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UTM Links

UTM Links (Urchin Tracking Module) are URLs tagged with UTM parameters to help track the effectiveness of online marketing campaigns. These parameters collect detailed information about traffic sources and user engagement, which can be analyzed using tools like Google Analytics.

A UTM link typically consists of your base URL followed by UTM parameters. The parameters are added in the following format:

https://www.example.com/?utm_source=source&utm_medium=medium&utm_campaign=campaign&utm_term=term&utm_content=content

Here are the key UTM parameters you can use:

  • utm_source: Identifies the source of your traffic, such as a search engine (e.g., Google) or a marketing platform (e.g., Facebook).

Example: utm_source=google

  • utm_medium: Describes the medium used, like email, social media, or cost-per-click (CPC) ads.

Example: utm_medium=email

  • utm_campaign: Specifies the name of your campaign, product promotion, or strategic initiative (e.g. Black_Friday, SS24, spring_sale).

Example: utm_campaign=spring_sale

  • utm_term: Used primarily for paid search campaigns, it identifies specific keywords (e.g. sweater, shoes, etc).

Example: utm_term=running+shoes

  • utm_content: (Fixed) Distinguishes between different versions of an ad or link used within the same campaign.
  • Detailed Tracking: Gain granular insights into where your traffic is coming from and how users interact with your site.
  • Enhanced Reporting: Improve the accuracy of your marketing reports by segmenting data based on specific campaigns, sources, and mediums.
  • Improved ROI Measurement: Evaluate the return on investment (ROI) for your advertising spend on different channels.
  • Informed Decision-Making: Use data-driven insights to optimize your marketing strategies and improve future campaigns.