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Showing posts from June, 2025

Understanding UTM Campaigns in Internet Marketing: The Landcycle Approach

In the world of internet marketing, tracking the effectiveness of your campaigns is crucial, if you don't want to be wasting money that is! UTM (Urchin Tracking Module) parameters are a simple yet powerful way to measure where your website traffic is coming from and how users interact with your content. At Landcycle , we leverage UTM campaigns to gain actionable insights and optimise our marketing strategies. What Are UTM Parameters? UTM parameters are tags you add to the end of a URL. When someone clicks a link with UTM parameters, the data is sent to your analytics platform (like Google Analytics), allowing you to see detailed information about your traffic sources. utm_source : Identifies the source of your traffic (e.g., google, facebook, newsletter). utm_medium : Specifies the marketing medium (e.g., cpc, email, banner). utm_campaign : Names the specific campaign (e.g., spring_sale_2025). utm_content : Differentiates similar content or links within the same ...

UPRNs and HM Land Registry address strings - what's the difference?

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  When working with UK property data, it's essential to understand the distinction between two key identifiers: the   UPRN   and the   Land Registry address string . While both relate to locations and properties, they serve different purposes and behave in very different ways. What is a UPRN? A  UPRN  (Unique Property Reference Number) is a  12-digit numeric identifier  assigned to every addressable location in Great Britain. Managed by Ordnance Survey, the UPRN remains consistent over time and provides a stable reference point for linking datasets across systems. Key features: Nationally unique and persistent Covers all property types — residential, commercial, land, and even utility installations Does not change even if the property's address or name changes Used extensively by government and commercial systems for data integration Refers to a latitude and longitude point data Example:   100021064175  To find a UPRN UK web users can vi...