UTM tags

As marketers, we want to know:

Google analytics has built in support for “utm” parameters to answer these questions. All parameters are prefixed with utm.

Some example URLs for Famme would be:

We can find a report of the traffic for different source and mediums in Google analytics: Acquisition -> All traffic -> Source/Medium:


UTM source

For us, UTM source will in large part be:

Those are the largest, then we might get some traffic from Linkedin, Youtube, Pushowl (app for push notifications), Klaviyo.

One thing we know is that we get traffic from influencers, that are not attributed to them as we do not provide links to influencers. For example we could ask an influencer to use this link: famme.no/discount/igname?utm_source=IGNAME&utm_medium=influencer

That would make it possible for us to track how much traffic came from the influencers in total, and also per influencer.

Since we, as of this writing, do not do that, a lot of our organic traffic is probably the work of influencers.

UTM medium

There are many “mediums” that can drive traffic, GA offers a nice way to see how medium for example is related to conversion rate and other metrics.

UTM campaign

One might need to differentiate which traffic from FB is driving traffic that converts.

If you have 2 campaigns in ads manager, 1 which promotes leggings with sale, and the other that focuses on benefits, you could compare with utm_campaign which one has highest conversion rate.

UTM content

When running Facebook ads, you might have several ads with different creatives for each campaign. Knowing which creative is converting best can be done through a different utm_content.

UTM term

This is only relevant for search ads, the reports in ads.google.com gives you all the information needed with regards to search terms performance, so there is no need to “manually” look at UTM tags with regards to utm_term in most cases.