{"id":71929,"date":"2025-02-26T07:00:00","date_gmt":"2025-02-26T15:00:00","guid":{"rendered":"https:\/\/dhblog.dream.press\/blog\/?p=71929"},"modified":"2025-05-26T12:20:30","modified_gmt":"2025-05-26T19:20:30","slug":"parmetros-utm-o-gps-para-o-seu-trfego-de-marketing-pt","status":"publish","type":"post","link":"https:\/\/www-dev.dreamhost.com\/blog\/pt\/parmetros-utm-o-gps-para-o-seu-trfego-de-marketing-pt\/","title":{"rendered":"Par\u00e2metros UTM: O GPS Para O Seu Tr\u00e1fego De Marketing"},"content":{"rendered":"\n<p>\u00c9 uma rotina di\u00e1ria. Sabe, a maioria dos propriet\u00e1rios de pequenas empresas e profissionais de marketing come\u00e7am seus dias com o <strong>painel de controle de an\u00e1lises<\/strong>.<\/p>\n\n\n<p>Eles tentam fazer sentido dos n\u00fameros, gr\u00e1ficos e fontes de tr\u00e1fego vagas como &#8220;social&#8221; ou &#8220;direto&#8221; para determinar o que est\u00e1 funcionando para o neg\u00f3cio, mas essas m\u00e9tricas superficiais n\u00e3o contam toda a hist\u00f3ria.<\/p>\n\n\n<p>Voc\u00ea precisa de algo para aprofundar. Os par\u00e2metros UTM ajudam voc\u00ea a fazer exatamente isso. Essas pequenas etiquetas de texto adicionadas aos seus links revelam a hist\u00f3ria completa de como os clientes encontram voc\u00ea.<\/p>\n\n\n<p>Mas primeiro, o que s\u00e3o par\u00e2metros UTM?<\/p>\n\n\n<h2 id=\"h-understanding-utm-parameters\" class=\"wp-block-heading\">Entendendo os Par\u00e2metros UTM<\/h2>\n\n\n<p>Voc\u00ea j\u00e1 monitora os visitantes do seu site com o Google Analytics.<\/p>\n\n\n<p>Entretanto, quando algu\u00e9m clica em um link para seu site no Instagram, a maioria das plataformas de an\u00e1lise s\u00f3 pode dizer que veio de &#8220;Social Org\u00e2nico&#8221;.<\/p>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1123\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_understanding_utm_parameters.webp\" alt=\"Painel de controle de Analytics mostrando as fontes de tr\u00e1fego do site e seu desempenho ao longo de 28 dias, com Pesquisa Org\u00e2nica liderando com 148 mil sess\u00f5es, seguido por Direto (33 mil) e Refer\u00eancia (12 mil)\" class=\"wp-image-64543 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_understanding_utm_parameters.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_understanding_utm_parameters-300x211.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_understanding_utm_parameters-1024x719.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_understanding_utm_parameters-768x539.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_understanding_utm_parameters-1536x1078.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_understanding_utm_parameters-600x421.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_understanding_utm_parameters-1200x842.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_understanding_utm_parameters-730x512.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_understanding_utm_parameters-1460x1025.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_understanding_utm_parameters-784x550.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_understanding_utm_parameters-1568x1101.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/01_understanding_utm_parameters-877x616.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1123;\" \/><\/figure>\n\n\n<p>Infelizmente, n\u00e3o podes ter certeza se os cliques vieram do teu \u00faltimo tweet, artigo no LinkedIn ou hist\u00f3ria no Instagram da semana passada.<\/p>\n\n\n<p>Sem esse conhecimento, voc\u00ea n\u00e3o sabe qual plataforma est\u00e1 realmente <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/driving-traffic-to-your-website\/\" rel=\"noopener\">enviando tr\u00e1fego para o seu site<\/a>.<\/p>\n\n\n<p>Se adicionares par\u00e2metros UTM \u00fanicos aos links que publicas nas plataformas de redes sociais, a tua plataforma de an\u00e1lise pode <strong>mostrar claramente de onde veio um determinado clique.<\/strong><\/p>\n\n\n<p><strong>Veja este link com par\u00e2metros UTM:<\/strong><\/p>\n\n\n<p>https:\/\/www.dreamhost.com\/hosting\/?utm_source=facebook&#038;utm_medium=social&#038;utm_campaign=spring_sale_2025<\/p>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"638\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_utm_link_structure.webp\" alt=\"exemplo de estrutura de link UTM\" class=\"wp-image-64546 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_utm_link_structure.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_utm_link_structure-300x120.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_utm_link_structure-1024x408.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_utm_link_structure-768x306.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_utm_link_structure-1536x612.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_utm_link_structure-600x239.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_utm_link_structure-1200x479.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_utm_link_structure-730x291.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_utm_link_structure-1460x582.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_utm_link_structure-784x313.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_utm_link_structure-1568x625.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/04_utm_link_structure-877x350.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/638;\" \/><\/figure>\n\n\n<ul class=\"wp-block-list\">\n<li>Tudo antes do &#8220;?&#8221; \u00e9 a URL base.&nbsp;<\/li>\n\n\n\n<li>Tudo depois dele \u2014 os par\u00e2metros UTM \u2014 carrega informa\u00e7\u00f5es de rastreamento.