#utmtracking

If you’re running marketing campaigns, you need to see how they’re performing. One of the most effective methods of doing so is through UTM tracking. But if you wonder “how do I see my UTM tracking on Google Analytics?, don’t panic — we’ll take you through the process step by step.

What is UTM Tracking?

UTM tracking means you add special tags (UTM parameters) to the links you share in your campaigns. This tags allow Google Analytics to identify where your visitors came from and how the go on your website.

For instance, if you’re running an ad on Facebook you’d likely want to know how many individuals clicked that ad and visited your website. UTM tracking provides you with this information, so you know which of your campaigns are performing better than others.

Understanding How UTM Parameters Work in Google Analytics

With UTM parameters added to a URL, Google Analytics understands the little tags and segments that traffic data accordingly.

Here are the most popular UTM parameters:

utm_source: Indicates the source of the flow (such as Facebook or an email).

utm_medium: Indicates type of marketing (e.g., social media, paid ads, email)

utm_campaign: This helps you identify what specific campaign is driving traffic (e.g., summer sale).

utm_term: Records used keywords in paid ads (predominantly for search campaigns).

utm_content: For tracking different types of content or ads (such as an image vs. a text link).

These UTM tags allow you to track detailed data about the origins of your website traffic and which campaigns are performing best.

View UTM Tracking in Google Analytics

How do I check my UTM tracking in Google Analytics? Here’s how:

Log into Google Analytics.

Click on Acquisition in the left-hand menu.

In the left navigation, select traffic acquisition & the click session campiagn

You will see a list of campaigns, and details retrieved from your UTM parameters such as utm_source, utm_medium, and utm_campaign.

This report provides you every information you need to know regarding your traffic sources and it is an easy way to view the performance.

Analyzing Your UTM Data

Now that you understand how to see your UTM data in Google Analytics, it’s time to learn what that means. Focus on these key metrics:

Sessions: The number of visitors to your website from each campaign.

Bounce Rate: How much are visitors actually engaging with your site or returning quickly?

Conversions: Are visitors taking any action, such as subscribing to your newsletter or buying a product?

This can help you determine successful campaigns and ones that may need to be revised.

Common UTM Tracking Issues

Things don’t always work out with UTM tracking. Here are some common problems and how to resolve them:

Missing UTM Parameters: If you aren’t seeing your UTM tags, take a look at your URLs. Check that you’ve added the correct UTM parameters.

Data Not Showing Up: Data can take a couple of hours to populate in Google Analytics. Wait and try again later.

Campaign Confusion: If you do notice some egregious results, just make sure you’re using similar naming conventions when generating your UTM parameters (i.e. always write “facebook_ad” instead of switching it up with “fb_ad” or “social”).

Best Practices for UTM URL Tracking

Here are tips to maximize the value of UTM tracking:

Be consistent: Always use the same names for your UTM parameters. Then you will have clean, readable data.

Be Specific: Instead of general terms like “email” or “social,” use more specific nomenclature in your names, such as “email_june_newsletter” or “facebook_summer_sale.”

Test Your Links: Always test your UTM URLs and ensure that the tracking is working as intended before you blast your campaigns.

Final Thoughts on UTM Tracking in Google Analytics

With all of this being said, now that you understand how to view UTM tracking on Google Analytics, you'll be able to leverage this tool to the fullest and optimize your campaigns. Thus, by tagging UTM parameters to your links and inspecting the data on Google Analytics, you’ll get an insight into what’s working, and what should better be improved.

Get started today with UTM tracking, and see how it can help you make informed marketing decisions!