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FAQ-style guide to URL UTM-tagging for use with Google Analytics (GA) to track offline, inline, word of mouth (WoM) URLs, or even 301 redirects. UTM tags can however be appended to any link: PPC ad, online banner, etc. If you are running several offers across multiple venues and need more information than simply the referrer data or need to segment paid search, UTM tags can provide you with additional insight.

1. What is a UTM tag?

A UTM tag is a tracking marker appended to a URL, and is recognized by GA as a dimension.

The UTM systems are the legacy Urchin Tracking Module and Urchin Traffic Monitor. In short, Urchin Software Corporation was purchased by Google in 2005 and rebranded to Analytics later that year.

2. Why would I want to track off/inline or WoM URLs?

To segment visit sources with Analytics and evaluate a campaign's response level, e.g. an email newsletter, radio spot, flier.

3. Will the UTM tags make my visible or WoM URL look or sound impractical?

No, you will be redirecting your offline or inline URL to a custom UTM-tagged URL.

4. How does it work?

1. User types offline URL in browser address bar or clicks on an email link
2. The server redirects the user to a custom UTM-tagged URL that you have set
3. Google Analytics tracks the hit for the UTM-tagged URL, and reports the UTM values within 24 hours

Tip: your visible URL should ideally be short, memorable and lower-cased so that it can be used for both print and word-of-mouth. Alternatively, you could also redirect variants to the same UTM-tagged URL as long as they come from the same source, e.g. for a WoM URL: /special and /specials, or /2009 and /09

Example 1: Redirect to the homepage

• Off/inline URL: yourdomain.com/2009
• UTM-tagged URL: yourdomain.com/?utm_source=Value&utm_medium=Value&utm_campaign=Value (where you set the custom Value)

The 301 redirect to the UTM-tagged URL in your .htaccess file (located in your public root) will look like this:

Example 2: Redirect to a subpage

• Off/inline URL: yourdomain.com/special
• UTM-tagged URL: yourdomain.com/subfolder/subpage.html?utm_source=Value&utm_medium=Value&utm_campaign=Value

The 301 redirect entry will look like this:

On a SEO sidenote, I recommend the 301 redirect in case a webmaster links to your website using the off/inline URL (the code 301 "permanent redirect" will pass link value to the destination URL). Meta refresh works too, but bear in mind that i.) it will not pass link value if your off/inline URL is used to link to your website and ii.) although of lesser importance, meta refresh has a stigma for unethical use in the SEM community.

5. How do I tag a URL?

You can either manually replace the Values below or run them in the Google URL Builder.

Notes:

• The custom Value is case-sensitive, e.g. "PRint_01" will output "PRint_01" in GA's reporting.
• UTM Source, Medium and Campaign are required dimensions. If it doesn't apply to your campaign, just enter "none" or "null" as the value, e.g. utm_campaign=Null. Click here for information on additional Google UTM tags.
  • Source: e.g. Postcard_1, Newsletter_Q1_2009, Trade_Journal_XYZ, Tradeshow_Flier_2009
  • Medium: e.g. Print, Podcast
  • Campaign: e.g. Winter, Free_Demo

6. Where do I track the hits on Google Analytics?

Hits are logged in the following two reports:

• Traffic Sources > All Traffic Sources. The Source and Medium tag value will be listed. The Campaign tag can be viewed by clicking on the Source / Medium listing.
• Traffic Sources > Campaigns. Source and Medium tag value can be separately displayed through the Dimension dropdown.

Jeremy is a certified Google AdWords Professional, a pre-Panama Yahoo Search Marketing Ambassador and an accredited Microsoft adExcellence Member, and prior to BIGSHOT, has campaigned for over 150 SMB clients nationwide in both the organic and the sponsored realms of search engine marketing. Learn more about Jeremy.

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