What are the definitions of these UTM Parameters?

UTM parameters are a simple, straightforward, and reliable way to track traffic online. They can also help you track the value and effectiveness of social marketing campaigns, measure ROI and they provide accurate data about traffic sources and conversions.

ActiveDEMAND tracks three different types of UTM Parameters:

UTM Source: This indicates the social network, search engine, newsletter name, or other specific source driving the traffic. For Newsletter Campaigns that you generate inside the platform you will see ActiveDEMAND as the source, as the platform is the referrer in this case

UTM Medium: This tracks the type of channel driving the traffic: organic social, paid social, email, etc.

UTM Campaign: This is why we name our campaigns, so you can keep track of your efforts. Any action taken within a campaign will return with this specific UTM Parameter so you can measure how successful a campaign was.



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  • Hi, I can see we can now also use 'content' as a UTM parameter on emails within campaigns - are there any other UTM parameters that have been added since this article was written?


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