Digital marketing comes with the perks of tracking performance, ROI analytics and attributing success which is a true added benefit when compared with traditional advertising.
With display advertising, just as well as with companion banners in audio advertising, traffic is usually acquired through link clicks, meaning that the source of that traffic can be easily monitored with a proper tracking schematic in place.
UTM parameters, as defined by Wikipedia, are a set of URL parameters used to measure the performance and effectiveness of online marketing campaigns. These parameters are generally accepted out-of-the-box by tracking tools such as Google Analytics.
There is a list of five available UTM parameters that should be more than sufficient for attributing campaign traffic:
UTM parameters are following the GET URL structure, where a string containing a set of key-value pairs are appended to a base URL, for example:
UTM tracking links can be edited by hand as outlined above.
For simplicity, advertisers can use this free tracking URL builder offered by AudioGO.