{"id":41215,"date":"2025-05-14T18:03:16","date_gmt":"2025-05-14T15:03:16","guid":{"rendered":"https:\/\/blog.markergroupe.com\/?p=41215"},"modified":"2025-05-15T09:18:50","modified_gmt":"2025-05-15T06:18:50","slug":"utm-nedir-ve-neden-kullanilir","status":"publish","type":"post","link":"https:\/\/blog.markergroupe.com\/tr\/utm-nedir-ve-neden-kullanilir\/","title":{"rendered":"UTM Nedir ve Neden Kullan\u0131l\u0131r?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u0130\u00e7indekiler<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.markergroupe.com\/tr\/utm-nedir-ve-neden-kullanilir\/#UTM_Nedir\" >UTM Nedir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.markergroupe.com\/tr\/utm-nedir-ve-neden-kullanilir\/#UTM_Neden_Kullanilir\" >UTM Neden Kullan\u0131l\u0131r?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.markergroupe.com\/tr\/utm-nedir-ve-neden-kullanilir\/#UTM_Parametreleri_Nasil_Olusturulur\" >UTM Parametreleri Nas\u0131l Olu\u015fturulur?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.markergroupe.com\/tr\/utm-nedir-ve-neden-kullanilir\/#UTM_Kullanirken_Dikkat_Edilmesi_Gerekenler\" >UTM Kullan\u0131rken Dikkat Edilmesi Gerekenler<\/a><\/li><\/ul><\/nav><\/div>\n\n<p><strong>Dijital pazarlama d\u00fcnyas\u0131nda kampanyalar\u0131n performans\u0131n\u0131 \u00f6l\u00e7mek ve trafik kaynaklar\u0131n\u0131 do\u011fru analiz etmek kritik \u00f6nem ta\u015f\u0131r. \u0130\u015fte tam bu noktada&nbsp;UTM parametreleri&nbsp;devreye girer. Peki UTM nedir, nas\u0131l \u00e7al\u0131\u015f\u0131r ve neden kullan\u0131lmal\u0131d\u0131r? Gelin, bu sorular\u0131 birlikte yan\u0131tlayal\u0131m.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"utm-nedir\"><span class=\"ez-toc-section\" id=\"UTM_Nedir\"><\/span><strong>UTM Nedir?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>UTM <\/strong>(Urchin Tracking Module), web sitenize gelen trafi\u011fin kayna\u011f\u0131n\u0131, kampanya detaylar\u0131n\u0131 ve etkile\u015fim kanallar\u0131n\u0131 izlemek i\u00e7in URL\u2019lere eklenen parametrelerdir. Google\u2019\u0131n sat\u0131n ald\u0131\u011f\u0131&nbsp;<em>Urchin<\/em>&nbsp;yaz\u0131l\u0131m\u0131ndan t\u00fcretilen bu sistem, bug\u00fcn&nbsp;<strong>Google Analytics<\/strong>&nbsp;ile entegre \u00e7al\u0131\u015farak pazarlama faaliyetlerinizin performans\u0131n\u0131 detayl\u0131 \u015fekilde raporlaman\u0131za olanak tan\u0131r.<\/p>\n\n\n\n<p><strong>UTM <\/strong>parametreleri, standart bir URL\u2019nin sonuna eklenen k\u00fc\u00e7\u00fck kod par\u00e7ac\u0131klar\u0131d\u0131r. \u00d6rne\u011fin: <br>https:\/\/www.arifogluonline.com\/?utm_source=facebook&amp;utm_medium=sosyal_medya&amp;utm_campaign=yazkampanyas\u0131<\/p>\n\n\n\n<p>Bu kodlar, kullan\u0131c\u0131lar\u0131n hangi kaynaktan (Facebook, e-posta, reklam vb.) geldi\u011fini, hangi kampanyan\u0131n etkili oldu\u011funu ve hangi i\u00e7eri\u011fin t\u0131klama ald\u0131\u011f\u0131n\u0131 takip etmenizi sa\u011flar.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2025\/05\/UTM-Nedir-ve-Neden-Kullanilir-1-1024x1024.webp\" alt=\"\" class=\"wp-image-41224\" style=\"width:544px;height:auto\" title=\"\" srcset=\"https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2025\/05\/UTM-Nedir-ve-Neden-Kullanilir-1-1024x1024.webp 1024w, https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2025\/05\/UTM-Nedir-ve-Neden-Kullanilir-1-300x300.webp 300w, https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2025\/05\/UTM-Nedir-ve-Neden-Kullanilir-1-150x150.webp 150w, https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2025\/05\/UTM-Nedir-ve-Neden-Kullanilir-1-768x768.webp 768w, https:\/\/blog.markergroupe.com\/wp-content\/uploads\/2025\/05\/UTM-Nedir-ve-Neden-Kullanilir-1.webp 1120w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"utm-neden-kullanilir\"><span class=\"ez-toc-section\" id=\"UTM_Neden_Kullanilir\"><\/span><strong>UTM Neden Kullan\u0131l\u0131r?