What is a UTM Code?

​​A UTM code, also known as a UTM parameter or UTM tag, is a string of text added to a URL to track and analyze the effectiveness of marketing campaigns and the source of website traffic.

A typical UTM code consists of parameters appended to the end of a URL using specific query string parameters. These parameters provide information about the source, medium, campaign, term, and content of a URL. 

What does UTM stand for?

UTM stands for Urchin Tracking Module and was originally developed by Urchin Software Corporation (later acquired by Google) to help website owners understand the origin of their website traffic. It is widely used in digital marketing to track the performance of various marketing channels, campaigns, and content.

What does a UTM Code track?

A UTM code tracks various aspects of a website’s traffic and marketing campaigns. When a user clicks on a URL with UTM parameters, the information is captured and can provide insights into:

1. Source: The UTM code tracks the specific source or platform where the URL was shared. It tells you which website, search engine, social media platform, email campaign, or other sources are driving traffic to your website.
2. Medium: The UTM code tracks the marketing medium or channel through which the URL was shared. It helps you understand if the traffic is coming from organic search, paid search ads, email marketing, social media posts, display advertising, or other mediums.
3. Campaign: The UTM code tracks the specific marketing campaign or promotion associated with the URL. It allows you to differentiate the performance of different campaigns running simultaneously and measure their effectiveness.
4. Term: The UTM code tracks the specific keyword or term associated with an ad or link in paid search campaigns. It provides insights into which keywords are driving traffic and conversions.
5. Content: The UTM code tracks different versions or elements of a specific campaign. It allows you to compare and analyze the performance of different content variations, placements, or calls-to-action within the same campaign.

By tracking these parameters, UTM codes provide valuable data and insights into the effectiveness of marketing campaigns, sources of website traffic, and the behavior of visitors coming from different channels. 

This data helps marketers measure the ROI of their marketing efforts, identify high-performing channels or campaigns, and optimize their marketing strategies to drive more targeted and effective traffic to their website.

How to create a UTM Code?

To create a UTM code, you can follow these steps:

1. Identify the URL: Start by identifying the URL that you want to track. This could be a landing page, a specific blog post, or any other webpage that you want to monitor.
2. Use a URL builder: There are several free online URL builders available that can help you create UTM codes. Some popular options include Google Analytics URL Builder, Campaign URL Builder by HubSpot, and UTM.io.
3. Enter the relevant information: In the URL builder, you’ll typically find fields to enter the parameters of the UTM code. Here’s what each parameter represents:
   • Source (utm_source): Enter the specific source or platform where the URL will be shared. For example, if you are sharing the URL on Facebook, enter “Facebook” as the source.
   • Medium (utm_medium): Specify the marketing medium or channel. For instance, if you’re sharing the URL through an email campaign, you can use “email” as the medium.
   • Campaign (utm_campaign): Provide a name for the specific marketing campaign or promotion associated with the URL. It could be the name of a product launch, a seasonal campaign, or any other relevant identifier.
   • Term (utm_term) [optional]: If you’re running paid search campaigns and want to track the keywords associated with the URL, enter the specific keyword or term.
   • Content (utm_content) [optional]: If you want to differentiate different content variations or placements within the same campaign, you can enter a description or identifier for this parameter.
4. Generate the UTM code: Once you’ve entered the relevant information in the URL builder, it will generate a UTM code for you. This code is a string of text that includes the URL with appended UTM parameters.
5. Use the UTM code: Copy the generated UTM code and use it in your marketing efforts. You can include the UTM code in email campaigns, social media posts, display ads, or any other channels you want to track.
6. Track and analyze: Implement a web analytics tool, such as Google Analytics, to track and analyze the data collected from the UTM codes. It will provide insights into the effectiveness of your marketing campaigns and the sources of your website traffic.

What are some benefits of UTM Codes?

There are several benefits to using UTM codes in marketing campaigns. Some of these benefits include:

1. Better tracking: UTM codes allow marketers to track the success of their campaigns more accurately. They give insights into which marketing efforts are driving traffic to a website and the behavior of visitors coming from different channels. 
2. Improved analysis and reporting: The data collected from UTM codes can be used to create comprehensive reports on campaign performance and provide insights that drive data-driven decisions.
3. A/B testing: UTM parameters can be used to test different versions of marketing campaigns, making A/B testing simpler and more accurate.
4. Identifying effective marketing practices: Detailed tracking and analysis with UTM codes can help identify which marketing strategies and methods are the most effective in driving traffic to a website.
5. Better measurement of marketing ROI: UTM codes help marketers better understand the ROI of different marketing efforts and make more informed decisions on where and how to invest their marketing budgets.