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Naming Convention - Google Analytics UTM Tags

The naming convention for UTM tags is available within the template under the sheet called UTM_Tags. If this is the first time using our template or you need access, please read the following article first: Getting started with our naming convention


In the UTM_Tags sheet you will find tables for each source that could redirect a URL to our own websites (e.g. alpro.com, provamel.com, ...). Within each table there will be several row, each one allowing to build a validated URL enriched with the UTM tag. Those enriched URLs should then be used for any ads, newsletters or other media redirecting to our own websites.


1. What are UTM tags and why do we need them?

UTM tags are a standardized method to include information in an URL about its origin that can be understood by Google Analytics. The information shared tells Google Analytics from where and how a visitor landed on your website.


This information is essential to evaluate the impact of your media mix on the website or even run attribution modelling, a statistical technique to optimize website conversions and part of your media mix redirecting to the website.


2. How to create URLs with UTM tags using the naming convention?

2.1. Google Ads & Google Marketing Platform

On both Google Ads and Google Marketing Platform the creation of UTM tags can be automated by enabling the auto-tagging feature. This is a required setting when setting up these accounts.


In case you want to double check or need to set this up, please read the official documentation from Google.


2.2. Meta Business Manager

For Meta Business Manager (Facebook, Instagram, ...) we use the URL Dynamic Parameters feature which will save the media buyer quite some time. The buyer won't need to actually build the name but only copy-paste some code in the URL Parameters field for each ad containing an URL. Meta Business Manager will then automatically build the UTM tags based this code which does the following:


URL ParameterCodeDescriptionExample
Source{{site_source_name}}The Meta platform the ad was published upon.Facebook, Messenger, Instagram, ...
MediumsocialFixed value set to social. The industry-standard for social platforms.social
Campaign{{campaign.name}}_
{{adset.name}}_
{{placement}}
A collated value seperated by underscores, consisting of the original campaign name, ad set name and placement in Meta Business Manager.
BE_A_VideoViews_Auction_AlwaysOn_
Moments_Mar2022_ThisisNotM*lk-POY_Stories
_BE_IG_Alex_nl_Millennials_18-39_Stories_stories
Content{{ad.name}}Original name of the ad in Meta Business ManagerA_NotMilk_Moments_
BE_FBIG_Video_9x16__
20s_Drinks_NA_Oat_NA_
TetraUHT_1l_HR_
NotMLKProductoftheyear-FR



Practically, the following steps should be done for each ad containing a URL.


  1. Edit the respective ad in Meta Business Manager
  2. Enter the below code in the URL Parameters field
    utm_source={{site_source_name}}&utm_medium=social&utm_campaign={{campaign.name}}_{{adset.name}}_{{placement}}&utm_content={{ad.name}}
  3. Save the ad


2.3. Other social platforms

For social platforms other than those part of Meta (e.g. Pinterest, Twitter, ...) a URL enriched with an UTM tag needs to be created one by one using the naming convention template. In the UTM_Tags sheet, go to the table titled Social Paid (Other). Each row in the table represents one URL. For each fill in the cells with a yellow background (highlighted in green in the screenshot below). Once done, the URL enriched with a UTM tag can be copied from the respective cell in column A (highlighted in red in the screenshot below).


2.4. Display advertising (e.g. Teads Ad Manager)

For programmatic advertising platforms (e.g. Teads Ad Manager) a URL enriched with an UTM tag needs to be created one by one using the naming convention template. The only exception are platforms from the Google Marketing Platform where auto-tagging is enabled. These require no action as can be read above in section 2.1.


In the UTM_Tags sheet, go to the table titled Display Advertising. Each row in the table represents one URL. For each fill in the cells with a yellow background (highlighted in green in the screenshot below). Once done, the URL enriched with a UTM tag can be copied from the respective cell in column A (highlighted in red in the screenshot below).



2.5. Email Marketing

For email marketing platforms a URL enriched with an UTM tag needs to be created one by one using the naming convention template. In the UTM_Tags sheet, go to the table titled Email Marketing. Each row in the table represents one URL. For each fill in the cells with a yellow background (highlighted in green in the screenshot below). Once done, the URL enriched with a UTM tag can be copied from the respective cell in column A (highlighted in red in the screenshot below).


The link description value is used to distinguish between all links enclosed in a (promotional) email. A best practice within email marketing to optimize link ROI in email marketing.

 

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