<\/li>\n\n\n<\/ul>\n\n\n<p>Quando voc\u00ea cria links marcados para cada postagem, voc\u00ea consegue ver <em>qual<\/em> plataforma e <em>que<\/em> conte\u00fado impulsiona o engajamento.<\/p>\n\n\n<p>Com esses links criados para cada uma de suas postagens nas redes sociais, fica f\u00e1cil saber exatamente qual postagem de qual plataforma resultou em um clique.<\/p>\n\n\n<p>No Google Analytics, voc\u00ea ver\u00e1 os nomes que adicionou para esses par\u00e2metros UTM.<\/p>\n\n\n<p>Confira a se\u00e7\u00e3o \u201cVis\u00e3o Geral do P\u00fablico\u201d com a op\u00e7\u00e3o \u201c<a target=\"_blank\" href=\"https:\/\/support.google.com\/analytics\/answer\/14264492?hl=en&amp;co=GENIE.Platform%3DAndroid\" rel=\"noopener\">Fonte manual da sess\u00e3o<\/a>\u201d selecionada no canto superior esquerdo.<\/p>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1215\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_session_manual_source.webp\" alt=\"Relat\u00f3rio de Analytics mostrando as fontes de tr\u00e1fego do site classificadas por usu\u00e1rios ativos, com o Google liderando com 76 mil usu\u00e1rios, seguido pelo tr\u00e1fego direto (n\u00e3o definido) com 33 mil, e o Bing com 21 mil, incluindo m\u00e9tricas de engajamento\" class=\"wp-image-64545 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_session_manual_source.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_session_manual_source-300x228.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_session_manual_source-1024x778.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_session_manual_source-768x583.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_session_manual_source-1536x1166.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_session_manual_source-600x456.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_session_manual_source-1200x911.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_session_manual_source-730x554.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_session_manual_source-1460x1109.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_session_manual_source-784x595.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_session_manual_source-1568x1191.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/03_session_manual_source-877x666.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1215;\" \/><\/figure>\n\n\n<p>Os cliques nos links que n\u00e3o possuem par\u00e2metros UTM s\u00e3o agrupados na fonte <strong>(n\u00e3o definido)<\/strong>. Para os demais, voc\u00ea ver\u00e1 os nomes de fonte apropriados. Se quiser investigar mais a fundo, pode usar o <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/google-search-console\/\" rel=\"noopener\">Google Search Console<\/a> para descobrir as palavras-chave que est\u00e3o gerando tr\u00e1fego.<\/p>\n\n\n<p>Note que nem <em>todos<\/em> eles s\u00e3o marcados manualmente. Os motores de busca (neste caso) e alguns sites adicionam automaticamente seus par\u00e2metros UTM para se promoverem e para ajudar os usu\u00e1rios a verem facilmente a fonte de tr\u00e1fego de seus sites.<\/p>\n\n\n<h3 class=\"wp-block-heading\">Que Informa\u00e7\u00f5es Podem Os Links UTM Conter?<\/h3>\n\n\n<p>Cada clique em um link UTM carrega informa\u00e7\u00f5es sobre de onde veio o clique, qual campanha o disparou e at\u00e9 qual elemento espec\u00edfico chamou a aten\u00e7\u00e3o do seu visitante. Tudo depende de como voc\u00ea constr\u00f3i o link<em> (sim, \u00e9 um trabalho manual).<\/em><\/p>\n\n\n<p><strong>Suponha que voc\u00ea tenha este link para promover nas redes sociais:<\/strong><\/p>\n\n\n<p>&#8220;https:\/\/www.dreamhost.com\/hosting&#8221;<\/p>\n\n\n<p>Clicar neste link agora s\u00f3 fornecer\u00e1 informa\u00e7\u00f5es vagas como \u201csocial\u201d ou \u201corg\u00e2nico\u201d nas an\u00e1lises. Aqui est\u00e1 como voc\u00ea pode adicionar dados ao link:<\/p>\n\n\n<p><strong>1. Fonte da campanha (\u201cutm_source\u201d) \u2013 Obrigat\u00f3rio<\/strong><\/p>\n\n\n<p>O registro \u201cutm_source\u201d indica de onde vieram os seus visitantes.<\/p>\n\n\n<p>Quando voc\u00ea marca um link com \u201cutm_source=newsletter,\u201d est\u00e1 basicamente dizendo, &#8220;Este visitante veio da nossa lista de emails.&#8221;<\/p>\n\n\n<p>Marque como \u201cutm_source=instagram\u201d em vez de newsletter, e o Google mostrar\u00e1 a origem como Instagram (mesmo que o clique <em>realmente<\/em> tenha vindo da sua newsletter).<\/p>\n\n\n<p><strong>2. Meio da campanha (\u201cutm_medium\u201d) \u2013 Obrigat\u00f3rio<\/strong><\/p>\n\n\n<p>Com \u201cutm_source\u201d, voc\u00ea sabe de onde um usu\u00e1rio veio.<\/p>\n\n\n<p>Mas eles chegaram atrav\u00e9s de um an\u00fancio pago (\u201cutm_medium=cpc\u201d)? Por meio de uma postagem org\u00e2nica em redes sociais (\u201cutm_medium=social\u201d)? Ou talvez atrav\u00e9s dos seus <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/email-open-rate\/\" rel=\"noopener\">esfor\u00e7os de marketing por email<\/a> (\u201cutm_medium=email\u201d)?<\/p>\n\n\n<p>Definir \u201cutm_medium\u201d ajudar\u00e1 voc\u00ea a determinar o <em>ve\u00edculo<\/em> pelo qual o tr\u00e1fego foi entregue.<\/p>\n\n\n<p><strong>3. Nome da campanha (\u201cutm_campaign\u201d) \u2013 Obrigat\u00f3rio<\/strong><\/p>\n\n\n<p>Voc\u00ea sabe que um clique est\u00e1 vindo de um email de marketing, mas voc\u00ea n\u00e3o sabe <em>qual<\/em>.<\/p>\n\n\n<p>O nome da sua campanha serve como uma forma de voc\u00ea identificar exatamente qual campanha enviou este clique.<\/p>\n\n\n<p>Isso tamb\u00e9m ajuda na otimiza\u00e7\u00e3o da taxa de convers\u00e3o (CRO), pois voc\u00ea pode marcar cada CTA de forma \u00fanica, fornecendo dados sobre qual <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/glossary\/web-design\/call-to-action-cta\/\" rel=\"noopener\">CTA<\/a> em qual newsletter (ou qualquer outro material de marketing) foi clicado.