There are countless ways to use this UTM parameter. For example, you can create separate utm_content codes for individual headlines in a banner ad campaign. Or you can add a special code to your email signature link to track total clicks.
Let's say you're running a social media marketing campaign for a client.
As part of your marketing activities, you ecuador phone number library share your content on popular social networks – Facebook, Twitter, etc. These appear under the “Social” channel in Google Analytics.
But what if you’ve promoted your content on social networks that Google doesn’t recognize as “social” in GA?
In such a case, there would be no way to showcase your social marketing results.
This is where you can use utm_medium. By adding utm_medium=social to all the links you share on any social channel, you can track your performance across all social networks.
You’ll find the utm_medium parameter particularly useful for macro-level analysis of traffic patterns. You can group all links into several broad mediums (social, PPC, search, email, referral, etc.) to measure their traffic over time.
The utm_medium parameter is particularly useful for distinguishing paid traffic.
For example, all your traffic from Facebook will appear as “social” by default in Google Analytics. If you’re running paid campaigns on Facebook Ads, you don’t want that traffic grouped with your organic social traffic!
By adding utm_medium=cpc or utm_medium=cpm to your Facebook Ads url, you can group all paid traffic into a single report.
- Monitor Traffic for Different Campaigns
If you had a new product launch, could you say with certainty that the traffic came from the launch campaign? How many of your holiday marketing campaigns generated successful conversions?
Tracking these metrics is one of the most difficult things for marketers to do. Basic GA data makes it nearly impossible to understand which marketing campaigns are driving your current results.
The utm_campaign parameter solves this problem.
For example, if you are running a new 20% off campaign, you can organize all your links like this: