Anatomy of a UTM parameter

Transcript

There’s a hierarchy to these UTM values, and understanding that hierarchy is important. This hierarchy actually reflects market practices. You should start with the top parameter, which is medium. followed by source, then campaign, and lastly content, and or term. The UTM medium reflects your marketing channel. The source is the sub-channel, followed by campaign which identifies a specific campaign. You may have several versions of the same campaign, which means you would use the content parameter. If you want to track keywords associated with the ad, use the term parameter. To recap. Medium equals channel. Source equals sub-channel. Campaign denotes the name of the campaign. Content is the ad title and term is the keyword associated with your ad.