What is the Difference Between a Click-through URL, a UTM Code, and a Conversion URL?
A click-through URL (CTURL) is a destination webpage (URL) that the user is directed to when they click on your ad. For example, your ad for baby clothes clicks through to the click thru URL www.Babyclothes.com.
A UTM code is a snippet of code that you can add to the end of a URL to track the performance of campaigns through Google Analytics (GA). There are five variants of URL parameters you can track - source, medium, campaign, term, and content. The dimensions you track via UTM codes show up in your GA reports to give you a clearer insight into marketing performance.
UTM stands for "Urchin Traffic Monitor." This name comes from Urchin Tracker, a web analytics software that served as the base for Google Analytics.
We add default UTM source, medium, and campaign codes to all provided CTURLs (unless the CTURL already has a UTM applied). The UTM source, medium, and campaign codes we apply are:
- Source: 3461
- Medium: display/video/IP/email (depending on the product that’s ordered)
- Campaign: the line item number associated with that particular campaign
The UTM Source parameter allows you to track where the traffic originated from. The parameter added to your URL is utm_source. The sources you are able to track are Facebook, Google, Bing, or the name of an email list.
Our UTM source code looks something like this (in bold below):
The UTM medium parameter tracks what type of traffic the visitor originated from – display, email, social, referral, video, etc. The parameter is utm_medium.
Our UTM medium code looks something like this (in bold below):
The UTM Campaign code parameter allows you to track the performance of a specific campaign. For example, you can use the campaign parameter to differentiate traffic between a Facebook ad campaign or an email campaign. The parameter is utm_campaign.
Our UTM campaign code looks something like this (in bold below):
Conversion URLs are various webpage URLs from a client’s website that the client wants to track pageviews on. For example, we could use the conversions URL "https://www.test.com/contact" to track how many users viewed the "contact" page after viewing and/or clicking on an ad running for your campaign.
We can track up to 5 conversion URLs per display campaign.
Example conversion URLs:
Conversion tracking can only be done if a pixel is placed and firing on all pages of the client’s site. We are able to track the click through URL as a conversion URL.
The difference between a conversion URL and a clickthrough URL is that conversion URLs track general site activity (pageviews on various webpages of the client’s site as listed above) and a clickthrough URL is the landing page URL of the client’s site where the ads click through and immediately direct users to.