UTM stands for Urchin Tracking Module It is a system of codes that are added to the end of URLs to track the source of web traffic. These codes enable marketing specialists and web analysts to identify where a website’s visitors are coming from and which marketing campaigns or strategies are generating the most traffic and conversions.
What is a UTM used for?
UTMs are essential tools for measuring the effectiveness of digital marketing campaigns, particularly in Google Analytics. They enable businesses to better understand how users arrive at their website, which marketing channels are most effective, and how to optimise their strategies to achieve better results. With this information, marketing professionals can make more informed decisions about where to invest their resources and how to improve their campaigns.
Types of UTM parameters
These are all the UTM parameters we can use:
utm_source
This parameter identifies the source of the traffic, i.e. where visitors are coming from. It could be a search engine, a specific website or a social media platform. For example, «google», «facebook» or «newsletter».
utm_medium
The «medium» refers to the type of marketing channel used. Some common examples are «CPC» (cost per click), «email», «social» or ‘banner’. This parameter helps to categorise the type of traffic reaching the website.
utm_campaign
This parameter is used to identify a specific campaign or promotion. It could be a product name, a special offer or any other unique identifier for the campaign. For example, «summer2024» or «productlaunch».
utm_term
Mainly used in paid search campaigns, this parameter identifies the specific keywords for which you are paying. It helps you track which search terms are generating the most traffic and conversions.
utm_content
This parameter is used to distinguish between similar versions of the same advert or link. It is useful for A/B testing or when multiple links are used in the same email or post. For example, «blue-button» or «top-image».
Example of a UTM
An example of a URL with UTM parameters might be:
www.tutienda.com/productos?utm_source=facebook&utm_medium=social&utm_campaign=ofertaverano&utm_content=imagencarrusel
In this case, a link is being tracked:
- utm_source=facebook: Shared on Facebook.
- utm_medium=social: Via a social media platform.
- utm_campaign=summer-offers: As part of a summer offers campaign
- utm_content=imagencarrusel: Specifically from an image in an ad carousel.
How do you create a UTM?
Creating a UTM is a simple process. You can use free tools such as the Google Analytics URL builder or the Campaign URL builder. These allow you to enter your base URL and the various UTM parameters you wish to include. The tool will automatically generate the complete URL with the UTM codes.
When creating UTMs, it is important to maintain consistency in naming conventions and to follow best practice. Use descriptive yet concise names, avoid spaces and special characters, and keep a record of your UTMs to facilitate subsequent analysis.
Remember that UTM parameters are visible in the URL, so do not include any sensitive or confidential information in them. It is also good practice to shorten URLs containing UTM parameters using a link-shortening service to improve their appearance and make them easier to share on social media. Here’s an example: the Onurix URL shortener.
Related courses:
Español 
English (UK)