Urchin Tracking Module Analytics

URL Parameters used by marketers to track effectiveness of online marketing campaigns across traffic sources .
UTM Code : http://yoururl.com/landingpage?utm_campaign=socialmedia &utm_medium=social&utm_source=twitterspan

Parameters Purpose Process Overview

Source* Identifies traffic sending website

Content creation Access data in Use UTM Links
and UTM linking Google Analytics with Google Goals
Medium* Type of link used. e.g. CPC / email
Name* Product promotion / Marketing campaign name
Term Identify search terms
Landing Pages Blog Posts
Content Item clicked to take to site. e.g. Banner ad/ text link
UTM Tracking

Measuring the success of each individual social media channel Social Media Content Email Newsletters

Conducting A/B testing on creative elements Total Visits UTM Best Practices

Uses Pages / Visit • Consistent UTM naming

Figuring out what type of content is causing your customers to bounce Avg. Time on Site
convention
• Easy to understand
% New Visits names
Evaluating how well a newsletter CTA works in similar emails • Link shorteners for user
Bounce Rate
friendly URLs