How to use UTM Parameters in Google Analytics

Google Analytics is an amazing bit of kit.

It allows you to see lots of things, at-a-glance, including:

  • Where your traffic is coming from
  • Which pages your visitors looked at
  • How long they spent on each page
  • What pages they left on (exit pages – this can identify pages that are poor on content, or maybe don't render well on mobiles)

Most of this data is collected using UTM Tags. Think of these as little labels attached to the URL that tell the Google Analytics tracking code how to track that visitor.

If you're interested in learning more then the amazing Annie Cushing at Annielytics created this short video: