Use this worksheet to define UTM parameters for standardized conversion-tracking of “owned” campaigns (paid, email, social, etc).
- Update green boxes under
utm_sourcewith the list of valid mediums and sources your UTMs will use
- Add campaigns you’re running to the green boxes in the
- Add UTM parameters to a new row in the
- copy the
final linkfor use in emails, social posts, etc)
UTM parameters are a necessity in attributing traffic that would otherwise be reported as “direct” in your Google Analytics instance, but there’s no need to track UTM parameters for links that will be correctly picked up by GA. Skip the parameters for:
- links within the same domain
- organic search
- “organic” external referrals
If you just need a single campaign and no tracking of the UTMs you’ve shared over time, consider Google’s Campaign URL Builder instead!
And don’t stop here! The entire Guide to Growth is free to read and share. It’s important stuff, and I hope you’ll check it out.