UTM Builder
What is the purpose of a link with UTM tags?
- lead contextual or targeting advertising campaigns in the services of Google, Yandex or from the advertising offices of social networks, and recently in advertising posts in the messengers Whatsapp, Telegram, etc. (UTM tags are also useful for showing ads to the target audience of retargeting campaigns);
- want to analyze in detail every possible channel of traffic coming to the site, to evaluate and count the parameters of its effectiveness for conversion.
Your page address
Required parameters
Source of the campaign
?Type of traffic
?Campaign name
?Optional parameters
Announcement identifier
?Keyword
?Traffic source
Announcement identifier
utm_content — this optional label parameter is used for additional information, it will allow you to distinguish campaigns from each other if other parameters match.
Why do you need it: It is most often used as a label for an ad within an ad campaign. The name can be set arbitrarily, but it is more convenient to select and use a list of important ad characteristics.
Examples: utm_content=text_link_on_left_sidebar — text link in the left sidebar;
utm_content=skidka_45 — offer in the text on the banner;
utm_content=test_B — the option of announcing during the A/B/C tests at some of the sites.
Source of the campaign
utm_source — the name of your advertising platform.
Why do you need it: Most often this parameter is used to indicate the type of advertising platform from which your site traffic came.
Examples: utm_source=yandex — contextual advertising ad in Yandex.Direct;
utm_source=google — contextual advertising in Google Ads (Adwords);
utm_source=targetmail — advertising via the myTarget network;
utm_source=vk — targeting on the Vkontakte site;
utm_source=facebook — advertising on the social networking site Facebook;
utm_source=Instagram — Instagram ads.
Type of traffic
utm_medium — type of advertising traffic.
Why do you need it: Most often, this tag parameter is filled with common traffic values and transmits the type of this ad to analytics.
Examples: utm_medium=email – mailing;
utm_medium=cpc — contextual advertising per click (cost per click);
utm_medium=organic — free transfer;
utm_medium=social — social media;
utm_medium=banner — media advertising;
utm_medium=cpa — another type of advertising with cost per action (cost per click).
Campaign name
utm_campaign — you can use this mandatory label parameter at your discretion, as long as it transmits the campaign name from the advertising system to analytics in a way you understand.
Why do you need it: Allows you to distinguish the results of advertising campaigns in analytics.
Example: utm_campaign=arsens_whites_with_kittens – advertising of belyash with special stuffing.
Keyword
utm_term — this optional parameter is used to pass the keywords for which your ad was displayed. You can add your own list of minus-words in advertising services, which will help you avoid untargeted impressions by substituting them when setting up your campaign.
Why do you need it: Most often used to analyze the advertising campaign to the level of specific keywords.
Example: utm_term=plastikovye_okna_zakazat — the keyword analogue of «order plastic windows» advertisement.
Your link
Dynamic variables when generating UTM tags
Dynamic Variables is a tool that allows you to use substitutions from advertising systems of additional parameters. Designated parameters are a way to get a larger set of information about an advertising campaign in automatic mode.
They are called that because each dynamic parameter has a function to accept the value passed by the advertising system. For example, if you set up utm_term={keyword} tag, the keyword used by the ad visitor when he clicked on it will be automatically replaced by {keyword} in Yandex.Direct, and you will not have to manually enter all these parameters in the UTM tag. This is the advantage of dynamic insertion.
| Dynamic Insertion Parameters | What the system will substitute for {parameter} |
| {campaign_id} | The identifier of the advertising campaign. Transmits the number |
| {campaign_name} | Theme name of the advertising campaign – text up to 60 characters |
| {campaign_name_lat} | Transliteration of Cyrillic for campaign name – Latin text up to 60 characters |
| {campaign_type} | Transmits the campaign type: type1 – Text and graphic ads; type2 – Mobile App Ads; type3 – Dynamic ads; type4 – Smart Banners; type5 – Search Banner |
| {ad_id} | Gives us an understanding of the number-identifier of the ad |
| {banner_id} | The parameter works like {ad_id} |
| {keyword} | Transmits the text of the keyword phrase for which the ad was shown |
| {addphrases} | Demonstrates whether this display is triggered by additional relevant phrases:yes – display by additional relevant phraseno – displaying by one of the source phrases |
| {addphrasestext} | Displays the text of an additional relevant phrase:the text of the phrase – when shown by an additional relevant phrasenone – the display was not initiated by an additional relevant phrase |
| {source} | Showing place. Passes the domain of the site (for example, wazzap24.ru) – when showing in networks (YAN or external networks); none – when displaying on the Yandex search When displaying on the search engines YAN can be transmitted as a domain, and the value of none. |
| {source_type} | The type of site on which the ad is displayed:search – searchcontext – networks |
| {gbid} | The identifier of the ad group is shown |
