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The Importance of Measuring Traffic Sources and Settings for Websites

The Importance of Measuring Traffic Sources and Settings for Websites

Traffic is the lifeblood of any business with an online presence, especially new businesses. Today, most people are so focused on new ways of generating traffic that they no longer have the opportunity to explore their actual sources of traffic. It can lead to a grave mistake.

A close look at traffic sources always provides you with a wide range of ideas. If you don’t know how to calculate website traffic, you need UTM tags.

You require valid data about the incoming traffic to your site and UTM tags help you. In this article, we’ll have a quick look at UTM tags, how to use them, and how they can help us.


Let’s start by discussing what UTM abbreviation means in marketing. UTM is the abbreviated form of the Urchin Tracking Module and can help digital marketers track the effectiveness of campaigns. They will be able to analyze various KPIs in a specific digital marketing campaign using UTMs.


For any online store — both a large site and a small site — analyzing the conversion of traffic sources is crucial. Not always 100% of the traffic fulfilled in full force.

what is utm
UTM tags

There are situations when the whole site is fine, but one section of the advertising campaign gives a high conversion. While the other pulls everything down.

But how do you know which of your marketing efforts can drive customers to the site?

While tools like Alexa can show the traffic sources, UTM tags help you get detailed information about each of them. For example, you will be able to determine which sections of the advertising campaign bring the least amount of profit. It will help quickly responding to changes on the site and redistribute the advertising budget.

UTM tags or Urchin Tracking Module are simple tags that allow you to create custom URL links. They enable you to collect marketing analytics and determine the user’s route. You can track site visits and sessions using five parameters – they form an additional set of characters attached to the end of the URL. They are separated from the main link by the “?” sign, and the parameters are separated by the “&” symbol.

The example contains three parameters of the UTM tag:

·  source is the source. The parameter shows the specific location of the link: Twitter, Facebook, VK, Instagram, and so on (Twitter, newsletter);

· medium – placement, for example, a link in an email or on a social network (example: banner, email);

· campaign – associates a link with a specific promotion, event, product, promotional code, and so on (example: spring_sale);

Use of all the parameters is not necessary – it depends on the goals and the definition of additional information.

Two other parameters are used less frequently. However, they are vital if you are tracking visitors who come to you from paid ads:

  • _term – defines paid keywords related to your ad. For example, if someone is looking for Christmas Decorations, the tag will include these two words.

· content – allows you to specify ads when you click on a specific place or button in a banner or text.


While UTMs are used for tracking traffic, ad tags or placement tags are codes that help display ads. Tags are inserted in a particular website as HTML or JavaScript codes and send requests to ad servers.


Measuring the amount of website traffic is the best way to determine a website’s success. It sheds light on the number of unique visits and new users flowing to our website.

Often marketing strategies include placing a single link directing to one page on a site. Such solutions do not allow you to track traffic.

The best measurement tools that enable controlling the stream are UTMs. They allow us to change all advertising URLs and track how many clicks on each link occur.

In the same way, a post on Twitter and Facebook with a link including UTM tags will help you compare the number of clicked visitors. It will be the most significant indicator and not the number of views of the publication itself, subscribers, or likes.

On an electronic newsletter, which is about discounts in a short period, as well as offering free delivery – UTM tags will help determine what attracts visitors most.

It is also financially profitable. It is beneficial to understand which of the advertisements in a specific writing and design style leads to a specific product. This type of analysis is possible thanks to the UTM marking.


UTM provides you with an advanced tracking system that enables the measurement of any of your marketing campaigns’ performance.

They can easily show how each marketing channel is contributing to your traffic growth. Also, they enable the measurement of various marketing KPIs and targets.


There are many tools for creating tagged links to check website traffic. But we recommend using the Google Campaign URL Builder, a free, convenient, and proven generator.

The Google builder consists of six fields – one for the URL link to the page you want and five for each of the UTM options. The mandatory first four lines are a link to the site, source, link location, and the name of the strategy.

After launching the campaign, you can track traffic using Google Analytics *. Sign in to, select Traffic Source – Campaigns – All Campaigns. Further, move between the table parameters and see where the flow of visitors comes from. To use GA, you need to connect your site to Analytics.

Having received this data, you will be able to analyze the power of your strategies for social networks, marketing ideas, sales, and promotions.


Data exploration

You can only access accurate information about the volume of keywords, traffic sources, and the number of pages viewed by visitors, and countries that provide the highest level of traffic using a reliable analytical platform.

All these aspects of the data are necessary in developing those types of SEO campaigns that bring customers valuable experience in place and resonate with them.

Most importantly, analytics will help you better understand your customer journeys and determine your conversion rate to improve the optimization of your processes.

Thus, it is much easier to identify shortcomings that prevent visitors from taking the necessary actions on your customers’ sites.

Today, solid marketing is composed of preferences expressed by customers and valid data. Platforms such as Google Analytics, provide an opportunity to provide businesses with a wealth of actionable data to help analyze website performance and the way it is used among visitors, to provide information, increase traffic and improve customer service.

