Know What is UTM Tracking and the 4 Functions of MMP in a Digital Marketing Strategy

Have you ever encountered a case where you had difficulty getting information on which content or ads made the biggest contribution?

Especially if you use an advertising platform outside of Google Ads, such as FB Ads or LinkedIn Ads, which do not have a complete conversion tracking system, so they require additional analytics applications. However, unfortunately the analytics application cannot distinguish from which ads your traffic is coming from.

Analytics applications in general, such as Google Analytics categorize traffic from non-Google ads as referral traffic or social traffic. So you can’t tell whether the traffic is coming from your ad or not.

Because of that problem, UTM can be the solution for you!

What is UTM Tracking?

UTM stands for Urchin Tracking Module, which works by passing special parameters in URLs. Making is quite easy, because you only need to modify the URL without the need for coding knowledge at all.

When the URL of a site that has been equipped with UTM is accessed by someone, the value of the UTM will be recorded automatically in the analytics application. So far, both Google Analytics and Facebook Analytics can read and translate UTM code very well.

How UTM Works

For simplicity, we will immediately provide an example of a URL that has been modified with UTM code.

The URL above has added the UTM code, namely source, medium, and campaign. If the URL is accessed by someone, then analytics will categorize that person based on the UTM code that has been used, namely:

Source = Self Referral

Medium =

Campaign Article = UTM Tracking Article

And if you access the analytics application, then you will get a detailed report from your traffic source, based on the UTM code you have added.

Of course, with this you can tell which traffic comes from ads and which ones come from organic, right? Furthermore, you can also distinguish which ads provide the largest traffic and which ones provide the smallest traffic.

5 Types of UTM Tracking

You have seen there are 3 types of UTM above. Actually there are 5 types of UTM Tracking Parameters that you can use, of which there are 3 mandatory parameters and 2 optional ones, here are the complete information:

Mandatory UTM Parameters UTM


UTM Source functions to classify channels which are the source of traffic. For example from Email, Social Media, Instagram, Facebook, Gmail, or other platform names.

In the UTM hierarchy, source is at the top of the hierarchy, and appears first in analytics reports.

UTM Medium

Next is UTM Medium which indicates the medium from which the traffic originates. Examples are referral links, articles, IG Stories, IG Bio, Banner links, LinkedIn Ads, and so on.

Medium is right under source. You can load multiple mediums under the same source.

UTM Campaign

The last of the mandatory UTM series is the Campaign, which can be used to classify the content visited by your visitors.

You can fill the UTM Campaign with a title or content theme. And if you are running A/B Testing, then don’t forget to provide a test ID for each content used.

Optional UTM Parameters UTM


If you use Google Ads or Bing Ads, you can use this UTM parameter to classify the keywords used by visitors.

However, because the ads platform itself is usually equipped with keyword tracking and click ID itself, this UTM is not very useful.

UTM Content

The last is UTM content which is usually used to distinguish the creative ads that you are using. UTM is actually not that different from the campaign UTM, unless you have a more complex campaign system. For general use, UTM is not really needed.

Visit the UTM builder to quickly and easily generate UTM code in URLs.

Integrate UTM with your Analytics Software.

Now you know how to distinguish traffic sources from your content. Don’t forget to integrate UTM with the analytics application you are using, and check the reports regularly to find out which content or advertisements have the most impact on your site.

4 Functions of MMP (Mobile Measurement Partner) along with Examples

MMP or Mobile Measurement Partner are useful tools for recording and getting data on user activity in apps. How can MMP help you in scaling promotions?

Are you planning to make an application to expand your business to a further realm? Good! But the question is how do you know that your application has an impact on business development?

Especially if in the future you plan to use ads in promoting applications to potential audiences. How to get the data from all this? Given that without data, you cannot know how the impact of the application on customer and business growth.

What is MMP (Mobile Measurement Partner)?

Mobile Measurement Partner or MMP is an attribution company that acts as a 3rd party in collecting, compiling, and presenting application data to measure the performance of ongoing campaigns.

The way MMP works is not much different from other analytics tools, and you only need to install the SDK (Software Development Kit) code into the application to start using it.

The difference is, MMP can be integrated with many platforms at once without the need to add new tags/codes. Data from MMP can easily be transferred to the digital platform you are using (such as Google Ads or Facebook Ads).

Unlike analytics applications on the web, each one needs to be implemented.

Popular MMP Examples

There are many MMP vendors in the field, and most of them use freemium systems (free but paid). In choosing MMP, make sure you understand what features you get, especially integration with advertising platforms. Considering that not all MMPs are equipped with the same features.

For more details, here are 3 types of MMP that are often used in the world of applications:

a. AppFlyer

is one of the most popular MMPs in the world. AppFlyer is equipped with mandatory features in MMP such as reporting, integration with ads, fingerprinting, and so on. You can choose pricing plan that suits your business growth ratio.

b. Adjust

Almost the same as AppsFlyer, and quite popular too. Its features are not much different from other MMP applications.

c. Google Firebase (GA4)

Google Firebase (now GA4) is one of the MMPs that has the ability to track web to app issued by Google. You can enter 2 data sources both applications (iOS and Android) and websites.

This feature is very important, especially if you are using a landing page to advertise your app. Firebase can display the origin of visitors who enter the application through the website by using cookies that are recorded on the user’s phone.

MMP Functions for Business Development

Creating applications without investing in MMP is suicidal. Why make an application without knowing the impact on the business? Conversion data generated from within the application also cannot be read by you.

In order for you to better understand how MMP functions, please see some examples below:

1. Getting App User Activity Data

Every user who uses the application must carry out certain activities. Either register, enter the menu provided, or immediately uninstall because it doesn’t match expectations.

To make your app development and strategy more focused, you need to understand how users take action to your app. That way you know which parts need to be developed and which ones don’t.

2. Attribution to your Digital Marketing Strategy The

sources of installs that occur on your app can come from a variety of sources. Whether it’s advertisements, references, or from your own website.

MMP can help you understand where your installs are coming from, and then assign attribution (points) to the most influential sources. Of course this can help in optimizing marketing strategies in the future.

3. Detecting Traffic Sources

Like a website, an application can also receive incoming and outgoing user traffic. MMP can help app owners understand where their traffic is coming from, even if the user is doing it from different devices (eg from computer to phone).

4. Remarketing Campaign

If you have a specific goal (such as increasing sales from your application), then you must use MMP to define your application’s user audience which you then retarget to get a more solid audience.

Remarketing is very important if you want to promote something to those who fit the criteria.

Have You Used MMP for App Marketing Strategy?

Now have you utilized MMP technology in enterprise application development? You are certainly not required to use an expensive MMP. Just choose the one that suits your company, and the most important thing is that you can get the data needed for further application development.

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