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Original
2026-01-01
Modified
2026-03-10
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<p>An<strong><a>Urchin Tracking Module (UTM)</a>parameter</strong>is a short code you add to the end of URLs to track how your audience discovers and engages with your content.</p>
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<p>An<strong><a>Urchin Tracking Module (UTM)</a>parameter</strong>is a short code you add to the end of URLs to track how your audience discovers and engages with your content.</p>
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<p>You can use one or more of the following UTM parameters to your<a>digital marketing</a>strategy:</p>
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<p>You can use one or more of the following UTM parameters to your<a>digital marketing</a>strategy:</p>
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<ol><li><strong>utm_source:</strong>This tracks the specific source that directs someone to your website, such as Google or TikTok.</li>
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<ol><li><strong>utm_source:</strong>This tracks the specific source that directs someone to your website, such as Google or TikTok.</li>
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<li><strong>utm_medium:</strong>This shows the overarching medium that brought someone to your website, like an email or social media post.</li>
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<li><strong>utm_medium:</strong>This shows the overarching medium that brought someone to your website, like an email or social media post.</li>
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<li><strong>utm_campaign:</strong>This shows the specific marketing initiative that drove traffic, like a Black Friday promotional message<em>.</em></li>
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<li><strong>utm_campaign:</strong>This shows the specific marketing initiative that drove traffic, like a Black Friday promotional message<em>.</em></li>
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<li><strong>utm_term:</strong>This monitors the<a>keywords</a>that drive people to click on your ads and visit your website.</li>
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<li><strong>utm_term:</strong>This monitors the<a>keywords</a>that drive people to click on your ads and visit your website.</li>
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<li><strong>utm_content:</strong>This tracks how your audience engages with different asset types of the same marketing initiatives during<a>A/B testing</a>.</li>
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<li><strong>utm_content:</strong>This tracks how your audience engages with different asset types of the same marketing initiatives during<a>A/B testing</a>.</li>
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</ol><h2>How to effectively use UTM parameters</h2>
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</ol><h2>How to effectively use UTM parameters</h2>
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<p>To effectively use UTM parameters, follow these steps:</p>
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<p>To effectively use UTM parameters, follow these steps:</p>
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<ol><li><strong>Select a UTM tracking platform:</strong>Choose a<a>marketing automation</a>platform like Klaviyo that helps you track UTM parameters, integrates with all your marketing tools, and makes reporting easy to understand. Choose a platform that allows you to create custom UTM parameters.</li>
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<ol><li><strong>Select a UTM tracking platform:</strong>Choose a<a>marketing automation</a>platform like Klaviyo that helps you track UTM parameters, integrates with all your marketing tools, and makes reporting easy to understand. Choose a platform that allows you to create custom UTM parameters.</li>
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<li><strong>Decide on specific UTM parameters:</strong>Focus on the UTM parameters that align with your marketing initiatives, whether they are default parameters or custom ones.</li>
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<li><strong>Decide on specific UTM parameters:</strong>Focus on the UTM parameters that align with your marketing initiatives, whether they are default parameters or custom ones.</li>
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<li><strong>Add your UTM parameters:</strong>With consistent naming conventions to streamline reporting, add your UTM parameters to track metrics like unique clicks and<a>return on investment (ROI)</a>across your marketing campaigns.</li>
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<li><strong>Add your UTM parameters:</strong>With consistent naming conventions to streamline reporting, add your UTM parameters to track metrics like unique clicks and<a>return on investment (ROI)</a>across your marketing campaigns.</li>
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<li><strong>Test your link:</strong>After adding UTM parameters, test the links to see if they redirect correctly so you can accurately track audience engagement.</li>
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<li><strong>Test your link:</strong>After adding UTM parameters, test the links to see if they redirect correctly so you can accurately track audience engagement.</li>
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</ol><p>With Klaviyo, you can monitor your<a>campaigns</a>and<a>flows</a>with embedded UTM parameters. Klaviyo’s<a>customisable dashboards</a>give you a comprehensive view of your UTM parameter performance, so you know exactly what’s working and what’s not.</p>
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</ol><p>With Klaviyo, you can monitor your<a>campaigns</a>and<a>flows</a>with embedded UTM parameters. Klaviyo’s<a>customisable dashboards</a>give you a comprehensive view of your UTM parameter performance, so you know exactly what’s working and what’s not.</p>
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<p>Ready to better understand your marketing performance?<a>Sign up for Klaviyo</a>and start tracking your success and improving your approach.</p>
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<p>Ready to better understand your marketing performance?<a>Sign up for Klaviyo</a>and start tracking your success and improving your approach.</p>
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