Urchin Tracking Module (UTM) is a tracking code you add to the end of a URL/link to track analytics through digital analytics software – for example, Google Analytics.
UTM tags can be handy for understanding which marketing efforts are most effective.
Example of UTM tag:
The code consists of five different parameters:
- Source – Facebook, Twitter, blog, newsletter
- Medium – organic social, paid social, email
- Campaign – Christmas Sale, Free Trial
- Term – paid keywords or key phrases, like Website Design Toronto
- Content – video ad, photo ad
Google says the first three parameters – ‘source’, ‘medium’, and ‘campaign’ are required. The ‘term’ and ‘content’ are optional and provide added context for you.
So, always use utm_source, utm_medium, and utm_campaign when adding parameters to your URLs.
You can use UTM tags to track both online and offline marketing campaigns. For example, add them to:
- QR Codes
- Social Media Ads
- Influencer Ads
- Email marketing
- Affiliate links
Google and Facebook let you add UTM tags automatically, but sometimes you need to do it manually. Here is a tool to generate your UTM tags.