| {match_type} | The type of correspondence of the display condition and the search query:rm – autotargeting;syn – semantic matching |
| {matched_keyword} | Text of a matched phrase or semantic match (use with {match_type}) |
| {device_type} | The type of device on which the ad is displayed. Possible values:desktop – desktop;mobile – cell phone;tablet – tablet |
| {position} | The number of the exact position of the ad in the block (use with {position_type})position number in the block (e.g. 1);0 – the ad was shown in networks (YAN or external networks) |
| {position_type} | Block type, if the display occurred on the page with Yandex search results:premium – premium special placement with pay per impression;other – block on the right or block at the bottom;none – the ad was shown in networks (YAN or external networks) |
| {region_name} | The identifier of the region in which the ad was shown. |
| {adtarget_name} | Shows the name of the targeting condition of a dynamic ad |
| {coef_goal_context_id} | Adjusting rates for retargeting conditions and audience selection |
| Dynamic Insertion Parameters | What the system will substitute for {parameter} |
| {campaignid} | Campaign identifier as a number |
| {adgroupid} | Announcement group identifier |
| {creative} | Number-identifier of the announcement |
| {keyword} | The text of the key phrase for which the ad was shown |
| {matchtype} | Type of keyword match:e – exact matchp – phrasalb – broad |
| {feeditemid} | The number of the ad extension that the user clicked on |
| {adposition} | The position of the ad on the site:1t2 – page 1, top (top), position 21s3 – page 1, guaranteed displays, position 3none – CMN |
| {network} | The type of site on which the ad is displayed:g – Google searchs – search partnersd – CMN |
| {device} | The type of device on which the ad was displayed:m – cell phonet – tablet PCc – computer, laptop |
| {devicemodel} | Make and model of device (e.g., Apple+iPhone), if a click was received from a phone or tablet (only in CMN) |
| {target} | The category to which the accommodation in the CMN belongs (e.g., travel or sports) |
| Parameter | What the system will substitute for {parameter} |
| {campaign_id} | Transmits the identifier of the advertising campaign |
| {campaign_name} | Transmits the name of the campaign |
| {ad_id} | Passes the identifier of the ad |
| {keyword} | Transmits the key phrases that led to the transition. There can be several such phrases – a maximum of 3 phrases will be transmitted, with a total length of no more than 200 characters. |
| {search_phrase} | Works like – {keyword} |
| {platform} | Platforms from which ads were clicked |
| Dynamic Insertion Parameters | What the system will substitute for {parameter} |
| {{campaign.id}} | (Identifier) campaign id |
| {{campaign.name}} | Campaign name |
| {{adset.id}} | Announcement group identifier |
| {{adset.name}} | Name of ad group |
| {{ad.id}} | (Identifier) id of the ad |
| {{site_source_name}} | Transition source name:fb – Facebookig – Instagrammsg – Messengeran – Audience Network |
| {{placement}} | Name of the playlist: ribbon, stories, interesting, right column, etc. |
| Dynamic Insertion Parameters | What the system will substitute for {parameter} |
| {{campaign_id}} | (Identifier) id of the advertising campaign |
| {{campaign_name}} | Campaign name |
| {{banner_id}} | (Identifier) id of the ad |
| {{search_phrase}} | Search phrase of the user to whom the display was made |
| {{geo}} | The id of the region in the myTarget geodetail from which the transition was made |
| {{gender}} | The gender of the user who made the transition |
| {{age}} | Age of the user who made the transition |
What's important to keep in mind if you want to generate a link with UTM tags
- The mandatory parameters of UTM tags must be filled in, otherwise the information will not be transmitted to analytics, and UTM tag analysis will not be possible.
- When you create your tags, use only the Latin alphabet, Cyrillic will distort the data.
- You should not capitalize UTM tags, so use lower case.
- Use underscores (_) or hyphens (-) instead of spaces.
- Do not forget the URL parameter sign (?).
- When creating each new parameter, make sure that it contains an ampersand sign (&) at the beginning, and only one.
Here you can find answers to frequent questions about UTM tags
Basically, there are two most popular analytics systems: Google Analytics and Yandex.Metrika.
In Google Analytics, the utm_source (source) and utm_medium (channel) parameters can be seen and analyzed in the “Traffic Sources” → “All Traffic” → “Source/Channel” report. On the page you will see the marked traffic.
Parameters utm_campaign (campaign), keyword utm_term and utm_content (ad content) can be viewed in “Traffic Sources” → “Campaigns” → “All campaigns”. You will also need to add an additional parameter to the report → Advertising → keyword or ad content.
Yandex.Metrika has a separate report on UTM tags “Reports” → “Sources” → “UTM tags”.
Switching from a search engine: organic
Direct transfer from the site: referral
Email: email
Contextual advertising: utm_medium cpc | ppc (pay per click) | paidsearch
Social media: utm_medium social | social-network | social-media | sm | social network social media
Media advertising: display | cpm (cost per mile) | banner
Other advertising: cpv (cost per visitor) | cpa (cost per action) | cpp (cost per point) | content-text
to your site and messaged you on WhatsApp or Telegram from your site page.
Read more in the instructional article
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