UTMs are used to track the effectiveness of online marketing campaigns. They are tags added to the end of a URL that provide detailed data on how visitors interact with your site. By using UTMs, you can see which sources, mediums, and campaigns are driving traffic to your site, allowing you to analyze and optimize your marketing efforts more effectively. On the AdEx platform, you have two options for tagging your URLs: you can either add your own custom UTMs or use our auto-UTM feature.
Adding custom UTM
When you choose to add your own UTMs on the AdEx platform, you have the flexibility to define specific tracking parameters that align with your campaign needs. This involves manually creating UTM tags for your URLs, which can include various elements such as:
- utm_source: Identifies the source of your traffic (e.g., AdEx).
- utm_medium: Specifies the marketing medium used (e.g., CPM).
- utm_campaign: Names the campaign or promotion (e.g., product_launch).
- utm_content: Differentiates between similar content or links within the same campaign (e.g., 300x250).
You can also use a UTM builder to make this process even easier.
Auto-UTM feature
On the AdEx platform, using the auto-UTM option streamlines the process of tracking your campaign performance. When you select this feature, UTMs are automatically generated based on your campaign settings and performance data. The auto-generated UTM format is:
?utm_source=AdEx&utm_medium=PUBLISHER WEBSITE&utm_campaign=NAME OF CAMPAIGN&utm_term=APP OR WEB&utm_content=BANNER SIZE
.
In this format, the utm_source
is always set to "AdEx," while the other parameters—utm_medium
, utm_campaign
, utm_term
, and utm_content
—are dynamically populated based on your campaign details. The advantage of the automatic tagging is that the publisher website is included in the UTM parameters, allowing you to track performance metrics more precisely and see how different publisher sites are contributing to your campaign’s success.