{"id":3845,"date":"2020-03-16T11:46:24","date_gmt":"2020-03-16T09:46:24","guid":{"rendered":"https:\/\/www.supermonitoring.pl\/blogpl\/?p=3845"},"modified":"2025-11-06T16:53:32","modified_gmt":"2025-11-06T14:53:32","slug":"utm-editor-tagowanie-linkow-kampanii","status":"publish","type":"post","link":"https:\/\/www.supermonitoring.pl\/blogpl\/utm-editor-tagowanie-linkow-kampanii\/","title":{"rendered":"UTM Editor – sprawne tagowanie link\u00f3w kampanii"},"content":{"rendered":"

Ocen\u0119 efektywno\u015bci kampanii reklamowej mo\u017cesz robi\u0107 ca\u0142o\u015bciowo. Ale \u017ceby j\u0105 na bie\u017c\u0105co optymalizowa\u0107 i wycisn\u0105\u0107 jak najwi\u0119cej z przeznaczonego na ni\u0105 bud\u017cetu, potrzebujesz szczeg\u00f3\u0142owych danych na temat skuteczno\u015bci poszczeg\u00f3lnych kana\u0142\u00f3w, kreacji, lokalizacji.
\nDo tego s\u0142u\u017c\u0105 w\u0142a\u015bnie tagi UTM – parametry dodawane do adresu URL strony docelowej, nie wp\u0142ywaj\u0105ce na jej wy\u015bwietlanie si\u0119, za to pozwalaj\u0105ce pakietowi analitycznemu (np. Google Analytics) rejestrowa\u0107 dodatkowe informacje dotycz\u0105ce \u017ar\u00f3de\u0142 ruchu.<\/p>\n

https:\/\/www.mojastrona.pl\/?utm_campaign=blackfriday2020&utm_source=onet&utm_medium=billboard3<\/code><\/p>\n

Rodzaje tag\u00f3w UTM<\/h2>\n

Istnieje pi\u0119\u0107 podstawowych tag\u00f3w UTM, z czego u\u017cycie trzech pierwszych jest obowi\u0105zkowe. Innymi s\u0142owy – otagowany URL powinien zawiera\u0107 co najmniej trzy pierwsze tagi – u\u017cycie dw\u00f3ch pozosta\u0142ych (i ewentualnych innych) jest dobrowolne.<\/p>\n

utm_campaign<\/h3>\n

Pierwszy z obowi\u0105zkowych tag\u00f3w, u\u017cywany do oznaczenia ca\u0142ej kampanii. Za jego pomoc\u0105 mo\u017cesz grupowa\u0107 linki z r\u00f3\u017cnych serwis\u00f3w i analizowa\u0107 \u0142\u0105cznie wszystkie dzia\u0142ania sk\u0142adaj\u0105ce si\u0119 na kampani\u0119.<\/p>\n

utm_campaign=wyprzedaz-wiosna2020<\/code>
\nutm_campaign=darmowe-probki<\/code>
\nutm_campaign=rebranding2020<\/code><\/p>\n

utm_source<\/h3>\n

Drugi obowi\u0105zkowy tag zawiera informacje o \u017ar\u00f3dle ruchu – czyli okre\u015blenie kana\u0142u, z kt\u00f3rego ruch jest pozyskiwany. Mo\u017ce to by\u0107 nazwa portalu, serwisu spo\u0142eczno\u015bciowego, sieci reklamowej itd.<\/p>\n

utm_source=facebook<\/code>
\nutm_source=blog<\/code>
\nutm_source=newsletter<\/code><\/p>\n

utm_medium<\/h3>\n

Ostatni z tag\u00f3w obowi\u0105zkowych s\u0142u\u017cy do przekazania informacji o no\u015bniku reklamowym. Tutaj mo\u017cesz oznaczy\u0107 konkretny baner, \u017ceby p\u00f3\u017aniej w statystykach obserwowa\u0107 jego skuteczno\u015b\u0107 na tle pozosta\u0142ych kreacji.<\/p>\n

