UTM stands for Urchin Tracking Module (or Urchin Tracking Monitor as it is sometimes known) and allows you to collect analytics and performance for a specific link leading to a website page. Bits of code with several parameters can be appended to the URL to help you measure the success of a campaign or where visitors are coming from, for example.
UTM codes may also be called UTM tracking tags or UTM parameters. Possible UTM parameters are source, medium, content, term, and campaign. They are added to the end of a link with a question mark indicating the beginning of the UTM code.
For example:
mywebsite.com?utm_campaign=guest_post&utm_medium=paid&utm_source=guest_post_site&utm_content=body
Services such as Google Analytics and HubSpot have options to generate such links or you might receive one from a guest writer or advertiser of sponsored content.
To enter such a link in Metro Publisher simply highlight the text for the link in the content editor of the piece, select the "link" option from the icons on the editor, and add the UTM URL in the popup for that link.
If you'd like to add a link with UTM code to an image, please follow the instructions here: Hyperlinking Images.
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