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UTM parameters are a set of tags added to the end of off-site, incoming URLs to see where the visitor came from when arriving at your site.

The five UTM tags used in the query string:

  • Source (utm_source) – To show which site the visitor came from
    • Example: &utm_source=twitter
  • Medium (utm_medium) – To show which marketing channel was used (email, social,  cost-per-click, etc)
    • Example: &utm_medium=email
  • Campaign (utm_campaign) – To identify which campaign, if any, the promotion is associated with
    • Example: &utm_campaign=new-product-announcement
  • Term (utm_term) – To identify keywords you’re targeting
    • Example: &utm_term=exotic+sports+cars
  • Content (utm_content) – To identify the exact element on your ad or promotion that was clicked
    • Example: &utm_content=green-button

These tags will be used in Google Analytics to analyze where your traffic came from and how affective your campaign was.

Query String example:

?utm_source=twitter&utm_medium=email&utm_campaign=new-product-announcement

Full URL example:

https://www.1smartchicken.com/my-page.html/?utm_source=twitter&utm_medium=email&utm_campaign=new-product-announcemen

Note

Of the five UTM tags, only those you are tracking need be used. Not all need to be included in the query string.

HTML Notes:

  • In our HTML section the term “tag” and “element” are often used interchangeably to refer to both the tag used to create a page element and the element created by the tag (<p> tag = <p> element = paragraph on the page)
  • HTML5 is not case sensitive; so <P> is the same as <p>, <H1> is the same as <h1>
  • Global attributes can be used with all HTML tags and are therefore not mentioned on every tag page
  • To write clean, readable HTML code, it is best to use indentation whereas elements within elements are indented (tabbed or spaces) to create something that looks like a project outline
  • The browser will automatically remove any extra spaces and lines in your HTML code when the page is displayed
  • Double quotes or single quotes can be used around HTML attribute values, but when the attribute value itself contains one form of quote, it will be necessary to use the other around the attribute
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We’d like to acknowledge that we learned a great deal of our coding from W3Schools and TutorialsPoint, borrowing heavily from their teaching process and excellent code examples. We highly recommend both sites to deepen your experience, and further your coding journey. We’re just hitting the basics here at 1SMARTchicken.