Decoding UTM and What It Can Do for You

header handskeyboardEver noticed that some URLs you click seem to have a lot of extra letters and symbols at the end? You may be looking at Urchin Tracking Module (UTM) tags, something we can all use to gain insight into the traffic coming to our websites. UTM tagging is simple to implement and hopefully this brief overview will inspire you to learn more and to give it a try.

UTM Tags Defined

UTM tags are pieces of code you attach to the end of a URL to provide you with information about where traffic to your web content coming from. The data is collected in your Google Analytics, allowing you to better understand the sources of traffic to your website.

Here are the five things you can track with UTM codes:

  1. Campaign: Groups all of the content from one campaign in your analytics.
    Ex: utm_campaign=20percentpromocode
  2. Source: Which website is sending you traffic.
    Ex: utm_source=Facebook
  3. Medium: The type of marketing medium that the link is featured in.
    Ex: utm_medium=socialmedia
  4. Content: Used to track the different types of content that point to the same URL from the same campaign, source, and medium codes. Often used in PPC or with two identical links on the same page.
    Ex: utm_content=sidebarlink or utm_content=headerlink
  5. Term: Used to identify the keywords you’ve paid for in a PPC ad.
    Ex: utm_term=marketing+software

Getting Started

To learn more, read Google’s Custom Campaigns support. When you are ready to give it a try, Google has a great form that will do the coding work for you.