What are UTM Parameters?

UTM parameters are simple snippets of code that you add to the end of a URL to track the performance of campaigns and content. UTM stands for Urchin Tracking Module. The name comes from Urchin Tracker, a web analytics software that served as the base for Google Analytics.

A UTM code consists of two components:

  • UTM Parameters: These always start with utm_. There are five standard parameters you can track: utm_source, utm_medium, utm_campaign, utm_content, and utm_term.
  • Tracking Variable: This is a unique variable to identify the dimension being tracked, such as the name of the traffic source. It follows the ”=” sign.

Here’s an example of what a UTM code looks like:

https://utmbuilder.cc/what-is-utm/?utm_source=google

In this example, the part after the ’?’ is the UTM code, which tracks the source of the traffic to the page.

What Can You Track with UTM Parameters?

There are five different UTM parameters that you can use:

  • Source: Use the utm_source parameter to track where the traffic originated from. This could be a search engine (e.g., Google, Bing), a social media platform (e.g., Facebook, Twitter), or an email list.
    • Example: &utm_source=twitter
  • Medium: The utm_medium parameter tracks the type of traffic. This could be CPC (cost-per-click), email, social, referral, or display.
    • Example: &utm_medium=cpc
  • Campaign: The utm_campaign parameter allows you to track the performance of a specific campaign. This could be a Facebook ad campaign, a Google Ads campaign, or an email campaign.
    • Example: &utm_campaign=example-campaign
  • Content: Use utm_content to differentiate between different pieces of content within the same campaign. For example, if you have two different calls to action in one piece of content, you can use this tag to see which one is more effective.
    • Example: &utm_content=salary-alert-1-viewcompany-national
  • Term: The utm_term parameter is used to identify the keywords you’re targeting in a paid campaign.
    • Example: &utm_term=social_media

Where to Use UTM Parameters

UTM parameters can be used in various digital marketing channels:

  • Social Media: Track which social media posts or ads drive the most traffic to your website.
  • Email Marketing: Track which emails are performing well and which links within your emails are being clicked most frequently.
  • PPC (Pay-Per-Click) Advertising: Differentiate between various ad creatives, keywords, and campaigns.
  • Content Syndication and Partnerships: Track the effectiveness of content partnerships and syndication efforts.
  • Local SEO: Understand which local listings or efforts are the most effective.
  • Influencer or Affiliate Marketing: Measure the traffic, conversions, and revenue generated from individual creators or publications.

Benefits of Using UTM Parameters

  • Measure Marketing Effectiveness: UTM codes allow marketers to track the effectiveness of their digital marketing.
  • Gain Customer Behavior Insights: UTM codes provide valuable insights into customer behavior and help identify which channels are most effective in generating traffic.
  • Optimize Marketing Strategies: The traffic and conversion information obtained through UTM codes can be used to optimize marketing strategies and allocate budget more effectively.
  • Improve Decision Making: UTM parameters empower you to track the results from your marketing efforts with more precision.
  • Find the Right Ad Placement: UTM parameters can help you find out which websites and ad locations are bringing in the most traffic and leading to the most conversions.

By implementing UTM parameters in your marketing efforts, you can gain a deeper understanding of your audience, optimize your campaigns, and ultimately drive better results.