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Our UTM auto-tagging explained

Track your campaign's effectiveness and measure conversion using our UTM auto-tagging

Getting your programmes listed with us on FindAMasters for our thousands of monthly visitors is a great start for promoting your institution. However, by purchasing one of our packages that includes a Department or Institution Profile, your listings will also benefit from our UTM auto-tagging.

What is UTM?

UTM tags (Urchin Tracking Module) are URL parameters that track online marketing campaign effectiveness. They work with tools like Google Analytics (GA) to show how users reach a website, helping marketers identify traffic sources and measure campaign performance.

Our FindAMasters UTM auto-tagging works in exactly the same way as standard UTM tracking, where a snippet of  code is added to the end of a URL so you can record its source in your Google Analytics. When you purchase a Package that includes our UTM, it is switched on in our system and automatically added to all of your listings and featured advertising on FindAMasters. 

Our UTM auto-tagging only works with recognised analytics tools, such as Google Analytics, Adobe Analytics or HubSpot.

Why do we recommend using our UTM auto-tagging? Well, it can be time-consuming creating dozens of individual UTM tracking links to then manually apply to your listings. Our UTM is automatic, and tags itself to your listings with the flick of a switch on our end.

UTM Parameters

The key components of our UTM tag are as follows:

  • utm_source: Identifies the source of the traffic (e.g., FindAMasters).

    Example: utm_source=findamasters

  • utm_medium: Specifies the marketing medium (e.g., email, CPC, social, banner).

    Example: utm_medium=courselisting

  • utm_campaign: Names the specific campaign or promotion or programme

    Example: utm_campaign= courseid[22208]

  • utm_content: Tracks specific details about a link.

    Example: utm_content= textLink

Can I have custom parameters?

Custom parameters can be applied to your UTM once activated, much like you can with traditional UTM code. Once your UTM auto-tagging has been switched on, simply contact our Client Services team at clients@findauniversity.com and we will be in touch to confirm what parameters you would like to edit.

Please note: custom parameters are not included as standard. Please discuss with your Account Manager if you would like to explore custom parameters.

Our attribution model

Our UTM tagging runs on a first-click attribution model, meaning credit is given to the advert that is first clicked in a user journey. However, there is a hierarchy within this, with more premium adverts receiving the attribution if clicked on within the journey.

If you would like to find out more about this when setting up your UTM auto-tagging, please speak to your Account Manager.

Are any of my existing tracking links affected by having UTM?

Any existing tracking links you have in place are unaffected by our UTM when it switched on. Only links without tracking will receive our UTM. Our team will let you know of any tracking links you have in place when turning on your UTM auto tagging, so you can decide whether to keep them or replace them with our own tagging.

Troubleshooting UTM tracking

You may find you are not seeing traffic in your Google Analytics account, despite searching for the correct parameters/tags. Please consider the following when running into issues:

Check the source
Have you ensured you are filtering by the correct utm_source parameter? It must be the correct one that is identifiable as FindAMasters.

Check your UTM is correct
Ensure your UTM code is free of spacing in the URL field. If there is a space, it 'breaks' the UTM and therefore doesn't track correctly.