<\/p>\n\n\n\n\n<div class=\"glossary-term\">\n\t<a\n\t\tclass=\"glossary-term__above-title\"\n\t\thref=\"\"\n\t\ttarget=\"_blank\"\n\t\trel=\"noopener noreferrer\"\n\t>\n\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 640 512\"><path d=\"M320 32c-8.1 0-16.1 1.4-23.7 4.1L15.8 137.4C6.3 140.9 0 149.9 0 160s6.3 19.1 15.8 22.6l57.9 20.9C57.3 229.3 48 259.8 48 291.9v28.1c0 28.4-10.8 57.7-22.3 80.8c-6.5 13-13.9 25.8-22.5 37.6C0 442.7-.9 448.3 .9 453.4s6 8.9 11.2 10.2l64 16c4.2 1.1 8.7 .3 12.4-2s6.3-6.1 7.1-10.4c8.6-42.8 4.3-81.2-2.1-108.7C90.3 344.3 86 329.8 80 316.5V291.9c0-30.2 10.2-58.7 27.9-81.5c12.9-15.5 29.6-28 49.2-35.7l157-61.7c8.2-3.2 17.5 .8 20.7 9s-.8 17.5-9 20.7l-157 61.7c-12.4 4.9-23.3 12.4-32.2 21.6l159.6 57.6c7.6 2.7 15.6 4.1 23.7 4.1s16.1-1.4 23.7-4.1L624.2 182.6c9.5-3.4 15.8-12.5 15.8-22.6s-6.3-19.1-15.8-22.6L343.7 36.1C336.1 33.4 328.1 32 320 32zM128 408c0 35.3 86 72 192 72s192-36.7 192-72L496.7 262.6 354.5 314c-11.1 4-22.8 6-34.5 6s-23.5-2-34.5-6L143.3 262.6 128 408z\"\/><\/svg>\n\t\t<span><\/span>\n\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 384 512\"><path d=\"M342.6 233.4c12.5 12.5 12.5 32.8 0 45.3l-192 192c-12.5 12.5-32.8 12.5-45.3 0s-12.5-32.8 0-45.3L274.7 256 105.4 86.6c-12.5-12.5-12.5-32.8 0-45.3s32.8-12.5 45.3 0l192 192z\"\/><\/svg>\n\t<\/a>\n    <h3>Otimiza\u00e7\u00e3o da Taxa de Convers\u00e3o (CRO)<\/h3>\n    <p>Otimiza\u00e7\u00e3o da Taxa de Convers\u00e3o (CRO) refere-se a qualquer pr\u00e1tica voltada para melhorar o n\u00famero de convers\u00f5es que voc\u00ea obt\u00e9m de sites, campanhas de email e an\u00fancios.<\/p>\n            <a\n            href=\"https:\/\/www.dreamhost.com\/glossary\/seo\/conversion-rate-optimization-cro\/\"\n                        class=\"btn btn--white-outline btn--sm btn--round\"\n                                    target=\"_blank\"\n            rel=\"noopener noreferrer\"\n            >\n                            Leia Mais                    <\/a>\n\n<\/div>\n\n\n<p>Por exemplo, \u201cutm_campaign=spring_sale_2025<strong>\u201d<\/strong> agrupa todo o tr\u00e1fego relacionado \u00e0 sua promo\u00e7\u00e3o de primavera, independentemente da fonte ou do meio.<\/p>\n\n\n<p><strong>4. ID da Campanha (\u201cutm_id\u201d) \u2013 Opcional<\/strong><\/p>\n\n\n<p>O par\u00e2metro de ID de campanha permite que voc\u00ea anexe um identificador \u00fanico \u00e0 sua campanha.<\/p>\n\n\n<p>\u00c9 \u00fatil quando seus esfor\u00e7os de marketing precisam daquela camada extra de detalhe. Usando<br>\u201cutm_id\u201d, voc\u00ea pode distinguir entre campanhas similares ou subcampanhas que compartilham a mesma fonte, meio ou nome de campanha.<\/p>\n\n\n<p>Por exemplo, se voc\u00ea realizar uma promo\u00e7\u00e3o de primavera em v\u00e1rias plataformas, atribuir a cada varia\u00e7\u00e3o um ID \u00fanico ajuda a rastrear qual tem o melhor desempenho.<\/p>\n\n\n<p><strong>5. Termo da campanha (\u201cutm_term\u201d) \u2013 Opcional<\/strong><\/p>\n\n\n<p>Para campanhas de pesquisa paga, \u201c<strong>utm_term\u201d captura as palavras-chave exatas que ativaram seu an\u00fancio<\/strong>.<\/p>\n\n\n<p>Isso te d\u00e1 visibilidade sobre quais termos de busca geram tr\u00e1fego valioso, ajudando-te a refinar tua estrat\u00e9gia de lances. Se est\u00e1s a mirar m\u00faltiplas palavras-chave em uma campanha, marcar cada uma com \u201cutm_term\u201d permite comparar o desempenho.<\/p>\n\n\n<p>Por exemplo, se est\u00e1s a executar an\u00fancios para hospedagem web e queres rastrear a palavra-chave &#8220;melhor hospedagem&#8221;, podes adicionar &#8220;utm_term=melhor_hospedagem&#8221;<strong> <\/strong>ao link.<\/p>\n\n\n<p>Com isso, voc\u00ea pode ver quais <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/how-to-do-keyword-research\/\" rel=\"noopener\">palavras-chave<\/a> atraem cliques e otimizar seus esfor\u00e7os de pesquisa paga de acordo.<\/p>\n\n\n<p><strong>6. Conte\u00fado da Campanha (&#8220;utm_content&#8221;) \u2013 Opcional<\/strong><\/p>\n\n\n<p>O par\u00e2metro \u201cutm_content\u201d \u00e9 \u00fatil para <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/a-b-testing\/\" rel=\"noopener\">testes A\/B<\/a>.<\/p>\n\n\n<p>Se voc\u00ea tiver v\u00e1rias varia\u00e7\u00f5es de um an\u00fancio, email ou CTA levando ao mesmo destino, essa tag ajuda a identificar qual vers\u00e3o tem o melhor desempenho. Use-a para diferenciar entre um an\u00fancio em banner e um an\u00fancio de texto ou rastrear qual bot\u00e3o em um email recebeu mais cliques.<\/p>\n\n\n<p>Por exemplo, se estiveres testando dois CTAs de email diferentes \u2014 um que diz &#8220;Come\u00e7ar&#8221; e outro que diz &#8220;Reivindique Seu Desconto&#8221; \u2014 tamb\u00e9m podes marc\u00e1-los separadamente na mesma p\u00e1gina.<\/p>\n\n\n<div class=\"article-newsletter article-newsletter--gradient\">\n\n\n<h2>Get Content Delivered Straight to Your Inbox<\/h2><p>Subscribe now to receive all the latest updates, delivered directly to your inbox.<\/p><form class=\"nwsl-form\" id=\"newsletter_block_\" novalidate><div class=\"messages\"><\/div><div class=\"form-group\"><label for=\"input_newsletter_block_\"><input type=\"email\"name=\"email\"id=\"input_newsletter_block_\"placeholder=\"Enter your email address\"novalidatedisabled=\"disabled\"\/><\/label><button type=\"submit\"class=\"btn btn--brand\"disabled=\"disabled\"><span>Sign Me Up!