What is a UTM tag? How to analyze traffic and what are dynamic UTM tags?

UTM tags are fundamental. It’s impossible to work with traffic, lead generation, or advertising across different channels without using UTM tags. In this article, we’ll explain in detail what they are and how they work, including how to use tags with quizzes or similar tools.

What are UTM tags?

UTM tags are special parameters added to a URL to track traffic sources and their effectiveness. They help marketers understand where website traffic is coming from and which channels work best.

There are special services for creating UTM tags:

• GA Campaign URL Builder
• Bitly
• Linkly

You can also find other alternatives by searching for “URL builder” or “UTM builder” on Google.

Example of a regular URL and one with UTM tags

Regular link (URL address): https://adsquiz.io

Link with UTM tags: https://adsquiz.io?utm_source=email&utm_medium=email&utm_campaign=winter_sale

The purpose of UTM tags is to make it possible to track the channels you need. Let’s consider the following example.

💡 Example task

A client, an English teacher, collects leads through different channels using a quiz page. They run ad campaigns on Facebook, Instagram, TikTok, and also work with bloggers, a Telegram channel, and email newsletters. How can they determine which channel performs best?

To understand this, you need to clearly see where the leads are coming from. This allows you to compare this information with the budget spent and the quality of the leads.

✅ Solution

Use UTM tags to track the effectiveness of different channels. You can use any URL builder to add tags to the links used in your ads. The collected data can be viewed through Google Analytics or other analytics services. Many UTM builders also offer their own analytics, which may be sufficient.

For better tracking, create a Google Sheet displaying UTM tags for each channel.

Add UTM parameters to the link template1.adsquiz.io/ as shown below.

Main UTM parameters

• utm_source — The traffic source (e.g., Facebook, Instagram, bloggers).
• utm_medium — The type of ad (e.g., CPC for paid clicks, Email for newsletters, Organic for organic traffic).
• utm_campaign — The name of the ad campaign (e.g., UA-20-35-sport).
• utm_term — Keywords used for paid search campaigns (e.g., utm_term=shoes).
• utm_content — Identifier for a specific ad or creative (e.g., utm_content=baner1).

How to add these parameters to a link?

At the end of the link, add a question mark and write all the necessary parameters separated by the “&” symbol, like this:

?utm_source=email&utm_medium=email&utm_campaign=winter_sale

Thus, the full link will look like this:
https://template1.adsquiz.io/?utm_source=email&utm_medium=email&utm_campaign=winter_sale

Note that you can specify only the parameters you need. It’s not necessary to include all of them.

However, if you use a link with tags like the one above, you won’t know exactly where the traffic is coming from, as all traffic will be labeled with “email.” You need to compare social networks, bloggers, Telegram channels, etc., while using just one quiz.

Solution: Create several links, and use each one in the corresponding channel.

For example:

• For Telegram: https://template1.adsquiz.io/?utm_source=telegram&utm_medium=cpc&utm_campaign=name_blogger
• For Facebook ads: https://template1.adsquiz.io/?utm_source=facebook&utm_medium=cpc

And so on, adjusting the values as needed.

What are dynamic UTM tags (example: Facebook Ads)

Most ad platforms support the use of dynamic tags, which automatically insert values into the necessary parameters. This functionality automatically fills in the campaign name or placement in the required UTM parameters. It significantly reduces the time needed to set up tags since it happens automatically.

How to use UTM tags in quizzes?

The ADS Quiz service supports UTM tag tracking, meaning you can easily analyze the quality of leads from different channels. The tag is stored in the service’s internal CRM system. For example:

This way, you’ll always see where the lead came from.

The lead with the tags is also transferred via webhook to all available integrations.

If you run Facebook ads with dynamic tags, it will look like this.

Tips for creating effective UTM tags

• Accuracy of the values: Make sure UTM tags accurately reflect the source, type of ad, and campaign name.
• Analyze the data: After collecting the data via Google Analytics or other analytics services, compare the effectiveness of different channels.
• Use Google Sheets to conveniently store and track various UTM tags. This will help you systematize your work with large amounts of data and make analysis more accurate.

Conclusion:

UTM tags are a powerful tool for tracking and analyzing the effectiveness of your advertising campaigns. They help you gather precise data about traffic sources, allowing you to adjust your strategy and improve results.