Your website’s traffic is growing, but where is this website traffic coming from? Knowing where it’s originating can be tricky. That’s where UTM parameters come in handy.
UTM codes are simple bits of text added to a URL. You can use them to keep track of the performance of your marketing efforts. Want to see which part of your marketing strategy worked best? Was it the email, social post, or ad that brought in the most traffic? UTM codes can tell you that.
Do you want to know more about UTM codes? This blog post will take you through all the specifics about them. It will explain what they are, UTM building, and why they are vital for the success of your marketing campaign.
What are UTM Parameters?
UTM codes are small text fragments included in a URL. They tell you about the origin of the website traffic and what users do when they land on it.
Though UTM codes are simple, they can give you deep insights into your digital analytics. Track five standard variations of UTM parameters: source, campaign medium, campaign, term, and content. Dimensions measured with UTM codes are displayed in your Google Analytics reports to provide you with a better understanding of website performance and the effectiveness of your marketing strategy. Ensure the correct setup of your Google Analytics account for reliable tracking.
Though UTM stands for “Urchin Tracking Module,” some in the digital marketing field still call it “Urchin Traffic Monitor.” No matter what you call it, the name originates from Urchin Tracker, an online analytics tool derived from Google Analytics.
Here is a UTM code: http://yourwebsite.com/your-post-title/-utm_source=google
The UTM code is the section that starts after ‘?’. As expected, this code logs the source of page traffic. The following components make up the UTM tagging code.
- UTM parameters: All these UTM parameters start with ‘utm. You can keep track of these five common UTM parameters: utm_source, utm_medium, utm_campaign, utm_content, and utm_term.
- The tracking variable: This special variable pinpoints the dimension under observation, such as the name of the traffic source. The “=” symbol comes first, followed by this variable. The variable only allows numbers, characters, hyphens, ‘+’ symbols, and periods.
Though source, medium, and campaign are the most commonly utilized UTM parameters for data tracking, UTM code parameters can be large and complicated.
Consider this Inbound.org UTM link that a user clicked from a Facebook post: httpp://inbound.org/article/is-linkedin-killing-slideshare?utm_medum=pag.kym.campzign=facebook-war.dwide-loggedinuserss
This UTM code sample tracks various data, including traffic sources and campaigns.
Inserting the UTM tracker doesn’t change the page itself. The page loads normally once you remove the UTM code from the URL.
Why are UTM parameters important?
Are you unable to figure out which of your marketing efforts is attracting the most visitors? UTM codes solve this problem. They show you exactly where your traffic comes from, how it arrives, and which campaign triggered the visit.
Track the referral traffic
UTM codes make it easy to track where your visitors come from. You can see which specific campaigns are getting clicks. This is especially useful for email campaigns since most web analytics can’t track email traffic accurately. UTM codes give you a clear picture of which emails, posts, or ads drive traffic.
Understand user behavior
Adding UTM tags to your URLs allows you to view how various categories of people use your site. Your strategy will vary depending on which campaigns generate the most revenue. If you see that email ads work better than social media marketing, you will put more effort into growing your email list.
Analyze content performance
UTM codes let you see which pieces of content are working best. It will be clear which blog post, ad, or email got you the most visitors or sales. This helps you choose better ads in the future and raises your return on investment (ROI).
Perform A/B tests
Want to see which version of your ad works better? Or which call to action gets more clicks? UTM codes let you do that. Monitoring your metrics allows you to understand better how your audience responds to your content, which helps make your marketing more effective.
Calculating ROI
UTM codes let you calculate your marketing channels’ return on investment. This allows you to find which platforms or advertisements generate the most traffic and conversions.
Data-driven decision-making
UTM codes provide clear data that helps you make smarter marketing and business decisions. You can spot which campaigns need fixing, adjust your ad budget, and focus on the platforms that work best.
What can you track with UTM parameters?
UTM parameters enable you to monitor the specifics of your website’s traffic. These parameters will help you clearly see from which source your traffic originates and the success of your marketing initiatives.
Here’s what each one does:
1. Traffic source
This UTM parameter tells you where your traffic is coming from. It could be Facebook, Google, or an email list. The parameter is named utm_source.
Example: &utm_source=twitter
2. Medium
The medium parameter indicates how visitors discovered your site. It could be through email, social media, or a paid ad. The parameter is written as utm_medium.
Example: &utm_medium=cpc
3. Campaign name
These UTM parameters track the performance of specific campaigns. You can see how different ads, emails, or promotions are doing. The parameter is written as utm_campaign.
Example: &utm_campaign=spring-sale
4. Content
This value indicates which of the several links you have pointing to the same page the user visited. It helps keep track of the different calls to action in emails and social media posts. The parameter is written as utm_content.
Example: &utm_content=footer-link
5. Keyword term
This UTM parameter tracks which keywords brought visitors to your site. It’s mainly used for paid search ads. The parameter is written as utm_term.
Example: &utm_term=best+running+shoes
Where to use UTM parameters
Wondering where you can use these UTM parameters? We have five places where you can use UTM parameters.
Social media
Use UTM code parameters to track clicks from social media platforms like Facebook ads. Apply different codes for posts, ads, and profile links to see which brings in the most traffic.
