Toby Osbourn
Developer and writer.
UTM Parameters
Tracking Links for Fun and Profit!
What?
Why?
How?
Using the data
What?
Urchin Tracking Module
Not important to know.
Google bought Urchin Software in 2005 and turned it into Analytics.
Some extra tags we can add to URLS
Why?
To Deeply Understand Traffic
What type of link converts more?
What position on the email converts best?
Does Twitter or LinkedIn provide more newsletter signups?
Which single ad this month drove the most signups to my webinar?
How?
Theory
We Add Stuff To our Link
With either a ? or a &
utm_source
The source of the data.
Newsletter
utm_medium
The medium source.
Social
CPC
utm_campaign
The Campaign we are focused on
ibm-webinar
big-data-xmas-offer
utm_content
Additional information about the content
button-bottom
button-top
image-included-in-post
utm_term
Terms associated with our AdWords ad campaign
big+data
boston+events
Example
How?
Practical
Manually
Doing stuff manually is for losers, but so easy to write
Google Tool
Google has a website for generating the links, better than manual but still pretty loser-eqsue
https://support.google.com/analytics/answer/1033867?hl=en
IE Tool
I made a thing
Using the Data
Where to find it
The Graph
Questions?
UTM Parameters
By Toby Osbourn
