{"id":3521,"date":"2025-10-05T00:00:00","date_gmt":"2025-10-04T22:00:00","guid":{"rendered":"https:\/\/tecnologia.euroinnova.com\/utm\/"},"modified":"2026-08-05T11:10:00","modified_gmt":"2026-08-05T09:10:00","slug":"utm","status":"publish","type":"post","link":"https:\/\/tecnologia.euroinnova.com\/en\/utm","title":{"rendered":"UTM"},"content":{"rendered":"

UTM stands for Urchin Tracking Module<\/em> 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\u2019s visitors are coming from and which marketing campaigns or strategies are generating the most traffic and conversions.<\/p>\n

What is a UTM used for?<\/h2>\n

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.<\/p>\n

Types of UTM parameters<\/h2>\n

These are all the UTM parameters we can use:<\/p>\n

utm_source<\/h3>\n

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, \u00abgoogle\u00bb, \u00abfacebook\u00bb or \u00abnewsletter\u00bb.<\/p>\n

utm_medium<\/h3>\n

The \u00abmedium\u00bb refers to the type of marketing channel used. Some common examples are \u00abCPC\u00bb (cost per click), \u00abemail\u00bb, \u00absocial\u00bb or \u2018banner\u2019. This parameter helps to categorise the type of traffic reaching the website.<\/p>\n

utm_campaign<\/h3>\n

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, \u00absummer2024\u00bb or \u00abproductlaunch\u00bb.<\/p>\n

utm_term<\/h3>\n

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.<\/p>\n

utm_content<\/h3>\n

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, \u00abblue-button\u00bb or \u00abtop-image\u00bb.<\/p>\n

Example of a UTM<\/h2>\n

An example of a URL with UTM parameters might be:<\/p>\n

www.tutienda.com\/productos?utm_source=facebook&utm_medium=social&utm_campaign=ofertaverano&utm_content=imagencarrusel<\/p>\n

In this case, a link is being tracked:<\/p>\n