'Inbound & Down'
Question of the Day

Published December 25, 2019

What is a UTM?

  1. The address of a world wide web page.
  2. A type of computer virus which, when left untreated, can corrupt your database.
  3. A snippet of simple code added to the end of a URL which tracks the performance of campaigns and content.

The Answer is C.

You’re about to launch a huge online campaign complete with Google Ads, social media posts, and a series of emails customized to target different segments of your database.

How will you know which components drive traffic to your website? Which ads convert the most customers? Which emails perform the best?

Why, you need to use UTM codes!

A UTM code is a snippet of code added to the end of a URL, allowing you to track the performance of a variety of criteria based on clicks on that URL.

It stands for “urchin tracking module” (weird, we know) and looks something like this:

www.yourlinkhere.com?utm_source=newsletter&utm_medium=email& utm_campaign=happy_holidays&utm_term=product_type

You can track clicks on your customized URLs using Google Analytics, allowing you to see which parameters performed better or worse than others. For example, you might see that click throughs are higher from Facebook versus your email campaign; or, if used alongside an ad spend, that certain paid keywords may outperform others.

You can track some or all of the following metrics using UTMs:

  • Source: where your traffic was referred from, such as a search engine.
  • Medium: used to identify how a message was received, such as email or cost-per-click.
  • Campaign name: used for keyword analysis and to differentiate between specific promotions and campaigns.
  • Campaign term: used for paid search keywords.
  • Campaign content: used for A/B testing, to differentiate between different ads.

You can use Google Analytics’ simple URL Builder Tool to create URLs, with UTMs appended.

Inbound and Down

Inbound Podcast

Join Jon Sasala as he breaks down digital marketing basics like this on the 'Inbound & Down' podcast, produced by Morey Creative Studios.

Apple GooglePlay iHeartRadio Spotify Stitcher TuneIn

Subscribe to the 'Inbound & Down' Question of the Day

Sign up to receive a new inbound multiple choice question delivered to your inbox every morning.

Explore more inbound learning on the 'Inbound & Down' Podcast.

Request an exploratory review today to find out how to take your business to the next level.

Contact Us