Custom campaign tracking (or utm tracking), is Google Analytics' URL tagging system that allows collected data to be properly labeled for custom reporting needs. It has been a foundational element of Google Analytics since the purchase of Urchin Software Corporation and is the only way for marketers to reliably tag their custom marketing campaigns. The process of tagging a custom marketing campaign is a fairly simple task, requiring a marketer to append a short query string parameter at the end of a URL path, but is a process that many marketers botch without knowing that an issue is ever present.
Connor Phillips is a Senior Marketing Analyst located in New York City. He enjoys digging into data and making data-driven marketing decisions. In his spare time he bartends, works on coding and loves to run.