utm_medium=rectangle7<\/code>
\nutm_medium=textlink<\/code>
\nutm_medium=button<\/code><\/p>\n

utm_content<\/h3>\n

Opcjonalny tag, kt\u00f3ry mo\u017ce zosta\u0107 u\u017cyty do wskazania konkretnej tre\u015bci, kt\u00f3ra przyci\u0105gn\u0119\u0142a danego u\u017cytkownika na docelow\u0105 stron\u0119. Mo\u017ce to by\u0107 tre\u015b\u0107 banera, przycisku albo artyku\u0142u, w kt\u00f3rym reklama zosta\u0142a umieszczona. Przyk\u0142ad: w wielu postach na blogu masz ten sam baner lub przycisk – a chcesz wiedzie\u0107, kt\u00f3ry z artyku\u0142\u00f3w przynosi Ci najwi\u0119cej wizyt.<\/p>\n

utm_content=wszystko+za+pol+ceny<\/code>
\nutm_content=jak+dobrac+biustonosz<\/code>
\nutm_content=10+sposobow+na+wypoczynek<\/code><\/p>\n

utm_term<\/h3>\n

Kolejny tag nieobowi\u0105zkowy, maj\u0105cy zastosowanie w dzia\u0142aniach CPC do identyfikowania konkretnych fraz kluczowych.<\/p>\n

utm_term=czasopisma+biznesowe<\/code>
\nutm_term=buty+do+biegania<\/code>
\nutm_term=hosting<\/code><\/p>\n

Budowanie URLi z tagami UTM<\/h2>\n

Najpopularniejszym narz\u0119dziem s\u0142u\u017c\u0105cym do przygotowywania otagowanych adres\u00f3w URL jest… Excel (albo dowolny inny arkusz kalkulacyjny). Docelowy URL landing page w pierwszej kolumnie, poszczeg\u00f3lne tagi UTM w kolejnych a w ostatniej formu\u0142a \u0142\u0105cz\u0105ca wszystko w ca\u0142o\u015b\u0107, np. =Z\u0141\u0104CZ.TEKSTY(A1;\"?\";B1;\"&\";C1;\"&\";D1)<\/code>.<\/p>\n

Na szcz\u0119\u015bcie, istniej\u0105 wygodniejsze rozwi\u0105zania – na przyk\u0142ad nasz darmowy UTM Editor<\/a>.<\/p>\n

\"UTM<\/a><\/p>\n

Funkcje UTM Editora<\/h2>\n

UTM Editor to prosty formularz, kt\u00f3ry “dokleja” wprowadzone parametry UTM do podanego adresu URL strony docelowej. Dzia\u0142a bardzo szybko i zapami\u0119tuje wprowadzone dane, wy\u015bwietlaj\u0105c je przy naszej kolejnej wizycie. <\/p>\n

UTM Editor jest w stanie u\u0142atwi\u0107 Twoj\u0105 prac\u0119 z tagami UTM dzi\u0119ki dw\u00f3m wygodnym funkcjom:<\/p>\n

Podpowiedzi<\/h3>\n

Pod polami formularza odpowiadaj\u0105cymi poszczeg\u00f3lnym tagom UTM znajduj\u0105 si\u0119 przyk\u0142adowe (cz\u0119sto u\u017cywane) warto\u015bci danych parametr\u00f3w. Wystarczy klikn\u0105\u0107 w wybrany przyk\u0142ad, \u017ceby wstawi\u0142 si\u0119 on jako warto\u015b\u0107 pola. W ten spos\u00f3b mo\u017cna b\u0142yskawicznie “wyklika\u0107” ca\u0142y otagowany URL.<\/p>\n

