What Are UTM Codes and How Do You Use Them?

Have you ever clicked on a link in a marketing email and noticed that the URL that you’re taken to is very long? The business that sent the email was probably utilising UTMs (urchin tracking module) in their campaign. If you’re business regularly runs multiple campaigns, UTMs are a great way of tracking exactly what a user clicked on to make an enquiry or a purchase.

So, what are UTMs?

A UTM code is usually a simple one that you can add to the end of a custom URL with the purpose of tracking the source, medium and/or campaign name that a potential customer has clicked on. These codes usually follow a formula to allow you to easily identify the source, medium or campaign name. For example, if you were running a Christmas 2018 Facebook ad campaign, your UTM would be added into the link in the ad and mention that the user came from that campaign and source. This information is linked to Google Analytics so that tracking your return on investment is much easier. UTMs can also be setup as ‘vanity’ URLs and used in offline marketing. By showing or printing those unique URLs, you can track the effectiveness of offline marketing.

See an example here from Wallace Cotton:

How do I generate a UTM for my campaign?

We recommend using the Google UTM Builder tool here. All you need to do is input the relevant information and the tool will generate it for you. You can then use your links in EMDs or online ads as the target URL.

Where can I see the data?

In your Google Analytics – if you head to Acquisition > Campaigns > All Campaigns – you should start to see a breakdown of traffic broken down into the different UTMs that you have used.

Need help?

If you’re looking for some further information or need help implementing a UTM strategy into your strategic marketing, contact us today.