet traffic source where the link is planned to be placed: arbitrary, Facebook, Instagram, Google Ads.
3. Mandatory indicators (parameters):
- utm_source – the source from which the ad was clicked, for example, utm_source = yandex;
- utm_medium – type of internet traffic or type of advertising model, for example, utm_medium = cpl;
- utm_campaign – campaign name, for example, utm_campaign = christmas_sale.
4. Optional indicators (parameters):
- utm_content – the ad element that the person clicked on, for example, utm_content = textlink;
- utm_term – the request for which the ad was shown, regardless of where the transition was made, for example, utm_term = omnichannel-mailings.
Please note that it is allowed to add no more than five parameters to the link, three of which are mandatory, so if they are skipped, the other parameters will also not be taken into account.
After filling in all the necessary information, click on the "Get Results" button, copy the generated link and add it to the desired location.
An example of a link that you will get if you use the UTM-tags generator (Google Adwords is selected as a traffic source):
Using dynamic variables in UTM tags
Dynamic variables allow you to recognize auxiliary information within the framework of a marketing campaign, for example, which keyword the ad was shown on, from which device the person clicked on the link, etc. Usually such variables are used in the utm_content indicator, although they can be used for other tag elements as well.
To apply dynamic variables, you need to substitute a specific code parameter in a specific place. Next, the analytics program will automatically replace it with the desired value. You will see it when evaluating the effectiveness of your marketing campaigns.
Dynamic inserts into the UTM-tags generator for Google Adwords
|
Dynamic parameter |
What is substituted |
|
{device} |
The type of device from which the user clicked on links and buttons with links |
|
{adposition} |
The position of the ad on the SERP (page number and position on it) |
|
{adgroupid} |
The ID of a specific ad group within the same ad campaign |
|
{campaignid} |
An ad campaign ID that helps granular analytics if tracking was initially configured at the account level |
|
{feeditemid} |
The ID of the extension the user clicked on |
|
{loc_interest_ms} |
ID of the geolocation that the user specified in the search query |
|
{matchtype} |
Matching type of the keyword for which the ad was shown |
|
{creative} |
ID of a specific ad |
|
{placement} |
ID of the website from which the click was made |
|
{keyword} |
Keyword or phrase for which the ad was shown, or a very similar word in the Display Network |
|
{loc_physical_ms} |
User's geolocation id from where the link was clicked |
|
{product_channel} |
ID of the channel through which the channel is implemented |
|
{product_id} |
The ID of the advertised product from the feed |
|
{product_country} |
Country where the advertised product is sold |
|
{product_partition_id} |
The ID of the product group to which the specific ad has been assigned |
|
{product_language} |
Language for describing information about the advertised product according to the feed |
|
{store_code} |
Unique store code for local sales |
|
{targetid} |
The id of the keyword to which the ad is configured |
Dynamic inserts into the UTM-tags generator for Yandex.Direct
|
Dynamic parameter |
What is substituted |
|
{addphrases} |
The identifier of impressions for other relevant keywords and phrases (yes - there were impressions, no - there were no impressions, that is, they were performed only on the original keywords) |
|
{campaign_type} |
Campaign type: 1 - text-image ad, 2 - mobile app ads, 3 - dynamic ad, 4 - smart banner |
|
{ad_id}, {banner_id} |
Ad ID |
|
{addphrasestext} |
For what additional relevant phrase was the display, its text (if the display by additional keys did not occur, the none parameter will be specified) |
|
{creative_id} |
Ad creative ID |
|
{device_type} |
The type of device from which the link was clicked |
|
{campaign_id} |
Ad campaign ID |
|
{keyword} |
Keyword / phrase for which the ad was displayed |
|
{phrase_id} |
Key ID for text-image ads or mobile app ads |
|
{coef_goal_context_id} |
Contextual Bid ID |
|
{retargeting_id} |
ID retargeting |
|
{position} |
The position of the ad in the search results |
|
{position_type} |
The type of ad unit in the search results: a premium unit, a unit on the right or at the bottom, not in search, that is, impressions were in external networks or YAN |
|
{source} |
Place of ad display, if it was shown in external networks or YAN |
|
{adtarget_name} |
The condition according to which the ad is targeting the target audience |
|
{source_type} |
The type of site where the ad was shown |
|
{region_name} |
Region of ad display |
|
{region_id} |
ID of the region where the ad was shown |
|
{interest_id} |
Was the user interested in the mobile application |
Dynamic inserts into the UTM tag generator for Facebook
|
Dynamic parameter |
What is substituted |
|
{{ad.id}} |
Ad ID |
|
{{adset.id}} |
Ad set ID |
|
{{ad.name}} |
Ad name |
|
{{campaign.id}} |
Ad campaign ID |
|
{{adset.name} |
Ad set name |
|
{{campaign.name}} |
Ad campaign name |
What is a UTM tag generator for?
