Understand how and where traffic is coming from to your website using UTM parameters.

Understanding how and where traffic is coming from to your website is one of the most important things we can measure.

Google Analytics already broadly tells you where people are coming from to your website, but UTM parameters allow us to track the source of that traffic more precisely.

For example, if you’re running a campaign for two separate events or exhibitions, you can not only tell which is more popular than the other in terms of click-throughs but also which channel generates the most clicks.

In other words, by using campaign tracking links you can make better decisions on where your content and marketing is most effective.


This webinar is aimed at those working in content and marketing with access to Google Analytics, or anyone interested in digging into how we can track the effectiveness of online content.

What you will learn:

  • What UTM parameters are and how to easily construct a campaign tracking link

  • How to use campaign tracking links to make decisions on content and marketing

  • How to track campaigns using Google Analytics 3 and 4.


Adam Koszary, Head of Digital at The Audience Agency, has 10 years of experience working in GLAM institutions on digital, content and social media strategies.


This session takes the form of a 45 minute workshop-style webinar with the opportunity to ask questions.

Date: Monday 7 February, 1:30 PM - 2:15 PM

Cost: Free

Book your free place


All events will provide Zoom automated transcription in English. Other access services, including Live transcription (instead of Zoom's automated transcription) and British Sign Language interpretation, can be requested in the booking form and will be provided where possible. Please book as soon as possible to allow time for arrangements to be made.