Glossary

Growth Glossary

Terms we use in Growth Marketing and Digital Marketing in General together with important Frequently asked questions from our community

U

URL Rating

This number demonstrates the strength and authority of a target URL. This is a number between 1 - 100 that is calculated based on links in a logarithmic scale

Questions

What is URL Rating?

This number demonstrates the strength and authority of a target URL. This is a number between 1 - 100 that is calculated based on links in a logarithmic scale

URL structure

The more meaningful the URL structure of the site, the more sense it makes for the search engine bots. By understanding the content of the site through its URLs, the bots assign higher scores in their ranking algorithms.

Questions

What is the URL Structure

The more meaningful the URL structure of the site, the more sense it makes for the search engine bots. By understanding the content of the site through its URLs, the bots assign higher scores in their ranking algorithms.

Why do I need a URL Structure?
A well-crafted URL provides both humans and search engines an easy-to-understand indication of what the destination page will be about.

UTM

Also known as UTM parameters, UTM codes are little snippets of text added to the end of your URL to help you track the success of your content on the web. An example of UTM codes is highlighted in the URL below in orange:
http://growthrocks.com/blog?utm_campaign=blogpost &utm_medium=social&utm_source=facebook
Adding the snippets of code after the question mark doesn't affect anything on the page -- it just lets your analytics program know that someone arrived through a certain source or overall marketing channel as part of a certain campaign.

Questions

What is a UTM?
Also known as UTM parameters, UTM codes are little snippets of text added to the end of your URL to help you track the success of your content on the web. An example of UTM codes is highlighted in the URL below in orange:

http://growthrocks.com/blog?utm_campaign=blogpost &utm_medium=social&utm_source=facebook

Adding the snippets of code after the question mark doesn't affect anything on the page -- it just lets your analytics program know that someone arrived through a certain source or overall marketing channel as part of a certain campaign.
What UTM is used for?
Here are the five things you can track with UTM codes:

Campaign: Groups all of the content from one campaign in your analytics. Ex: utm_campaign=20percentpromocode



Source: Which website is sending you traffic. Ex: utm_source=Facebook



Medium: The type of marketing medium that the link is featured in. Ex: utm_medium=socialmedia



Content: Used to track the different types of content that point to the same URL from the same campaign, source, and medium codes. Often used in PPC or with two identical links on the same page. Ex: utm_content=sidebarlink or utm_content=headerlink



Term: Used to identify the keywords you've paid for in a PPC ad. Ex: utm_term=marketing+software

The URL builder helps you add parameters to URLs you use in custom web-based or email ad campaigns. When users click one of the custom links, the unique parameters are sent to your Google Analytics account, so you can identify the URLs that are most effective in attracting users to your content. You should never broadcast a URL that leads to your site without having the proper UTM metadata. To create a UTM metadata click here. Because the final URL may be a bit long, because you may not want to expose the name of the campaign or because email does NOT support long URLs you could use the URL shortener service to shorten your URL