![]() So it’s a way to identify inbound traffic to a website so that you can say, okay, this was a click from Facebook, or this was a click from Google, or this was a click from a display campaign that my agency is running for me. And it’s just a way of saying, I know where this session or this click came from in the data. ![]() And Urchin created these query string parameters, they created UTMs and it stands for Urchin Tracking Module. Dan: Well not many people actually know, I suppose it’s not even relevant to know anymore, but before Google Analytics was Google Analytics before Google bought it, it was actually a tool called Urchin. Dara: Well, you’re giving me a really easy lead in question. And I think we use UTM in sentences and in context, I think almost anyone in this space has heard of UTMs, but I thought it would be really good for us to dig into it a little bit more and just explain why people like us tell other people to keep doing this thing and why. This is something that anyone in this space probably fights with on a weekly, if not daily basis with marketers, with their clients, with themselves, with their own companies even, just to do UTM tracking or tagging. Dan: The topic this week is all around UTMs, and ‘What is a UTM and why is it so important?’. ![]() What are we going to talk about this week Dan, what’s our topic? ![]() So I’ve just been going back over that and getting my head back into some reading material. And it was really inspirational, I bought a ton of books as well. But I’ve been going back over some of the material just to keep it fresh in my head. So it was really really good actually, really good course. And it was in leading teams in the digital age. Dara: Well I recently finished a remote course run by Hyper Island, a Swedish training company. There’s tools out there that do this, I’m just dipping my toe in the water really? How about you, Dara, what have you been up to? So how the hell do you understand if you’re running a bunch of ads and people are clicking through but not installing the app, and then 10 clicks later install the app? it’s just a big unknown for people trying to optimise the ad spend. The app world introduces a step before you even get to the app or install the app, and that is the app stores. It sounds probably quite obvious for people in the industry, but for someone like me, all of the skills and all of the knowledge around attribution I’ve got comes from web analytics where you advertise online and someone clicks a link and comes to your website and then they might purchase or do some kind of important action on their website. Dan: This last week, I’ve been exploring a new world for a traditional web analyst like myself, and that is digging into the world of app attribution. How are you? What have you been up to in this past week? I’m Dara MD at Measurelab, joined as always by Measurelab’s longest serving Analytics Consultant Dan. ![]() Dara: Hello, and thanks for joining us in The Measure Pod, a podcast for analytics enthusiasts where we try and make sense of some hot analytics topics and try and have a little bit of fun along the way too. Leave a rating and review in the places one leaves ratings and reviews, or suggest a new topic by emailing Dan and Dara at Transcript In other news, Dan goes out to the cinema and Dara stays in playing poker! The post Dan mentions around UTM meaning ‘yo U Tell Me’ is from Christopher S Penn. Google Analytics documentation on the Campaign Timeout can be found at. They talk about what they are and why they’re important in having good, reliable and clean data. This week Dan and Dara discuss Google Analytics’ infamous UTMs. Subscribe: Amazon | Apple Podcasts | CastBox | Castro | Deezer | Google Podcasts | Overcast | Player.fm | PocketCasts | Podbean | Podcast Republic | Podchaser | RSS | Radio Public | Spotify | Stitcher | TuneIn | YouTube Download file | Play in new window | Duration: 15:54 | Download transcript ![]()
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