<\/span><svg width=\"21\" height=\"14\" viewBox=\"0 0 21 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M13.8523 0.42524L12.9323 1.34521C12.7095 1.56801 12.7132 1.9304 12.9404 2.14865L16.7241 5.7823H0.5625C0.251859 5.7823 0 6.03416 0 6.3448V7.6573C0 7.96794 0.251859 8.2198 0.5625 8.2198H16.7241L12.9405 11.8535C12.7132 12.0717 12.7095 12.4341 12.9323 12.6569L13.8523 13.5769C14.072 13.7965 14.4281 13.7965 14.6478 13.5769L20.8259 7.39879C21.0456 7.17913 21.0456 6.82298 20.8259 6.60327L14.6477 0.42524C14.4281 0.205584 14.0719 0.205584 13.8523 0.42524Z\" fill=\"white\"\/>\n<\/svg>\n<\/button><\/div><\/form><\/div>\n\n<h2 id=\"h2_how-to-set-up-utm-parameters-a-step-by-step-guide\" class=\"wp-block-heading\">Como Configurar Par\u00e2metros UTM: Um Guia Passo a Passo<\/h2>\n\n\n<p>\u00c9 f\u00e1cil construir um link UTM. Podes faz\u00ea-lo manualmente digitando o link ou utilizando o <a target=\"_blank\" href=\"https:\/\/ga-dev-tools.google\/campaign-url-builder\/\" rel=\"noopener\">Google Campaign URL Builder<\/a> para fazer o mesmo.<\/p>\n\n\n<h3 class=\"wp-block-heading\">1. Comece Com Sua URL Base<\/h3>\n\n\n<p>Identifica o URL da p\u00e1gina que queres promover. Por exemplo:<\/p>\n\n\n<p>\u201chttps:\/\/www.dreamhost.com\/hosting\u201d<\/p>\n\n\n<h3 class=\"wp-block-heading\">2. Adicione Par\u00e2metros UTM<\/h3>\n\n\n<p>Os par\u00e2metros UTM s\u00e3o adicionados \u00e0 URL ap\u00f3s um ponto de interroga\u00e7\u00e3o (&#8220;?&#8221;).<\/p>\n\n\n<ul class=\"wp-block-list\">\n<li>Cada par\u00e2metro consiste em um par chave-valor, unidos por um sinal de igual (\u201c=\u201d).&nbsp;<\/li>\n\n\n\n<li>V\u00e1rios par\u00e2metros s\u00e3o separados por e-comercials (\u201c&amp;\u201d).&nbsp;<\/li>\n\n\n\n<li>Use sublinhados (\u201c_\u201d) para separar palavras dentro dos valores dos par\u00e2metros para melhor legibilidade. Por exemplo, \u201cutm_source=newsletter\u201d indica que o tr\u00e1fego veio de uma newsletter.<\/li>\n\n\n<\/ul>\n\n\n<p><strong>Aqui est\u00e1 como voc\u00ea pode construir sua URL com par\u00e2metros UTM:<\/strong><\/p>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Origem da Campanha (\u201cutm_source\u201d):<\/strong> Identifica a plataforma ou fonte, como \u201cutm_source=facebook\u201d.<\/li>\n\n\n\n<li><strong>Meio da Campanha (\u201cutm_medium\u201d):<\/strong> Especifica o meio de marketing, como \u201cutm_medium=email\u201d.<\/li>\n\n\n\n<li><strong>Nome da Campanha (\u201cutm_campaign\u201d):<\/strong> Nomeia a campanha espec\u00edfica, por exemplo, \u201cutm_campaign=spring_sale_2025\u201d.<\/li>\n\n\n\n<li><strong>Termo da Campanha (\u201cutm_term\u201d):<\/strong> Usado para pesquisa paga para identificar palavras-chave, por exemplo, \u201cutm_term=affordable_hosting\u201d.<\/li>\n\n\n\n<li><strong>Conte\u00fado da Campanha (\u201cutm_content\u201d):<\/strong> Diferencia conte\u00fados ou links similares, \u00fatil para testes A\/B, como \u201cutm_content=cta_button\u201d.<\/li>\n\n\n<\/ul>\n\n\n<p><strong>Combinando estes, seu URL pode parecer assim:<\/strong><\/p>\n\n\n<p>\u201chttps:\/\/www.dreamhost.com\/hosting?utm_source=facebook&amp;utm_medium=social&amp;utm_campaign=spring_sale_2025&amp;utm_content=cta_button\u201d<\/p>\n\n\n<h3 class=\"wp-block-heading\">3. Use uma Ferramenta de Constru\u00e7\u00e3o UTM<\/h3>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1052\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_campaign_url_builder.webp\" alt=\"Captura de tela da interface da ferramenta Campaign URL Builder do Google Analytics mostrando campos de formul\u00e1rio para criar URLs de campanha rastre\u00e1veis\" class=\"wp-image-64547 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_campaign_url_builder.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_campaign_url_builder-300x197.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_campaign_url_builder-1024x673.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_campaign_url_builder-768x505.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_campaign_url_builder-1536x1010.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_campaign_url_builder-600x395.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_campaign_url_builder-1200x789.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_campaign_url_builder-730x480.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_campaign_url_builder-1460x960.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_campaign_url_builder-784x515.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_campaign_url_builder-1568x1031.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/05_campaign_url_builder-877x577.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1052;\" \/><\/figure>\n\n\n<p>Para um processo mais simples e preciso, experimente uma ferramenta gratuita de constru\u00e7\u00e3o de UTM, como o Campaign URL Builder do Google. Ele permite que voc\u00ea insira cada par\u00e2metro como uma entrada separada no formul\u00e1rio. E quando terminar, o Campaign URL Builder combina tudo em um link que voc\u00ea pode copiar.<\/p>\n\n\n<p>Isso torna o processo f\u00e1cil e livre de erros.<\/p>\n\n\n<h3 class=\"wp-block-heading\">4. Teste Seus Links<\/h3>\n\n\n<p>Antes de implementar suas URLs marcadas com UTM, teste-as para garantir que direcionem os usu\u00e1rios para a p\u00e1gina correta e que sua plataforma de an\u00e1lise registre os par\u00e2metros com precis\u00e3o.<\/p>\n\n\n<p>Como? Apenas clique no link e veja se o clique aparece no seu Painel de controle do Analytics conforme voc\u00ea configurou.