What are UTM parameters?

UTM parameters are pre-defined text codes added to a URL to track important data about website visitors and traffic sources.

Here’s an example of a link with UTM parameters in place:

Highlighted in orange are the UTM parameters that have been added to this blog post's URL for tracking purposes. You'll notice the string starts with a "?" and contains the three of the possible five tags: utm_source, utm_medium, and utm_campaign.

This allows marketers at SocialHP to report on how successful this Tweet is at bringing traffic to 3 Social Selling Metrics You Need to Start Measuring Today

The addition of the UTM parameter doesn't change the content of the post. Rather, it allows for analytics to interpret the origin and basic engagement information about the visitor. 

Let's take a quick look at how each one of the UTM parameters is automatically set up:

Source: Used to show which site the visitors are coming from (Facebook, Twitter, LinkedIn).

Medium: In all cases this will be socialhp - the tool used to drive the traffic to your destination. 

Campaign: Our system automatically creates a composite key consisting of {content_id}_{member_id}. The campaign tag gives you insight into the content and member that created the engagement

Activating UTM Parameters