With UTMs you know whether a customer came from a newsletter, Facebook or a flyer with a QR code. They are the basis for measuring campaign effectiveness.
What it means in practice
UTM parameters are additions to a URL, e.g. ?utm_source=facebook&utm_medium=post&utm_campaign=spring, telling Google Analytics where a visit came from. The key ones are source, medium (type of channel) and campaign.
Why it matters for your business
With UTMs you know whether a customer came from the newsletter, a Facebook post, your Google profile or a flyer with a QR code. Without them many visits land in the “direct” bucket and you can’t judge effectiveness.
Examples and good practice
- Use UTMs in newsletters, social media and QR codes.
- Agree on consistent naming, e.g. always lowercase.
- Don’t use UTMs on internal links.
- Check results in GA4’s acquisition report.
How Novi handles it
Campaign links and QR codes prepared in Novi modules (e.g. print, newsletter) include UTM parameters, so reports show what works.