This essential marketer tool is essential for:
- evaluating the effectiveness of various traffic channels and marketing campaigns;
- analysis of the effectiveness of calls to action, banners, native ads, content, omnichannel mailings;
- conducting end-to-end analytics.
What information to write in the UTM tag builder
As mentioned above, in order for the tagging to be correct, you need to register three required indicators:
- utm_source – yandex, instagram, google, vk, facebook and others.
- utm_medium – cpl/cpc/ppc (link in the context), display/banner (link in banners with pay-per-impressions), social_cpc (link in advertising posts in social networks with cpc model), email (link in the emails), organic (organic traffic), referral (external link on guest and partner sites), social-media (link in social media), content-text (link in the content).
- utm_campaign – come up with a name for your campaign, and write this name in Latin, separating each word with a hyphen or underscore.
Enter optional parameters as you wish, but remember that utm_term allows you to track how relevant the search queries of users, which they followed to your site, are relevant to keywords and phrases specified in contextual advertising. And utm_content tags individual elements within one ad, for example, different banners and buttons.
In addition, you can write the utm_nooverride = 1 parameter in the tags, which indicates the original traffic source, and not the channel for the user to follow this link. In this case, Google Analytics will only take into account the source of the click on the link, even if the same person later goes to the same pages of the site from other channels.
For example, a user saw an advertisement while searching on Google (the primary source is contextual advertising), he clicked on the link and went to the site. Then, after registration, he receives a letter with its confirmation, where there is also a link to the site. When using the specified indicator in the label, the analytics system will display where the person originally came to the landing page or website from (in our case, from contextual advertising). That is why it is advisable to add links with a UTM-tag to all letters, where the utm_nooverride = 1 indicator is registered.
How to evaluate the performance of marketing campaigns tagged with YouTube
The analysis of the effectiveness of marketing campaigns is carried out in Google Analytics and Yandex.Metrica. However, these programs handle UTM tags differently.
Google distributes tag elements into separate fields, such as source, keyword, ad content, channel, etc. Traffic source and channel can be viewed and evaluated in the "Traffic sources" tab → "All traffic" → "Source / channel" ... The ad campaign, ad content and the keyword for which the impression was registered are tracked in the "Traffic sources" tab → "Campaigns" → "All campaigns". Look for additional metrics for tags in the "Advertising" tab → "Keyword / Ad content". Here you can also analyze the main parameters of the tags.
Yandex, on the other hand, creates a separate tree-like report for all Urchin Tracking Modules that have entered the system. You need to look for it in the tab “Reports” → ”Standard reports” → “Sources” → ”UTM tags”.
Keep in mind that for effective end-to-end analytics, you need to put appropriate labels on all links where it is important to track user activity. When analyzing incoming traffic, pay attention to which links had the least number of clicks - these sources and advertising campaigns turned out to be ineffective. They must either be urgently optimized, or temporarily disabled so as not to waste money.
Redirect your budget from unprofitable campaigns to successful ones. This will allow you to earn even more on them. Advertising and guest content that are not as effective as we would like should be placed under special control and optimized on a planned basis.
In addition, when analyzing links with yutiemki, you can calculate how much money the business brought by the transition for each of them. Based on this, make a decision how much to pay for clicks in the context, CCM and YAN, working on the CPC (cost per click) principle.
Take full advantage of link tagging to get even more out of your marketing campaigns. And with the eSputnik UTM tag generator, link uniqueness will be much easier and faster.