Generowanie wielu URLi jednocze\u015bnie<\/h3>\n

Je\u017celi w pole na URL strony docelowej wkleisz wiele adres\u00f3w – po jednym w linii – wygenerowane zostanie wiele otagowanych adres\u00f3w URL. W ka\u017cdej linii dodane zostan\u0105 te same parametry.
\nAle, je\u017celi chcesz, \u017ceby w ka\u017cdym z wygenerowanych URLi jeden z parametr\u00f3w si\u0119 r\u00f3\u017cni\u0142 – np. numerem – u\u017cyj placeholdera “%X%” – w jego miejsce zostanie wstawiony numer wiersza. W ten spos\u00f3b uzyskasz co\u015b takiego:<\/p>\n

https:\/\/www.mojastrona.pl\/?utm_campaign=blackfriday2020&utm_source=onet&utm_medium=billboard1
\nhttps:\/\/www.mojastrona.pl\/?utm_campaign=blackfriday2020&utm_source=onet&utm_medium=billboard2
\nhttps:\/\/www.mojastrona.pl\/?utm_campaign=blackfriday2020&utm_source=onet&utm_medium=billboard3
\nhttps:\/\/www.mojastrona.pl\/?utm_campaign=blackfriday2020&utm_source=onet&utm_medium=billboard4<\/code><\/p>\n

\"UTM<\/p>\n

Skracanie URLi<\/h3>\n

Otagowane adresy URL s\u0105 bardzo d\u0142ugie. Same podstawowe tagi to ju\u017c co najmniej 40 znak\u00f3w – a najcz\u0119\u015bciej bli\u017cej 70. Je\u017celi do tego adres strony docelowej jest d\u0142ugi, to potrafi wyj\u015b\u0107 niez\u0142y kolos.<\/p>\n

https:\/\/www.mojastrona.pl\/podstrona-danej-kampanii\/?utm_campaign=promocja-lato2020&utm_source=instagram&utm_medium=post&utm_term=wyprzedaz+butow+do+biegania<\/code><\/p>\n

Na szcz\u0119\u015bcie, otagowane adresy URL mo\u017cna skr\u00f3ci\u0107 – korzystaj\u0105c z takich serwis\u00f3w jak bit.ly czy rocketlink.io. Aktualnie trzeba to robi\u0107 r\u0119cznie, jednak w najbli\u017cszym czasie UTM Editor ma zosta\u0107 zintegrowany z bit.ly – i skr\u00f3cone linki b\u0119d\u0105 generowane jednym klikni\u0119ciem!<\/p>\n

Podsumowanie<\/h2>\n

Tagi UTM niew\u0105tpliwie s\u0105 nieodzowne w marketingu internetowym – przydaj\u0105 si\u0119 do oceny i optymalizacji dzia\u0142a\u0144 oraz pomagaj\u0105 w atrybucji konwersji – czyli przypisaniu “zas\u0142ug” danego zdarzenia (np. sprzeda\u017cy, rejestracji) do w\u0142a\u015bciwego kana\u0142u, medium itd.
\nUTM Editor pozwala szybko i sprawnie generowa\u0107 otagowane linki do kampanii – zar\u00f3wno pojedyncze, jak te\u017c seryjnie.<\/p>\n","protected":false},"excerpt":{"rendered":"

UTM Editor pozwala szybko i sprawnie generowa\u0107 otagowane linki do kampanii – zar\u00f3wno pojedyncze, jak te\u017c seryjnie.<\/p>\n","protected":false},"author":1,"featured_media":3854,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[97],"tags":[253,150,145,525],"class_list":["post-3845","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analityka","tag-generator","tag-google-analytics","tag-kampanie","tag-skracanie-linkow"],"yoast_head":"\nUTM Editor - sprawne tagowanie link\u00f3w kampanii<\/title>\n<meta name=\"description\" content=\"UTM Editor pozwala szybko i sprawnie generowa\u0107 otagowane linki do kampanii - zar\u00f3wno pojedyncze, jak te\u017c seryjnie.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.supermonitoring.pl\/blogpl\/utm-editor-tagowanie-linkow-kampanii\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"UTM Editor - 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