<\/p>\n\n\n<h2 id=\"h2_how-to-analyze-and-make-sense-of-utm-data\" class=\"wp-block-heading\">Como Analisar e Entender os Dados UTM<\/h2>\n\n\n<p>Depois de implementar os par\u00e2metros UTM nos seus links de marketing, o pr\u00f3ximo passo \u00e9 analisar os dados coletados para obter insights acion\u00e1veis. Aqui est\u00e1 como interpretar eficazmente os dados UTM:<\/p>\n\n\n<h3 class=\"wp-block-heading\">Passo 1: Acesse Sua Plataforma de An\u00e1lise<\/h3>\n\n\n<p>Comece fazendo login na sua ferramenta de an\u00e1lise da web, como o Google Analytics. Navegue at\u00e9 a se\u00e7\u00e3o onde os dados da campanha s\u00e3o exibidos.<\/p>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"898\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_access_your_analytics_platform.webp\" alt=\"Painel de controle de an\u00e1lise mostrando fontes de tr\u00e1fego e m\u00e9tricas de engajamento com Busca Org\u00e2nica liderando com 144 mil sess\u00f5es, seguido por tr\u00e1fego Direto e por Refer\u00eancia\" class=\"wp-image-64548 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_access_your_analytics_platform.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_access_your_analytics_platform-300x168.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_access_your_analytics_platform-1024x575.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_access_your_analytics_platform-768x431.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_access_your_analytics_platform-1536x862.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_access_your_analytics_platform-600x337.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_access_your_analytics_platform-1200x674.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_access_your_analytics_platform-730x410.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_access_your_analytics_platform-1460x819.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_access_your_analytics_platform-784x440.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_access_your_analytics_platform-1568x880.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/06_access_your_analytics_platform-877x492.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/898;\" \/><\/figure>\n\n\n<p>No Google Analytics 4 (GA4), voc\u00ea pode encontrar isso em <strong>Aquisi\u00e7\u00e3o<\/strong> &gt; <strong>Aquisi\u00e7\u00e3o de Tr\u00e1fego<\/strong>.<\/p>\n\n\n<h3 class=\"wp-block-heading\">Passo 2: Personalize Seus Relat\u00f3rios<\/h3>\n\n\n<p>Para se concentrar em par\u00e2metros UTM, personalize seus relat\u00f3rios.<\/p>\n\n\n<p><strong>Dimens\u00e3o principal:<\/strong> Defina isto para &#8220;Origem da sess\u00e3o&#8221; para visualizar a origem do seu tr\u00e1fego.<\/p>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1047\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/07_session_source.webp\" alt=\"Interface de Analytics mostrando op\u00e7\u00f5es de filtro de fonte de sess\u00e3o e dados de tr\u00e1fego para Yahoo, Udemy e outras fontes de refer\u00eancia\" class=\"wp-image-64549 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/07_session_source.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/07_session_source-300x196.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/07_session_source-1024x670.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/07_session_source-768x503.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/07_session_source-1536x1005.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/07_session_source-600x393.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/07_session_source-1200x785.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/07_session_source-730x478.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/07_session_source-1460x955.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/07_session_source-784x513.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/07_session_source-1568x1026.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/07_session_source-877x574.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1047;\" \/><\/figure>\n\n\n<p><strong>Dimens\u00e3o secund\u00e1ria:<\/strong> Adicione <strong>Campanha<\/strong> para ver quais campanhas est\u00e3o gerando tr\u00e1fego.<\/p>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"807\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/08_secondary_dimension_add_campaign.webp\" alt=\"dimens\u00e3o secund\u00e1ria\" class=\"wp-image-64550 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/08_secondary_dimension_add_campaign.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/08_secondary_dimension_add_campaign-300x151.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/08_secondary_dimension_add_campaign-1024x516.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/08_secondary_dimension_add_campaign-768x387.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/08_secondary_dimension_add_campaign-1536x775.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/08_secondary_dimension_add_campaign-600x303.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/08_secondary_dimension_add_campaign-1200x605.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/08_secondary_dimension_add_campaign-730x368.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/08_secondary_dimension_add_campaign-1460x736.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/08_secondary_dimension_add_campaign-784x395.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/08_secondary_dimension_add_campaign-1568x791.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/08_secondary_dimension_add_campaign-877x442.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/807;\" \/><\/figure>\n\n\n<p><strong>Filtros Adicionais:<\/strong> Inclua filtros para &#8220;Termo&#8221; e &#8220;Conte\u00fado&#8221; se voc\u00ea utilizou esses par\u00e2metros, permitindo uma an\u00e1lise mais detalhada.