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What is UTM?

UTM (Urchin Tracking Module) parameters are tags added to the end of URLs. They track where your users come from and how they interact with your website, tying this information back to specific marketing campaigns.

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Importance of a structured UTM setup

A clear and consistent UTM setup is critical for:
  • Accurately attributing traffic sources and marketing spend.
  • Measuring the performance of different campaigns.
  • Creating actionable insights to optimize your marketing strategy.
Pro tip: Always ensure your ads and campaigns are correctly tagged with UTM parameters to get the most out of your data.

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Common UTM parameters

Here are the most commonly used UTM parameters:
  • utm_source: Identifies where the traffic came from (e.g., google, facebook).
  • utm_medium: Specifies the marketing medium (e.g., cpc, email, banner).
  • utm_campaign: Tracks the campaign name or promotion (e.g., summer_sale2023).

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More granular UTM parameters

For even deeper insights, use additional UTM parameters:
  • utm_term: Tracks keywords for paid search campaigns.
  • utm_content: Differentiates similar content or links within the same ad.

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Optimal UTM setup for Dema

For the best integration with Dema, we recommend using UTM parameters tailored to each platform:

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Google

  • Add dema_id={campaignid} to URLs for search paid campaigns. This ensures campaign IDs are captured accurately.

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Facebook

  • Use dema_adid={{ad.id}} for social paid campaigns. This allows Dema to track specific ad IDs and connect them to traffic and spend.

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TikTok

  • Format URLs with dema_id=__CAMPAIGN_ID__-__AID__-__CID__ to capture details about campaigns, ad groups, and ads.
Using IDs instead of names creates consistency, even if campaign names are updated later.

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Example URL for Google

https://somewebsite.com?utm_source=google&utm_medium=paid&utm_campaign=summer_sale2023&utm_term=running+shoes&utm_content=banner1&dema_id=12345678 This structured UTM setup enables Dema to map traffic sources and marketing costs accurately, providing deeper insights and better attribution.
Note: Poorly structured UTM parameters can lead to incorrect attribution and messy reporting. Follow these guidelines to ensure your data stays clean and actionable.