UTM tagging is a popular – but nevertheless mysterious – method of tagging URLs to edit or augment visitor data in Google Analytics. Even in the analytics industry, there is very little discussion or understanding around why or how UTM tagged links influence data in Analytics, which is unfortunate because UTM tags have a significant influence on the two most essential variables for every pageview: source and medium. Read the full text on:
UTM tagging is a popular but nevertheless mysterious method of tagging URLs to edit or augment visitor data in Google Analytics. Most Analytics experts know that Google purchased the Urchin log/web analytics system (along with its “Urchin Tracking Module”) in 2005 and turned it into Google Analytics, and that has something to do with why these links work with Analytics today, but there’s generally very little discussion or understanding (even in the Analytics industry) regarding why or how UTM tagged links influence data in Analytics.
Google recently provided a rare and significant upgrade to Google Search Console by replacing the Search Queries report with a new Search Analytics report. The new report has more robust filters and Google claims that the data is “much more accurate” and “calculated differently.” Because this tool is so essential to people who analyze or generate organic traffic and leads, it’s worth investigating these changes in some detail. info