Vous pouvez analyser les donn\u00e9es UTM dans trois int\u00e9grations Reportei :<\/p>\n\n\n\n

\n
• GA4 ;<\/li>\n\n\n\n
• Google Ads ;<\/li>\n\n\n\n
• Meta Ads.<\/li>\n<\/ul>\n\n\n\n

  Qu\u2019est-ce qu\u2019un UTM ?<\/strong><\/span><\/h2>\n\n\n\n

  <\/p>\n\n\n\n

  Les param\u00e8tres UTM (Urchin Tracking Module) sont des \u00e9tiquettes ajout\u00e9es aux liens marketing pour identifier l\u2019origine des visites sur un site.<\/p>\n\n\n\n

  Les cinq param\u00e8tres courants sont :<\/p>\n\n\n\n

  \n
  • Source UTM (utm_source)<\/strong> : origine du trafic, par exemple Google, Facebook ou une newsletter.<\/li>\n\n\n\n
  • Support UTM (utm_medium) :<\/strong> canal utilis\u00e9, comme cpc, social ou email.<\/li>\n\n\n\n
  • Campagne UTM (utm_campaign) : <\/strong>nom de la campagne, par exemple une promotion saisonni\u00e8re.<\/li>\n\n\n\n
  • Terme UTM (utm_term) :<\/strong> souvent utilis\u00e9 pour identifier un mot-cl\u00e9 dans les campagnes de recherche payante.<\/li>\n\n\n\n
  • Contenu UTM (utm_content) :<\/strong> diff\u00e9rencie des annonces ou liens pointant vers la m\u00eame URL, par exemple plusieurs boutons d\u2019appel \u00e0 l\u2019action.<\/li>\n<\/ul>\n\n\n\n

    Une URL balis\u00e9e peut prendre cette forme :<\/p>\n\n\n\n

    Structure : https:\/\/example.com\/?utm_source<\/strong>=[source]&utm_medium<\/strong>=[support]&utm_content<\/strong>=[contenu]&utm_campaign<\/strong>=[campagne]&utm_term<\/strong>=[motcle]<\/p>\n\n\n\n

    Apr\u00e8s un clic, un outil comme Google Analytics peut identifier la source, la campagne et d\u2019autres informations associ\u00e9es. Cela aide \u00e0 analyser les campagnes performantes et \u00e0 orienter les efforts marketing.<\/p>\n\n\n\n

    Fonctionnement dans Reportei<\/span><\/h3>\n\n\n\n

    <\/p>\n\n\n\n

    Dans les int\u00e9grations publicitaires, les param\u00e8tres sont associ\u00e9s aux liens des annonces : les colonnes UTM de Meta Ads et Google Ads s\u2019utilisent au niveau des annonces.<\/strong><\/p>\n\n\n\n

    GA4 propose ses propres tableaux et dimensions UTM, comme expliqu\u00e9 ci-dessous.<\/p>\n\n\n\n

    GA4<\/span><\/h5>\n\n\n\n

    <\/p>\n\n\n\n

    Cinq tableaux sont propos\u00e9s pour ces informations : un tableau par param\u00e8tre<\/strong>, soit : <\/p>\n\n\n\n

    \n
    1. Source UTM<\/li>\n\n\n\n
    2. Support UTM<\/li>\n\n\n\n
    3. Campagne UTM<\/li>\n\n\n\n
    4. Terme UTM<\/li>\n\n\n\n
    5. Contenu UTM<\/li>\n<\/ol>\n\n\n\n

       Exemple :<\/p>\n\n\n\n

       <\/figure>\n\n\n\n

       Cliquez sur \u00ab Ajouter un indicateur<\/em> \u00bb, recherchez UTM puis faites glisser le tableau souhait\u00e9 dans le rapport.<\/p>\n\n\n\n

       Ces param\u00e8tres sont aussi propos\u00e9s comme dimensions<\/strong> de graphiques. <\/strong>Vous pouvez donc construire des graphiques utilisant l\u2019une de ces dimensions :<\/p>\n\n\n\n

