You can also track other parameters, like bounce rate, pages viewed per session, and length of time spent on your website (or landing page).
Let's delve into the three popular parameters.
Source
The source of the link is determined using this code:
utm_source=organic
In this code snippet, the source is organic traffic. You can list anything you want for the source to help you identify where it's coming from. Source gives you the basic source like Facebook, email, or organic. If you want even more definition like a Facebook group, you will need to create a specific value for the source.
Medium
The medium of your link is the channel or the type of traffic you are getting like blog, organic, or email marketing traffic.
Using the same example, you can see that website is the medium.
utm_medium=website
Campaign
The third popular UTM parameter to track is the campaign your link is embedded in. This way you can track all your traffic from a specific campaign to determine the campaign's effectiveness and also test campaign copy in A/B testing.
In the bitly example, the campaign code is null. But if you look in the first example shown here, the campaign is "sale," bolded below.
https://www.yourwebsite.com/?utm_source=facebook&utm_medium=social&utm_campaign=sale
Other UTM parameters
Any other of the UTM parameters can also be added to study specific data. For example, let's say you want to know how effective your organic traffic keywords were for driving traffic. You can add the UTM code to your link like this:
https://www.yourwebsite.com/?utm_source=facebook&utm_medium=social&utm_campaign=sale&utm_keyword=steampunk
In this example, the keyword "steampunk" is identified for tracking. Using this method, you can add any other parameters to study. However, there is a catch. The catch is that adding so many UTM codes on the end of a URL can slow down the speed of the link. To avoid slow loading times, you can limit the UTM parameters and look for other reasons your website is loading slowly.
