Utm parameters google analytics3/30/2023 Some paid attribution tools allow you to capture “the pancake stack” of sources in a user’s path. Therefore, if there are existing UTM parameters in the cookie, and the user comes in via direct, the Google Analytics cookie shows the UTM parameters rather than “direct”.Ī specific user’s Google Analytics cookie parameters are erased when the cookie expires, or when a user clears their cookies in the browser.*) First click attribution If instead the user visited the website from an email link with UTM, then the Google Analytics cookie would say that the source is “email”. The path of the user before that final conversion event is ignored. In this example, the Google Analytics cookie says the user’s source is organic, since this represents the last source before the conversion. The Google Analytics cookie only overwrites the previous UTM parameters if the user clicks on a new URL that contains a new set of UTM parameters.įor example, consider a user who first visits a website via Google AnalyticsGoogle AnalyticsGoogle Analytics paid search, then returns via organic search, and finally comes back to the website directly or via an email link without UTM parameters before the conversion event. In this case, the Google Analytics cookie represents the UTM parameters for the most recent source before the conversion event, and this is recorded in the database. Last click attribution is the most common attribution model employed by Google Analytics. Assuming the website is configured to capture UTM parameters into an external database, when a micro or macro conversion happens, whatever is in the Google Analytics cookie at the time of conversion gets replicated to the database. ![]() Google Analytics has rules for how it deals with a user who hits multiple URLs with UTMs during their lifetime (more on that later). If a website does not have Google Analytics, there is no point in having UTMs. When the UTM parameters are specified on the URL, these get parsed out and placed into a Google Analytics cookie. How does Google Analytics attribute referral sources via UTM parameters? ![]() This source tracking information is often provided to the site via UTM parameters, but there are more sophisticated systems out there too. For example, they may come to the site via organic, then leave, then come via paid search, then leave, then come directly to the site itself. The reality is that users often come from many sources before they hit/commit a micro or macro conversion. Ideally, each time a conversion event occurs, a referral source is recorded. ![]() Those activities are typically macro-conversions or micro-conversions, macro being things like purchases, micro being things like registration, email sign-up, blog comment, and so on. What is attribution?Īttribution is about specifying a referral source of a particular activity. In other words, what piece of information is recorded when. This article explores the Google Analytics source attribution process. It is critical to track user acquisition source to identify the best performing advertising campaigns.
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