Email marketing
Add UTM parameters to links in your emails to understand which links drive the most traffic. Track clicks from different parts of your email marketing, like buttons and images.
PPC
Tag your PPC ads with UTM parameters to identify which banner sizes and designs perform best. Analyze your data to see which ads bring the most traffic and conversions.
Local SEO
Add UTM tags to your Google My Business links to track traffic from your local profile. This helps you boost local SEO and see how effective your GMB profile and links are.
Influencer marketing
Give influencers UTM-tagged links to track their impact. Measure how much traffic and conversions each influencer drives to optimize future campaigns.
How to create UTM Codes – UTM building
Building UTM codes is easy. Just follow these steps.
Pick your UTM parameters
Decide which UTM parts you need. You usually need the source, medium, and campaign. Use the term and content parts if you’re running a paid search campaign or have multiple ads.
Use a UTM building tool
UTM building tools can create your codes easily. Google’s Campaign URL Builder is a great option.
This is how you can use it:
- Enter the page you wish to monitor the URL.
- Complete the fields of source, medium, and campaign.
- Add the term and content fields if needed.
- The tool will create a UTM-coded URL for you to use.
Make UTM codes manually
You can also create UTM codes by hand without using UTM building tools. Add the UTM parts to the end of your URL. Use ? to start and & between each part.
For example:
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Copy code
https://www.yoursite.com/?utm_source=facebook&utm_medium=social&utm_campaign=holiday_sale
Test your UTM codes
Test your UTM codes to make sure they work. Paste the URL into your browser. The page should load, and the UTM code parts should be in the URL.
You can also check your UTM data in Google Analytics 4. This is how you can do it:
Clear your cookies
Before testing, clear your cookies. This is crucial because GA4’s Realtime report is based on user-scoped dimensions. Without clearing the cookies, you may make the GA4 assume that you’re the same person when you return.
So, how can you erase the cookies? Simply click the three dots in the upper right corner of your browser. Then, select “Delete browsing data…”
Test the UTM code
After clearing your cookies, paste the UTM-coded URL into your browser and visit the page.
Check GA4
Open GA4 in a separate browser window. Click on “Reports,” then navigate to “Realtime.” Look for the card that shows “Users by First user source” and change the dimension to “First user campaign.”
If your UTM code is correct, your campaign name will show up soon. If not, double-check your link.
Tips for using UTM parameters
UTM codes are powerful, but they only work if used properly. Let’s review a few tips to maximize their benefits.
Be consistent
Use the same naming for all your UTM codes. For example, if you use “cpc” for paid search in one campaign, use “cpc” in all others as well.
Keep it simple
Don’t add too many parts to your UTM codes. This can make your URLs long and messy. Stick to the basics and only add extra parts if needed.
Document your naming rules
Write down your UTM naming rules. Share this with your team to keep everyone consistent.
Shorten long URLs
Sharing long URLs, including UTM codes, can be challenging. Share them simply and clearly using a URL shortener such as Bitly.
Track and analyze your UTM data
Routinely review your UTM data in Google Analytics or a similar application. Analyze the data to identify areas needing development and areas performing well.
Keep track of your UTM codes
Use a shared spreadsheet to track all your UTM codes. Google Sheets works great for this. When someone creates a UTM code, they can add it to the sheet. This keeps naming consistent and avoids duplicates.
Use lowercase letters
UTM code is case-sensitive, so “email” and “Email” are seen as different values. Stick to lowercase letters for all your UTM code parameters to keep things uniform.
Capitalize your UTM codes carefully
UTM codes are case-sensitive, so be consistent with capitalization. Using all lowercase is simpler and helps avoid confusing discrepancies in your data.
Create a campaign preset for multiple posts
If you use Hootsuite Team, Business, or Enterprise plans, create a preset to save UTM codes. This way, you can quickly apply the same codes to multiple links, avoiding errors and saving time.
Don’t use spaces
Spaces in UTM tags can turn into confusing characters like “%20” in your reports. If you want your data to be clean and easy to read, only use hyphens or underlines.
Common mistakes to avoid with UTM codes
Even experienced marketers can make mistakes with UTM codes. Here are some to watch out for:
- Using UTM codes on internal links: Only use UTM codes on external links. Using them on internal links can mess up your data.
- Inconsistent naming: Inconsistent naming makes your data hard to analyze. Be consistent with your UTM codes.
- Losing UTM code parameters in redirects: Ensure UTM codes are kept when a URL redirects. If not, you’ll lose tracking data.
- Skipping UTM codes for small campaigns: Use UTM codes for every campaign, big or small. This gives you complete data on all your efforts.
Conclusion
UTM codes are a basic but effective tool for marketers. They enable you to better see what is working, strengthen your plans, and produce better outcomes.
Are you brand-new to UTM codes and want to become a pro at using UTM to support your marketing initiatives? Follow best practices, remain consistent, and monitor your data.
Even if you’re a seasoned marketer, there’s always space to improve your strategy and yield better results. So, keep learning and exploring.
Are you all set to take your marketing into the future? Let’s talk if you need a tech partner who understands your business growth goals. We can manage the tech so you can zero in on what you do best and help your data become results.
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