- Every UTM tracking code starts with a « ? »
Code = ?utm_.
What does this tell Google Analytics ? It tells where your URL ends and where your tracking starts. What happens if you don’t include the « ? » ? Your URL will result in a 404 error, because Google will think your link is an alteration of the URL. No doubt this « ? » is important
Note : what if your URL already ends on a question mark ? You just need to add an « & »
example : www.mysite.com/mything?exemple
would become with UTM tagging : www.mysite.com/mything?exemple&utm_
- Each UTM tracking code can contain up to 5 parameters
Source, Medium, Campaign, Content and Term. These 5 parameters are attached in one sentence and separated by « & ». The order is of no importance, but your first parameter must start with a question mark and all the following parameters must start with « & » (except if your URL ends on a « ? »).
The « & » tells where a parameter ends and the next begins. If you forget the ampersand Google Analytics will read everything as one.
Example : &utm_campaign=mycampaign_medium= ; Google will think your campaign is « mycampaign_medium= » instead of « mycampaign »
- Discuss the UTM parameter conventions before anyone on your team starts creating them.
Make conventions with your team before starting to build your URL. Once this phase is over, use the Google Analytics URL builder to make it easy for anyone to create and assign UTM tracking codes.
- UTM codes are case sensitive
Google Analytics will collect data for every parameter that you’ve inserted in your URL.
For example : « Summerboost » & « summerboost »
It’s to that regard that Google Analytics will see these parameters as two separate reports. In other words, It means that Google Analytics doesn’t have the sensibility to tell you that there is a capitalized version of your Campaign wondering around somewhere in your traffic data. Be very careful of the data you analyze, because it may be incomplete if you’re not careful about capitalization.
- Google Analytics understands words individually throughout the use of « – » ; underscores are seen as alphanumeric characters & are used to connect words to make phrases.
For example: summerpromo_2014november24-brussels
Here you will be able to find data in Google Analytics for the specific term “ summerpromo_2014november24” which will tell you exactly how that specific summer promo campaign, that was sent out on November 24th, 2014 performed.
You are also able to analyze how every campaign sent to your Brussels demographic performed.
Because “ summerpromo_2014november24”and “brussels” are separated by a « – » the Brussels data will not be exclusive to the November 24th campaign.
- You must own a URL in order to use UTM tracking
You can only use UTM tracking to links that go to your properties (eg : your blog, your website, your app, etc.) You can’t use UTM tracking to analyze clicks from external properties like your competitors or other big websites you’d like to get insights from.