<\/p>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"994\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/09_add_additional_filters.webp\" alt=\"Painel de Analytics destacando a op\u00e7\u00e3o &quot;Adicionar filtro&quot;, mostrando as fontes de tr\u00e1fego e m\u00e9tricas de engajamento com um painel de constru\u00e7\u00e3o de filtros\" class=\"wp-image-64551 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/09_add_additional_filters.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/09_add_additional_filters-300x186.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/09_add_additional_filters-1024x636.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/09_add_additional_filters-768x477.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/09_add_additional_filters-1536x954.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/09_add_additional_filters-600x373.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/09_add_additional_filters-1200x746.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/09_add_additional_filters-730x454.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/09_add_additional_filters-1460x907.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/09_add_additional_filters-784x487.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/09_add_additional_filters-1568x974.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/09_add_additional_filters-877x545.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/994;\" \/><\/figure>\n\n\n<h3 class=\"wp-block-heading\">Passo 3: Avalie as M\u00e9tricas Principais<\/h3>\n\n\n<p>Analyze as seguintes <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/website-metrics\/\" rel=\"noopener\">m\u00e9tricas de site<\/a> para avaliar o desempenho da campanha:<\/p>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"840\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/10_total_revenue.webp\" alt=\"Tabela de Analytics mostrando fontes de tr\u00e1fego com a coluna de receita destacada, exibindo zero receita em todos os canais\" class=\"wp-image-64552 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/10_total_revenue.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/10_total_revenue-300x158.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/10_total_revenue-1024x538.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/10_total_revenue-768x403.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/10_total_revenue-1536x806.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/10_total_revenue-600x315.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/10_total_revenue-1200x630.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/10_total_revenue-730x383.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/10_total_revenue-1460x767.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/10_total_revenue-784x412.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/10_total_revenue-1568x823.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/10_total_revenue-877x460.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/840;\" \/><\/figure>\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Sess\u00f5es:<\/strong> O n\u00famero de visitas iniciadas de cada fonte\/meio.<\/li>\n\n\n\n<li><strong>Taxa de Rejei\u00e7\u00e3o:<\/strong> A porcentagem de sess\u00f5es de uma \u00fanica p\u00e1gina; uma taxa alta pode indicar tr\u00e1fego irrelevante.<\/li>\n\n\n\n<li><strong>Taxa de Convers\u00e3o:<\/strong> A porcentagem de sess\u00f5es que completaram um objetivo desejado, como realizar uma compra ou se inscrever para um boletim informativo.<\/li>\n\n\n\n<li><strong>Dura\u00e7\u00e3o M\u00e9dia da Sess\u00e3o:<\/strong> O tempo m\u00e9dio que os usu\u00e1rios passam no seu site; dura\u00e7\u00f5es mais longas geralmente sugerem maior engajamento.<\/li>\n\n\n<\/ul>\n\n\n<h3 class=\"wp-block-heading\">Passo 4: Comparar o Desempenho Entre Campanhas<\/h3>\n\n\n<p>Com esses dados em m\u00e3os, voc\u00ea pode identificar quais campanhas, fontes ou meios s\u00e3o mais eficazes.<\/p>\n\n\n<p>Por exemplo, voc\u00ea pode descobrir que campanhas de email (\u201cutm_medium=email\u201d) t\u00eam uma taxa de convers\u00e3o mais alta em compara\u00e7\u00e3o com <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/best-time-to-post-social-media\/\" rel=\"noopener\">campanhas de m\u00eddias sociais<\/a> (\u201cutm_medium=social\u201d), informando suas estrat\u00e9gias de marketing futuras.<\/p>\n\n\n<p>Quando voc\u00ea combina essas informa\u00e7\u00f5es com o n\u00famero de sess\u00f5es, convers\u00f5es e valores de receita (se voc\u00ea integrou dados de pagamentos com o Google Analytics)<em>,<\/em> fica claro quais fontes est\u00e3o gerando valor para o neg\u00f3cio e quais precisam ser melhoradas.<\/p>\n\n\n<h3 class=\"wp-block-heading\">Passo 5: Encontre \u00c1reas para Melhoria<\/h3>\n\n\n<p>Isso nos leva ao passo final.<\/p>\n\n\n<p>Se certas campanhas apresentam altas taxas de rejei\u00e7\u00e3o ou baixas taxas de convers\u00e3o, comece a investig\u00e1-las para entender o que est\u00e1 acontecendo.<\/p>\n\n\n<p>Alguns fatores importantes, como a relev\u00e2ncia da p\u00e1gina de destino, o direcionamento do p\u00fablico e a clareza do seu chamado para a\u00e7\u00e3o, podem afetar todas as convers\u00f5es.<\/p>\n\n\n<h2 id=\"h2_pro-tips-for-effective-utm-parameter-management\" class=\"wp-block-heading\">Dicas Profissionais para Gerenciamento Eficaz de Par\u00e2metros UTM<\/h2>\n\n\n<p>Os UTMs s\u00e3o f\u00e1ceis de criar \u2014 e s\u00e3o<em> t\u00e3o<\/em> f\u00e1ceis de errar.<\/p>\n\n\n<p>Pense nisso: se algu\u00e9m digitar acidentalmente \u201cutm_source\u201d como \u201cutmsource\u201d, voc\u00ea perder\u00e1 a capacidade de rastrear esse link, pois o Google n\u00e3o pode reconhecer esse par\u00e2metro UTM.<\/p>\n\n\n<h3 class=\"wp-block-heading\">Desenvolva Uma Conven\u00e7\u00e3o de Nomes Consistente<\/h3>\n\n\n<p>Suponha que voc\u00ea esteja tentando reunir dados sobre como os <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/call-to-action-examples\/\" rel=\"noopener\">bot\u00f5es de CTA<\/a> est\u00e3o se saindo em seu site. Para que os dados sejam agrupados corretamente, \u00e9 necess\u00e1rio que cada link UTM adicionado a um CTA siga uma conven\u00e7\u00e3o de nomenclatura padronizada.<\/p>\n\n\n<p>Se algu\u00e9m nomear como \u201cutm_source=ctabutton\u201d e outra pessoa usar \u201cutm_source=cta_button\u201d, voc\u00ea ter\u00e1 dificuldade para mesclar os dados e fazer sentido deles.<\/p>\n\n\n<p>Para evitar isso, estabele\u00e7a uma abordagem padronizada para nomear seus par\u00e2metros UTM para garantir consist\u00eancia e precis\u00e3o nos seus dados.<\/p>\n\n\n<p>Por exemplo, decida se vai usar &#8220;email&#8221; ou &#8220;newsletter&#8221; para o par\u00e2metro \u201cutm_medium\u201d e aplique-o uniformemente em todas as campanhas. A consist\u00eancia impede a fragmenta\u00e7\u00e3o dos dados e ajuda numa an\u00e1lise mais direta.<\/p>\n\n\n<h3 class=\"wp-block-heading\">Use um Construtor de Par\u00e2metros UTM<\/h3>\n\n\n<p>J\u00e1 falamos sobre o uso do Construtor de URL de Campanha do Google. Outras ferramentas semelhantes como <a target=\"_blank\" href=\"http:\/\/utmbuilder.net\" rel=\"noopener\">utmbuilder.net<\/a> e <a target=\"_blank\" href=\"http:\/\/utmbuilder.com\" rel=\"noopener\">utmbuilder.com<\/a> ajudam voc\u00ea a criar URLs com par\u00e2metros UTM de forma eficiente.<\/p>\n\n\n<p>Embora n\u00e3o seja necess\u00e1rio usar essas ferramentas, elas ajudam a manter a consist\u00eancia e garantir que n\u00e3o haja erros nos links UTM criados.<\/p>\n\n\n<h3 class=\"wp-block-heading\">Mantenha um Documento de Rastreamento Centralizado<\/h3>\n\n\n<p>Mantenha uma planilha ou banco de dados compartilhado onde todos os URLs etiquetados com UTM sejam registrados. Inclua detalhes como o nome da campanha, par\u00e2metros utilizados, data de cria\u00e7\u00e3o e o membro da equipe respons\u00e1vel.<\/p>\n\n\n<p>Aqui est\u00e1 um exemplo do tipo de planilha que voc\u00ea pode criar.<\/p>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"581\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/11_example_utm_campaign_spreadsheet.webp\" alt=\"planilha de campanha UTM de exemplo\" class=\"wp-image-64553 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/11_example_utm_campaign_spreadsheet.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/11_example_utm_campaign_spreadsheet-300x109.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/11_example_utm_campaign_spreadsheet-1024x372.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/11_example_utm_campaign_spreadsheet-768x279.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/11_example_utm_campaign_spreadsheet-1536x558.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/11_example_utm_campaign_spreadsheet-600x218.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/11_example_utm_campaign_spreadsheet-1200x436.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/11_example_utm_campaign_spreadsheet-730x265.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/11_example_utm_campaign_spreadsheet-1460x530.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/11_example_utm_campaign_spreadsheet-784x285.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/11_example_utm_campaign_spreadsheet-1568x569.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/11_example_utm_campaign_spreadsheet-877x318.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/581;\" \/><\/figure>\n\n\n<p>V\u00e1 al\u00e9m e crie menus suspensos para cada um dos par\u00e2metros UTM para que sua equipe possa escolher apenas entre os par\u00e2metros padronizados em vez de usar par\u00e2metros personalizados para cada campanha.<\/p>\n\n\n<h3 class=\"wp-block-heading\">Teste Seus Links Com Tags UTM Antes do Lan\u00e7amento<\/h3>\n\n\n<p>Antes de lan\u00e7ar suas campanhas, teste minuciosamente todos os links com etiquetas UTM para garantir que eles direcionem os usu\u00e1rios \u00e0s p\u00e1ginas de destino corretas e que os par\u00e2metros sejam capturados com precis\u00e3o na sua plataforma de an\u00e1lise. Voc\u00ea n\u00e3o quer URLs UTM mal configuradas circulando enquanto espera que os dados apare\u00e7am.<\/p>\n\n\n<h3 class=\"wp-block-heading\">Evite Usar Par\u00e2metros UTM para Links Internos<\/h3>\n\n\n<p>Os par\u00e2metros UTM s\u00e3o projetados para rastrear fontes de tr\u00e1fego <em>externas<\/em>.<\/p>\n\n\n<p>Aplic\u00e1-las a links internos pode interromper o rastreamento de sess\u00f5es, exibir dados imprecisos e sobrescrever dados se um visitante clicar em diferentes links enquanto navega pelo seu conte\u00fado.<\/p>\n\n\n<p>Utilize m\u00e9todos alternativos, como <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/ga4-events\/\" rel=\"noopener\">rastreamento de eventos<\/a>, para monitorar o desempenho de links internos.<\/p>\n\n\n<h3 class=\"wp-block-heading\">Encurte URLs Longas para uma Melhor Experi\u00eancia do Usu\u00e1rio<\/h3>\n\n\n<p>URLs longas com m\u00faltiplos par\u00e2metros UTM podem parecer confusas e podem desencorajar os usu\u00e1rios a clicarem.<\/p>\n\n\n<p>Servi\u00e7os de encurtamento de URL como <a target=\"_blank\" href=\"https:\/\/www.shorturl.at\/\" rel=\"noopener\">Short URL<\/a>, <a target=\"_blank\" href=\"https:\/\/bitly.com\/pages\/products\/url-shortener\" rel=\"noopener\">Bitly<\/a> e muitos outros ajudam voc\u00ea a criar links mais limpos e amig\u00e1veis sem perder a capacidade de rastreamento.<\/p>\n\n\n<p>Lembra do link UTM DreamHost que criamos?<\/p>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"919\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/12_shorten_lengthy_urls.webp\" alt=\"Interface de encurtador de URL mostrando um URL de campanha longo convertido para shorturl.at\/3rSQ8, com op\u00e7\u00f5es para copiar e rastrear cliques\" class=\"wp-image-64554 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/12_shorten_lengthy_urls.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/12_shorten_lengthy_urls-300x172.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/12_shorten_lengthy_urls-1024x588.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/12_shorten_lengthy_urls-768x441.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/12_shorten_lengthy_urls-1536x882.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/12_shorten_lengthy_urls-600x345.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/12_shorten_lengthy_urls-1200x689.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/12_shorten_lengthy_urls-730x419.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/12_shorten_lengthy_urls-1460x839.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/12_shorten_lengthy_urls-784x450.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/12_shorten_lengthy_urls-1568x901.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2025\/02\/12_shorten_lengthy_urls-877x504.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/919;\" \/><\/figure>\n\n\n<p>\u00c9 assim que parece quando abreviado.<\/p>\n\n\n<h2 id=\"h2_start-small-win-big-with-utm-links\" class=\"wp-block-heading\">Comece Pequeno, Ganhe Grande com Links UTM<\/h2>\n\n\n<p>Implementar UTMs \u00e9 um jogo de longo prazo. N\u00e3o se preocupe; voc\u00ea n\u00e3o precisa come\u00e7ar a etiquetar <em>cada<\/em> link individualmente amanh\u00e3.<\/p>\n\n\n<p>Mas \u00e9 uma das formas mais acess\u00edveis de melhorar seu marketing, passando de suposi\u00e7\u00f5es e intui\u00e7\u00f5es para uma estrat\u00e9gia baseada em dados.<\/p>\n\n\n<p><strong>Ent\u00e3o, aqui est\u00e3o os seus pr\u00f3ximos passos imediatos:<\/strong><\/p>\n\n\n<ol class=\"wp-block-list\">\n<li>Escolha o seu canal de tr\u00e1fego mais movimentado.<\/li>\n\n\n\n<li>Crie links UTM para o conte\u00fado da pr\u00f3xima semana.<\/li>\n\n\n\n<li>Observe suas an\u00e1lises indicarem exatamente o que est\u00e1 gerando resultados.<\/li>\n\n\n\n<li>Repita o processo com o pr\u00f3ximo canal.<\/li>\n\n\n<\/ol>\n\n\n<p>Toda estrat\u00e9gia de marketing bem-sucedida \u00e9 constru\u00edda sobre dados s\u00f3lidos \u2014 e os UTMs fornecem esses dados.<\/p>\n\n\n<div class=\"article-newsletter article-newsletter--gradient\">\n\n\n<h2>Get Content Delivered Straight to Your Inbox<\/h2><p>Subscribe now to receive all the latest updates, delivered directly to your inbox.<\/p><form class=\"nwsl-form\" id=\"newsletter_block_\" novalidate><div class=\"messages\"><\/div><div class=\"form-group\"><label for=\"input_newsletter_block_\"><input type=\"email\"name=\"email\"id=\"input_newsletter_block_\"placeholder=\"Enter your email address\"novalidatedisabled=\"disabled\"\/><\/label><button type=\"submit\"class=\"btn btn--brand\"disabled=\"disabled\"><span>Sign Me Up!<\/span><svg width=\"21\" height=\"14\" viewBox=\"0 0 21 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M13.8523 0.42524L12.9323 1.34521C12.7095 1.56801 12.7132 1.9304 12.9404 2.14865L16.7241 5.7823H0.5625C0.251859 5.7823 0 6.03416 0 6.3448V7.6573C0 7.96794 0.251859 8.2198 0.5625 8.2198H16.7241L12.9405 11.8535C12.7132 12.0717 12.7095 12.4341 12.9323 12.6569L13.8523 13.5769C14.072 13.7965 14.4281 13.7965 14.6478 13.5769L20.8259 7.39879C21.0456 7.17913 21.0456 6.82298 20.8259 6.60327L14.6477 0.42524C14.4281 0.205584 14.0719 0.205584 13.8523 0.42524Z\" fill=\"white\"\/>\n<\/svg>\n<\/button><\/div><\/form><\/div>","protected":false},"excerpt":{"rendered":"<p>N\u00e3o deixe o tr\u00e1fego valioso passar sem rastreamento. Aprenda como os par\u00e2metros UTM podem ajudar os propriet\u00e1rios de pequenas empresas a monitorar fontes de tr\u00e1fego e otimizar campanhas de marketing.<\/p>\n","protected":false},"author":1059,"featured_media":64542,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_metadesc":"N\u00e3o deixe o tr\u00e1fego valioso passar despercebido. Aprenda como os par\u00e2metros UTM podem ajudar propriet\u00e1rios de pequenas empresas a monitorar as fontes de tr\u00e1fego e otimizar campanhas de marketing.","toc_headlines":"[[\"h-understanding-utm-parameters\",\"Entendendo os Par\u00e2metros UTM\"],[\"h2_how-to-set-up-utm-parameters-a-step-by-step-guide\",\"Como Configurar Par\u00e2metros UTM: Um Guia Passo a Passo\"],[\"h2_how-to-analyze-and-make-sense-of-utm-data\",\"Como Analisar e Entender os Dados UTM\"],[\"h2_pro-tips-for-effective-utm-parameter-management\",\"Dicas Profissionais para Gerenciamento Eficaz de Par\u00e2metros UTM\"],[\"h2_start-small-win-big-with-utm-links\",\"Comece Pequeno, Ganhe Grande com Links UTM\"]]","hide_toc":false,"footnotes":""},"categories":[14389],"tags":[],"class_list":["post-71929","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-pt"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.3 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Par\u00e2metros UTM: O GPS Para O Seu Tr\u00e1fego De Marketing - DreamHost Blog<\/title>\n<meta name=\"description\" content=\"N\u00e3o deixe o tr\u00e1fego valioso passar despercebido. 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