The range of metrics available in Google Analytics is one of the best and cost-effective resources available to website owners. Other platforms, such as SEMrush and Finteza, offer great intuitive data layers, robust analysis, and simple visualizations.

Customer understanding

Website traffic provides crucial information regarding actions your visitors take on the site’s pages, as well as the things they are looking for and their conversion reasons.

Knowing what people usually seek will return profits by helping your client’s business improve their products and services online. Using user information, you can create customer profiles for your potential customers and determine target people based on several indicators, such as geographical location, age, personal interests, and estimated salary.

With the right analytic platform, you can easily locate the majority of online visitors. Location demographics provide site owners with a list of countries that attract more visitors. This is a useful feature that shows exactly where and whom you should focus on in your marketing campaigns to fully utilize the most susceptible traffic flows.

Problem identification

Traffic tracking also allows identifying potential errors on your web pages, such as duplicate URLs, invalid URLs, spam, or duplicate tags. These problems can seriously affect the overall performance of the site and the amount of traffic.

Always keep an eye on and check if your traffic speed drops suddenly. The decline in traffic can be mainly due to the slower speed of the site, 404 errors, and problems with the site hosting. If you understand the reasons behind these problems, this will help ensure a longer stay of visitors on your pages and maintain a low bounce rate.

Many analytic platforms may offer to send notifications to the control panel when there is a problem with the availability of your site. You can also receive them when lowering the conversion rate on your site.

Performance monitoring

Similarly, Google Analytics, SEMrush, and Finteza are useful when it comes to traffic to your site, as well as monitoring the performance of your pages. When these 2 metrics are combined, it helps to understand a lot.

Having an idea of ​​what content will keep traffic on the pages of the website, you can learn what information visitors are looking for.

If you realize that a particular traffic source likes content, such as gardening, you can optimize the content schedule to show more copies of articles of this kind.

You should also ensure that your users are satisfied by adding relevant and simple internal links to your posts. So that you further improve the performance of other pages and content on your site.

By learning about your less successful pages, you can also find out where you can improve. If you notice new trends, then quickly take measures to adapt the less effective pages with them. You can also change your content per the anticipated needs of your inbound traffic depending on where they come from. This may be because your content does not have a correct title, or that your text does not meet the expectations of visitors when clicking on a specific backlink.

UTM tags Recognition

UTM tags provide information that can be the basis of entire marketing campaigns. Management teams should pay attention to using these for everything published on the Internet to ensure that publications, likes, and trackbacks bring new traffic to your client site.

UTM tags Recognition
UTM tags Recognition

UTM tags are especially effective in giving website owners an idea of ​ their social campaign performance.

Here you can see which form of social interaction attracts the most visitors. Whether it was higher-quality images that attracted more interest or videos.

Knowing what type of external activity captivates users, it will become much easier for you to optimize your social channels in attracting a constant flow of visitors from each source.


The continuous use of tags can lead to difficulty in understanding and parsing the previously generated URLs.

We have prepared three tips for you to help you with keeping links with tags under control. Then, you can instantly understand what each of these tags is associated with.

· Think carefully about your encoding. Be consistent when naming the metrics that will display your company. Use similar design styles to understand what the tagged link is for. And remember that UTM metrics distinguish between “twitter” and “Twitter” and treat them as different values.

· Document your UTM codes. In whatever simple way you place UTM tags, each time creating a unique URL will take more effort. It is better to document your codes – create a spreadsheet in which you will indicate the abbreviation of holidays, promotions, advertising sites, and so on. It will be convenient for you and your colleagues.

·  Associate analytics with revenue. Visiting a page and clicking on links is an important but not a significant parameter. The importance of understanding is profit. Link UTM business intelligence to financial costs and revenue to determine the cost of publishing.

Traffic analytics provide practical information that will transparently demonstrate whether you are building the tactics for developing the site the right way.

When you have such data as the basis of your decision, it’s much easier to take the next step to bring your marketing plan to the next level.

What is UTM?

In marketing, UTM is abbreviated from the Urchin Tracking Module, and although it sounds complex it is easy to use.
UTM is a set of codes added to the end of links to help data collection on website traffic sources.

What are website traffic sources?

While your website may receive traffic from promotions such as PPC campaigns or banner advertising, the three primary traffic sources include direct, referral, and search. You can examine each of the traffic sources for more detailed statistics regarding your website traffic.

Why is it important to monitor the traffic statistics of your website?

When your website or any other online marketing channel you have is viewed by visitors it is a good sign. It means that there are more chances that your marketing efforts become successful.
If you convert most of the website traffic routing to your pages, you can engage more people than similar web pages.

How do you measure website traffic?

Google Analytics provides the best free tool for measuring your website traffic.
It is also very convenient to use, as you only have to place Google Analytics code on your website. So, when users are referred to your website from various traffic sources, you can measure the performance of each channel.

What are the advantages of analyzing website statistics?

If you have a business website, then analyzing the website views and visitors’ sessions become more prominent.
Using UTMs and analytic tools you learn the source of the traffic and you can adapt your marketing strategies accordingly

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