UTM Code

What is a UTM code?

A UTM Code, which stands for "Urchin Tracking Module," is a snippet of text added to a URL to track the performance of online campaigns and traffic sources. It provides valuable insights into the performance of various marketing channels, campaigns and content. 

A typical UTM code consists of parameters appended to the end of a URL using specific query string parameters. These parameters provide information about the source, medium, campaign, term and content of a URL. 

Importance of UTM code: 

• Detailed tracking: UTM codes provide detailed information about the sources of website traffic, helping to identify which marketing efforts are most effective. 
• Improved analytics: They enhance the capability of analytics tools, offering precise insights into campaign performance and user behavior. 
• Better ROI measurement: It allows for accurate measurement of marketing ROI, helping to optimize future campaigns. 

Now that you understand the definition of UTM code, let’s jump into how to use UTM code on social media. 

How to use UTM code on social media

1. Creating a UTM code 

• Identify the URL you want to track 
• Use a URL builder tool like Google Analytics URL Builder 
• Enter the relevant parameters: 
• Source (utm_source): Platform where the URL will be shared 
• Medium (utm_medium): Marketing channel (e.g., email, social media) 
• Campaign (utm_campaign): Name of the marketing campaign 
• Term (utm_term): Keywords for paid search campaigns 
• Content (utm_content): Content variations within a campaign 
• Generate the UTM code and copy it 
• Optional: Shorten the UTM code using a URL shortening tool like UTM tool or Bitly for easier sharing and a cleaner appearance in your social media posts 

2. Implementing UTM codes 

• Include the generated UTM code in your marketing efforts 
• Use it in email campaigns, social media posts, display ads, etc. 

3. Tracking and analyzing 

• Use web analytics tools like Google Analytics to track the UTM code data 
• Gain insights into marketing campaign effectiveness and traffic sources