       <\/figure>\n\n\n\n

       <\/p>\n\n\n\n

       Meta Ads et Google Ads<\/span><\/h5>\n\n\n\n

       <\/p>\n\n\n\n

       Dans Meta Ads et Google Ads, les param\u00e8tres sont disponibles sous forme de colonnes suppl\u00e9mentaires<\/strong> dans les tableaux. M\u00eame si le s\u00e9lecteur les propose ailleurs, elles ne fonctionnent que dans les tableaux d\u2019annonces.<\/strong><\/p>\n\n\n\n

       \n
       • Si une annonce ne comporte pas d\u2019UTM, la colonne affiche \u00ab – \u00bb.<\/li>\n\n\n\n
       • Si le tableau n\u2019est pas<\/strong> un tableau d\u2019annonces, un avertissement signale une combinaison incompatible.<\/li>\n<\/ul>\n\n\n\n

         <\/figure>\n\n\n\n

         Ces donn\u00e9es permettent d\u2019examiner les annonces plus pr\u00e9cis\u00e9ment et d\u2019identifier les contenus ou sources performants.<\/p>\n\n\n\n

         Si vous avez des questions, contactez notre assistance.<\/em>\u00a0=)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

         Vous pouvez analyser les donn\u00e9es UTM dans trois int\u00e9grations Reportei : Qu\u2019est-ce qu\u2019un UTM ? Les param\u00e8tres UTM (Urchin Tracking Module) sont des \u00e9tiquettes ajout\u00e9es aux liens marketing pour identifier l\u2019origine des visites sur un site. Les cinq param\u00e8tres courants sont : Une URL balis\u00e9e peut prendre cette forme : Structure : https:\/\/example.com\/?utm_source=[source]&utm_medium=[support]&utm_content=[contenu]&utm_campaign=[campagne]&utm_term=[motcle] Apr\u00e8s un […]<\/p>\n","protected":false},"author":5,"featured_media":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"helpdesk_category":[4087],"helpie_tag":[],"helpie_add_tag":[],"helpie_up_tag":[],"class_list":["post-84836","pauple_helpie","type-pauple_helpie","status-publish","format-standard","hentry","helpdesk_category-rapports"],"_links":{"self":[{"href":"https:\/\/reportei.com\/fr\/wp-json\/wp\/v2\/pauple_helpie\/84836","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/reportei.com\/fr\/wp-json\/wp\/v2\/pauple_helpie"}],"about":[{"href":"https:\/\/reportei.com\/fr\/wp-json\/wp\/v2\/types\/pauple_helpie"}],"author":[{"embeddable":true,"href":"https:\/\/reportei.com\/fr\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/reportei.com\/fr\/wp-json\/wp\/v2\/comments?post=84836"}],"version-history":[{"count":1,"href":"https:\/\/reportei.com\/fr\/wp-json\/wp\/v2\/pauple_helpie\/84836\/revisions"}],"predecessor-version":[{"id":84837,"href":"https:\/\/reportei.com\/fr\/wp-json\/wp\/v2\/pauple_helpie\/84836\/revisions\/84837"}],"wp:attachment":[{"href":"https:\/\/reportei.com\/fr\/wp-json\/wp\/v2\/media?parent=84836"}],"wp:term":[{"taxonomy":"helpdesk_category","embeddable":true,"href":"https:\/\/reportei.com\/fr\/wp-json\/wp\/v2\/helpdesk_category?post=84836"},{"taxonomy":"helpie_tag","embeddable":true,"href":"https:\/\/reportei.com\/fr\/wp-json\/wp\/v2\/helpie_tag?post=84836"},{"taxonomy":"helpie_add_tag","embeddable":true,"href":"https:\/\/reportei.com\/fr\/wp-json\/wp\/v2\/helpie_add_tag?post=84836"},{"taxonomy":"helpie_up_tag","embeddable":true,"href":"https:\/\/reportei.com\/fr\/wp-json\/wp\/v2\/helpie_up_tag?post=84836"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}