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>UTM\u2019nin en temel amac\u0131,&nbsp;<strong>trafik kaynaklar\u0131n\u0131 do\u011fru s\u0131n\u0131fland\u0131rmak<\/strong>&nbsp;ve pazarlama \u00e7abalar\u0131n\u0131z\u0131n ROI\u2019sini (Yat\u0131r\u0131m Getirisi) \u00f6l\u00e7mektir. \u0130\u015fte UTM kullanman\u0131z i\u00e7in 5 \u00f6nemli neden:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Kampanya Performans\u0131n\u0131 Analiz Etmek<\/strong><br>Hangi reklam\u0131n, e-postan\u0131n veya sosyal medya payla\u015f\u0131m\u0131n\u0131n daha fazla trafik veya d\u00f6n\u00fc\u015f\u00fcm getirdi\u011fini <strong>UTM <\/strong>ile net \u015fekilde g\u00f6rebilirsiniz.<\/li>\n\n\n\n<li><strong>Hedef Kitle Davran\u0131\u015flar\u0131n\u0131 Anlamak<\/strong><br>Trafi\u011fin kayna\u011f\u0131na (utm_source) ve mecraya (utm_medium) g\u00f6re kullan\u0131c\u0131lar\u0131n tercihlerini analiz ederek stratejinizi optimize edebilirsiniz.<\/li>\n\n\n\n<li><strong>Maliyet Etkin Optimizasyon<\/strong><br>Hangi kanallar\u0131n daha az maliyetle daha fazla sonu\u00e7 verdi\u011fini g\u00f6rerek b\u00fct\u00e7enizi do\u011fru y\u00f6nlendirebilirsiniz.<\/li>\n\n\n\n<li><strong>\u0130\u00e7erik Stratejisine Y\u00f6n Vermek<\/strong><br>Belirli bir i\u00e7erikle (utm_content) ili\u015fkilendirilen t\u0131klamalar\u0131 takip ederek hangi ba\u015fl\u0131k veya g\u00f6rsellerin daha \u00e7ok ilgi \u00e7ekti\u011fini anlayabilirsiniz.<\/li>\n\n\n\n<li><strong>Raporlamada Tutarl\u0131l\u0131k<\/strong><br>T\u00fcm ekip \u00fcyeleri ayn\u0131 <strong>UTM <\/strong>parametrelerini kullanarak verileri standartla\u015ft\u0131r\u0131r ve kar\u015f\u0131la\u015ft\u0131r\u0131labilir hale getirir.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"utm-parametreleri-nasil-olusturulur\"><span class=\"ez-toc-section\" id=\"UTM_Parametreleri_Nasil_Olusturulur\"><\/span><strong>UTM Parametreleri Nas\u0131l Olu\u015fturulur?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>UTM\u2019de <\/strong>5 temel parametre bulunur:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>utm_source<\/strong>: Trafi\u011fin kayna\u011f\u0131 (\u00d6rnek: google, facebook, newsletter).<\/li>\n\n\n\n<li><strong>utm_medium<\/strong>: Trafi\u011fin mecras\u0131 (\u00d6rnek: cpc, sosyal_medya, e-posta).<\/li>\n\n\n\n<li><strong>utm_campaign<\/strong>: Kampanya ad\u0131 (\u00d6rnek: yaz_indirimi_2025).<\/li>\n\n\n\n<li><strong>utm_term<\/strong>: Arama reklamlar\u0131nda kullan\u0131lan anahtar kelime (\u00d6rnek: seo_hizmeti).<\/li>\n\n\n\n<li><strong>utm_content<\/strong>: A\/B testlerinde i\u00e7erik varyasyonunu ay\u0131rt etmek i\u00e7in (\u00d6rnek: k\u0131rm\u0131z\u0131_buton).<\/li>\n<\/ul>\n\n\n\n<p>Bu parametreleri elle eklemek yerine, Google\u2019\u0131n \u00fccretsiz arac\u0131&nbsp;<strong>Campaign URL Builder<\/strong>\u2019\u0131 kullanarak kolayca <strong>UTM\u2019li <\/strong>URL olu\u015fturabilirsiniz.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"utm-kullanirken-dikkat-edilmesi-gerekenler\"><span class=\"ez-toc-section\" id=\"UTM_Kullanirken_Dikkat_Edilmesi_Gerekenler\"><\/span><strong>UTM Kullan\u0131rken Dikkat Edilmesi Gerekenler<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>URL K\u0131saltma:<\/strong>&nbsp;Uzun URL\u2019leri Bitly veya Rebrandly gibi ara\u00e7larla k\u0131saltarak daha temiz g\u00f6r\u00fcn\u00fcm sa\u011flay\u0131n.<br><strong>Tutarl\u0131l\u0131k:<\/strong>&nbsp;Parametrelerde ayn\u0131 isimlendirme kurallar\u0131n\u0131 kullan\u0131n.<br><strong>Anlaml\u0131 \u0130simler:<\/strong>&nbsp;\u201ckampanya1\u201d yerine \u201c2023_urun_lansmani\u201d gibi a\u00e7\u0131klay\u0131c\u0131 etiketler tercih edin.<br><strong>K\u00fc\u00e7\u00fck Harf Kullan\u0131m\u0131:<\/strong>&nbsp;B\u00fcy\u00fck-k\u00fc\u00e7\u00fck harf kar\u0131\u015f\u0131mlar\u0131 veri tutars\u0131zl\u0131\u011f\u0131na yol a\u00e7abilir.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>UTM <\/strong>kodlar\u0131, dijital pazarlamada veri odakl\u0131 kararlar almak i\u00e7in vazge\u00e7ilmez ara\u00e7lard\u0131r. Do\u011fru parametrelerle olu\u015fturulan <strong>UTM\u2019ler<\/strong>, yat\u0131r\u0131m getirinizi art\u0131rman\u0131za, kampanyalar\u0131n\u0131z\u0131 optimize etmenize ve raporlama s\u00fcre\u00e7lerinizi standardize etmenize yard\u0131mc\u0131 olur. <\/p>\n\n\n\n<p><strong><em>Marker Groupe\u2019un geli\u015ftirme hizmetleri hakk\u0131nda bilgi edinmek i\u00e7in bizimle&nbsp;<a href=\"https:\/\/www.markergroupe.com\/tr\/iletisim\">MarkerGroupe.com<\/a>&nbsp;web sitesi veya hello@markergroupe.com e-posta adresi \u00fczerinden ileti\u015fime ge\u00e7ebilirsiniz.<\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dijital pazarlama d\u00fcnyas\u0131nda kampanyalar\u0131n performans\u0131n\u0131 \u00f6l\u00e7mek ve trafik kaynaklar\u0131n\u0131 do\u011fru analiz etmek kritik \u00f6nem ta\u015f\u0131r. \u0130\u015fte tam bu noktada&nbsp;UTM parametreleri&nbsp;devreye girer. Peki UTM nedir, nas\u0131l \u00e7al\u0131\u015f\u0131r ve neden kullan\u0131lmal\u0131d\u0131r? Gelin, bu sorular\u0131 birlikte yan\u0131tlayal\u0131m. UTM Nedir? UTM (Urchin Tracking Module), web sitenize gelen trafi\u011fin kayna\u011f\u0131n\u0131, kampanya detaylar\u0131n\u0131 ve etkile\u015fim kanallar\u0131n\u0131 izlemek i\u00e7in URL\u2019lere eklenen parametrelerdir. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":41224,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_gspb_post_css":"","footnotes":""},"categories":[1489],"tags":[1495,2457,2353,1493,2458],"class_list":["post-41215","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dijital-pazarlama","tag-dijital-pazarlama","tag-dijital-performans","tag-ga4","tag-performans-pazarlama","tag-utm"],"blocksy_meta":[],"_links":{"self":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/41215","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/comments?post=41215"}],"version-history":[{"count":0,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/posts\/41215\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media\/41224"}],"wp:attachment":[{"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/media?parent=41215"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/categories?post=41215"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.markergroupe.com\/tr\/wp-json\/wp\/v2\/tags?post=41215"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}