UTM parameters
UTM parameters are labels added to the end of a link (utm_source, utm_campaign and others) that show where a visitor came from.
Updated:
What does UTM parameters mean?
A newsletter link might be ...?utm_source=newsletter&utm_campaign=october. Analytics tools and the CRM use it to tie the visit to the campaign.
Without consistent naming UTM data soon becomes useless: decide in advance what goes in source and campaign.
The five usual parameters are utm_source (source), utm_medium (channel), utm_campaign (campaign), utm_term (keyword) and utm_content (variant). For a small business the first three are often enough.
Why does it matter to a small business?
If you advertise in several places, such as a newsletter, Facebook and a local portal, without UTM you cannot tell which brought the enquiries. It is easy to keep spending on what does not work. A tagged link shows where the customer came from, and when the CRM stores it, you can later see which source produced real buyers.
What does it look like in practice?
Details
Suppose a hair salon in Nyíregyháza promotes the same offer in its newsletter and on Instagram, with two different UTM tags. Anyone who signs up through the form has the source on their contact as the first touch. After a month it is clear the newsletter brought more clients, so the next offer starts there too.
How does HelloCRM handle it?
Details
HelloCRM forms store the UTM parameters and referral code a visitor arrived with as the contact's first touch.
Module: Forms (paid module, price coming soon).
A CRM for small businesses in Hungary
HelloCRM is an online CRM made in Hungary for small and mid-sized businesses there, in Hungarian and English: the core CRM is free for good, with no time limit and no card, and it can be tried without signing up in a demo company full of example data.
Questions
What is UTM parameters, in one sentence?
UTM parameters are labels added to the end of a link (utm_source, utm_campaign and others) that show where a visitor came from.