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Utms vs Custom Parameters
Hello!
Could someone explain the differences between using custom params for tracking vs utms? Or supply a good resource where I could gain a better understanding?
Some context: I just moved from agency to in-house and my new company only uses utms for tracking, whereas my previous experience is with custom parameters. When I asked one of my new teammates if they could teach me about utms, (since this is an area of knowledge I am lacking)they replied, “I honestly don’t know much about them either, this is just how is was when I got here”. So, I feel like there is definitely a knowledge gap here for my team, and I would love to gain a better understanding so that one of us can be more of a resource for this.
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1 Reply
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They’re essentially the same.
UTM is Urchin Tracking Module, it’s used by Google Analytics, specifically to define how traffic should be sorted – source/medium/campaign (also term and content)
Custom parameters can be any piece of information an advertiser would like to pass, within the URL, from an ad click.
UTM – predefined and has a set use within analytics
Custom Parameters – defined by the user for whatever bespoke use you have for it
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