What Are UTMS?

A UTM is a tag added to the end of a URL.
Instead of the regular link to your site, you can add parameters to your link so that Oribi (as well as other tools) can identify the exact source your visitors are coming from. Adding UTMs to a link doesn’t impact the visitors in any way.
UTM parameters
All the data added after the ? is the UTM. It’s usually separated into a few different segments, each one representing a different level of information.
The most commonly used segments are:
  • Source: The platform the visit came from (Facebook, Google, Bing, email, etc.)
  • Medium: The type of ad (CPC, organic, display, etc.)
  • Campaign Name: The name of the campaign
You’ve probably seen many UTM links. They look something like this:
UTM Example
Users who click the link will be directed to the website (here: www.mysite.com/getstarted). Your marketing team, however, will be able to collect more information about the origin of the click (here: the ad for returning customers on Facebook).
Here are the primary scenarios for which we recommend using UTMs:
  • Paid acquisition: Facebook Ads, Google Adwords, Youtube ads
  • Social media: Posts on any social media channel
  • Email marketing: Your own campaigns, as well as mentions in partnership emails
  • Referrers: eBooks, websites directing traffic to your site, and more