Campaign URL Builder

About the Campaign URL Builder

You can add ‘UTM parameters’ to the end of your URLs to help you understand where a visitor has been referred from.

UTM parameters are simple tags that give you the ability to track additional details about the specific link that has been clicked.

For example, the following link would allow you to identify the traffic to ‘example.com’ that came from a January email newsletter, as part of a ‘spring summer’ campaign.

https://example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=spring-summer

The following are the key components used to construct a link that uses UTM parameters:

Webpage URL (required):

This is the webpage your link is driving traffic to.

In the above example the webpage URL would be https://www.example.com.

Campaign Name (required):

This parameter is required and lets you identify a specific campaign that you are running.

For example, If you are running a paid online ad campaign for a spring sale, the parameter you would add to identify the campaign would be utm_campaign=spring_sale.

Traffic Source (required):

This parameter is required and used to identify which source sent the traffic to your site.

For example, if you are running a Google AdWords campaign, the UTM source would be Google.

The parameter you would add in that instance would be utm_source=google.

Campaign Medium

If you would like to identify what type of link was used, such as a “cost-per-click” or email, you can use the utm_medium parameter.

For example, if you were running a cost-per-click campaign, use the parameter utm_medium=cpc.

Note, the value you choose here will dictate what channel certain tools like Google Analytics group your campaign under.

Using “cpc”, “ppc”, or “paidsearch” as the value here will result in the campaign being grouped as “Paid Search”.

Choosing “cpv”, “cpa”, “cpp”, and “content-text” will result in the campaigns being grouped as “Other Advertising”.

Using the values “display”, “cpm”, or “banner” will ensure campaigns are grouped under “Display”.

Campaign Term

When running paid search ads you may want to track specifically what terms or keywords were used for the ad that was clicked.

In order to track that, you can include those terms in the utm_term parameter.

If you were running a paid search campaign, targeting the keywords ‘red dress’ you can add the parameter utm_term=red+dress.

Campaign Content

You may want to identify what specific creative was clicked to bring a visitor to your site, particularly for A/B testing.

This could be content such as a banner ad or a text link.

If you were running display ads and you wanted to track this, you could include the parameter utm_content=display+ads.