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Guidelines to use UTM parameters

Updated by Chandni Danhoo

UTM Parameters: The Definitive Guide

1. What is UTM Parameters?

UTM (Urchin Tracking Module) parameters, also called UTM tags or codes, are customized text codes that you add to the end of the URLs to help track the performance of marketing campaign. The five UTM parameters are source, medium, campaign, term, and content.

By using these tags, we can measure how each channel contributed to generating opportunities in the sales pipe, both within an individual campaign as on a general level (across campaigns).

2. UTM Format

Example of a link with UTM parameters for email, social paid ads, search and display ads, generated by SD Worx UTM Calculator (explained further below):

Example of UTM parameters for Email:

https://www.sdworx.com?utm_source=be-24CD002-the_basics_of_utm-promotional-nl-mail&utm_medium=email&utm_campaign=24CD002

Example of UTM parameters for Paid Social Ads:

https://www.sdworx.com?utm_source=facebook&utm_medium=cpc&utm_campaign=fb-be-nl-ao-tofu-leads-paid_social_example-24cd1602-sme-smr-audience_info&utm_content=crl-16

Learn more about SEA tracking πŸ‘‰ Learn more about SEA naming πŸ‘‰

Example of UTM parameters for Search and Display Ads:

https://www.sdworx.com?utm_source=google&utm_medium=cpc&utm_campaign=go-be-nl-tl-mofu-search-search_and_display_example-24cd1602-sme-wbr&utm_keyword={keyword}

Learn more about channels πŸ‘‰

Channel utm_source utm_campaign utm_medium utm_content / utm_keyword
Description Used to show which site / asset the visitors are coming from. Used to identify which campaign the promotion is associated with. Used to show which marketing channels are bringing the visitor to your site.
  • Email
  • Paid Social
  • Search & Display
  • Organic Social
  • Referral
 utm_content. Identifies what specifically was clicked to bring the user to the site, such as a banner ad or a text link.
utm_keyword allows you to track which keyword term a website visitor came from.
Email utm_source contains the country code, campaign code, campaign name, language code, type of asset, channel:
utm_source=be-24CD002-the_basics_of_utm-promotional-nl-mail		 utm_campaign contains campaign code:
utm_campaign=24CD002		 utm_medium contain the channel:
utm_medium=email		 utm_content / utm_keyword is not required
Paid Social Ads utm_source contains platform.
utm_source=facebook		 utm_campaign contains platform, country, language, always on info, funnel, objectives, audience info, campaign code, campaign name, department.
utm_campaign=fb-be-nl-ao-tofu-leads-paid_social_example-24cd1602-sme-smr-audience_info		 utm_medium contain the channel:
utm_medium=cpc		 utm_content contains Ad format and ad number:
utm_content=crl-16
Search and Display Ads utm_source contains platform.
utm_source=google		 utm_campaign contains platform, country, language, funnel, objectives, campaign code, campaign name, department, audience info.
utm_campaign=go-be-nl-tl-mofu-search-search_and_display_example-24cd1602-sme-wbr		 utm_medium contain the channel:
utm_medium=cpc		 utm_keyword is a personalisation code / merge tag retrieved from Google ads
utm_keyword = {keyword}

3. The UTM Calculator Tool

This tool is used to generate SD Worx-compliant UTM-tagged URLs effortlessly.

Make sure that you have all information as follows when using the calculator:

General Information (mandatory):

Basic information: valid email address and full name

πŸ‘‰ Campaign code (mandatory field) ,πŸ‘‰ Campaign name (mandatory field), πŸ‘‰ Country (mandatory field), πŸ‘‰ Language (mandatory field), πŸ‘‰ Department (mandatory field)

Information required for Ads:

πŸ‘‰ Platform, πŸ‘‰ Always on or not, πŸ‘‰ Funnel, πŸ‘‰ Objective, πŸ‘‰ Additional keyword information, πŸ‘‰ Audience information, πŸ‘‰ Ad Format

πŸ”Έ Ad Name Additional info (optional),πŸ”Έ Ad Number (optional)

Below is an example of data added in the UTM Calculator for email channel:

Generate UTM Parameters using the Calculator. πŸ‘‰

πŸ“© Result received (via email) from the Calculator after submission (in bold):
www.sdworx.com?utm_source=be-24CD002-the_basics_of_utm-promotional-nl-mail&utm_medium=email&utm_campaign=24CD002

4. Where to avoid UTM Parameters v/s where to use UTM Parameters?

Use βœ” Do not use ❌
Social Media βœ”οΈ Internal links. Learn more ❌
Email Marketing βœ”οΈ Country / segment website <-> Pardot LP❌
Social Paid Ads βœ”οΈ
Email signature βœ”οΈ
Referral βœ”οΈ

5. Where can we see the data?

5.1 Google Analytics:
  • Allows us to do source / medium / campaign reporting in Google Analytics.

5.2 Pardot/Salesforce
  • Allows us to do source / medium / campaign reporting on opportunities.

Best Practice for UTM Parameters

  • Use the UTM Calculator to generate your UTM Generator.
  • Stay consistent with lowercase throughout all your campaigns.
  • Do not use space and dash in utm parameters. Use underscore ('_') to separate words instead of spaces. Note: Only the build-up uses dashes (-) for certain parameters.
  • Do not add information that is sensitive to the public (as the UTM-parameter will be visible in the URL).
  • Have a good naming convention and avoid duplication of content. Keep format and styling consistent.
  • Keep your URLs clean, descriptive, non-redundant, and easy to read.
  • Don’t Use UTM Parameters for Internal Links.
  • Track Your UTM Links.

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