UTM tags

UTM tags are parameters that are added to the link: source, medium, campaign, content, term. Based on them, analytics understands where the transition came from. Without UTM, all traffic from newsletters, bots and posts merges into faceless “link clicks”.

UTMs only work if they are marked according to a single scheme. The most common mess is when one writes source “vk”, another “VK”, the third “vkontakte”, and the report contains three sources instead of one. Therefore, the UTM scheme is recorded once in a document and is no longer improvised - I have a breakdown of the scheme in a separate article.

UTMs mark everything you can control: advertising, posts, newsletters, links in your profile header, QR codes. The only things they don’t mark are things that you can’t influence—organic searches and direct visits. The more disciplined the markup, the more honest the attribution.