WTF are UTMs
We are always being watched on the internet, “If it’s free, you’re the product” and all that. UTM codes allow you to go from watchee to watcher.
UTM codes or campaign tracking codes or URL parameters or those things at the end of the URL. Whatever you call them, they’re fundamental to knowing how your digital activity is performing in Google Analytics. This short guide tells you what they are and why you should use them.
What are UTM codes
Code you can apply to the end of a URL that allows you to track all clicks on that URL and see where they came from.
Example URL with UTM: https://www.example.com?utm_source=campaign&utm_medium=medium&utm_campaign=name
Everything after the ? is the UTM.
Without a UTM, Google Analytics would still track all clicks on the URL. The UTM passes key campaign information to GA, including the channel and platform that the user clicked that URL on. As well as any additional information you choose to include, such as keywords and ad type.
How to create UTM codes
Head over to https://ga-dev-tools.google/campaign-url-builder/ to build your website UTM codes.
You can also create Google Play UTMs here https://ga-dev-tools.google/ga4/campaign-url-builder/play/
What does UTM stand for
Urchin Tracking Module. Urchin was an analytics company that existed in prehistoric times i.e. BGA: Before Google Analytics. GA was born and typical Google style, the leading analytics tool of the day (Urchin) was consumed. The name has stuck ever since.
Why are UTM codes important for content marketing
A key part of content marketing is making sure the content we plan and execute is seen in the right places. This means we spend a lot of time pasting URLs. Adding bespoke UTMs to URLs means that we can see in GA which links are getting the most clicks, allowing us to understand where our content is and isn’t effective.
For example, if you’re linking to some new content from your homepage and the nav, create UTMs that allow you to see which of the two places is driving visits.
You can create UTMs in any way that makes sense for you and what you want to track. The key is to make sure you’re consistent so that you can quickly look and see how your content is performing. If you’re changing up your UTM template each time, the reports become hard to decipher.
UTM tips
- Keep your UTMs lowercase. Facebook and facebook will be counted as separate so keep your UTMs consistently lowercase
- If you use agencies to run any campaign activity, make sure they’re using the same UTM template as you to ensure consistency
- Find your UTM activity in Google Analytics at Acquisition > Campaigns > All campaigns
UTMs and GA4
UTMs will continue to be an essential part of tracking campaigns in GA4. You will be able to see them in lots of different reports. One way of finding them is by navigating to Acquisition > Overview
UTMs is an old-school term, you may also hear them called “campaign URLs”. Whatever you call them, use them to understand more about how users are finding your content.
