Conversion Tracking
UTM Parameters
Learning Outcome
6
Apply UTM in ads, email, and social media
5
Analyze traffic sources and conversions
4
Track campaign performance in GA4
3
Learn how to create UTM links
2
Identify key UTM parameters
1
Understand what UTM parameters are
Ramesh’s Referral Code Strategy
Ramesh, a medical store owner, was spending on doctor referrals, discounts, and gifts
But had no clarity on what was actually driving sales
Ramesh’s Referral Code Strategy
His daughter suggested giving each doctor and offer a unique referral code
Within a few months, he clearly saw:
Which doctor sent the most patients ?
Which patients spends more?
Which campaigns were useless ?
Ramesh’s Referral Code Strategy
He stopped low-performing spends and focused on what worked — increasing revenue
Text
Text
Just like these referral codes, digital marketing uses UTM parameters to track performance.
From Referral Codes to UTM Tracking
Just like Ramesh couldn’t identify which doctor or offer was driving sales until he used referral codes,
Divya faced a similar problem in digital campaign
All campaigns appeared as “google / cpc” in GA4, making it hard to identify which drove conversions.
From Referral Codes to UTM Tracking
This is where UTM parameters come in
Just like referral codes differentiate sources offline, UTM parameters differentiate campaigns, ads, and channels online
By adding UTMs to each campaign link,
Divya could clearly track which campaign was generating results and make data-driven decisions
What are UTM Parameters?
UTM parameters are small tags added to a URL to track where your website visitors are coming from
Example :
Normal Link (No Tracking )
Link with UTM (Tracking Enabled)
www.example.com?utm_source=facebook&utm_medium=social&utm_campaign=sale
This helps you know who sent the user to your website
Breaking Down The UTM
www.example.com? utm_source=facebook &utm_medium=social &utm_campaign=sale
utm_medium
Type of channel
(eg. Social, email)
utm_campaign
Name of the campaign
utm_source
Where the traffic came from
How it Works
Analyze
Data Record
Website Visit
Click
Facebook Ad
Why are UTM parameters specifically important for Google Ads?
UTM parameters help you understand which ad, campaign, or keyword is actually giving results
With UTM
Without UTM
All traffic may look the same
Shows top converting campaign
Campaign B
Ad
Campaign C
Ad
Hard to know what's working
Campaign A
Campaign B
Campaign C
50
10
5
Total Leads
65
Campaign A
Ad
Campaign B
Ad
Campaign C
Ad
Campaign A
Ad
The 5 UTM Parameters
utm_source
(Where traffic comes from)
Tells the platform sending traffic
Example :
Google ,
Facebook ,
Newsletter
utm_medium
(Type of traffic)
Tells the channel type
Example :
cpc (ads) ,
social,
utm_campaign
Tells the specific campaign
Example :
diwali_sale ,
course_launch ,
The 5 UTM Parameters
utm_term
Tracks which keyword triggered the ad
Example :
digital+marketing+course
utm_content
Differentiates between ads/creatives
Example :
video_ad ,
banner ,
text_ad
Summary
5
GA4 automatically captures UTM data
4
Essential for measuring marketing effectiveness
3
Do not impact SEO or website performance
2
They help identify traffic source, medium, and campaign
1
UTM parameters are tags added to URLs for tracking
Quiz
Which UTM parameter is used to track keywords in paid campaigns?
A. utm_term
B. utm_source
C. utm_medium
D. utm_campaign
Quiz
Which UTM parameter is used to track keywords in paid campaigns?
A. utm_term
B. utm_source
C. utm_medium
D. utm_campaign
