UTM Tracking Overview

UTM Tracking Overview

Everything you need to know about UTM tracking:

What is UTM Tracking?

UTM (Urchin Tracking Module) tracking is a method used to track the performance of digital marketing campaigns12. It involves adding a UTM code, which is a small snippet of text, to the end of a URL3. This allows you to monitor traffic sources to websites and helps evaluate the effectiveness of certain content, sources, and overall marketing campaigns3.

What is a UTM Code?

A UTM code is a snippet of text added to the end of a URL to track the metrics and performance of a specific digital marketing campaign1. UTM codes can contain up to five parameters: Campaign, Source, Medium, Content, and Term1.

How Does UTM Tracking Work?

When a user clicks on a URL with UTM parameters, those tags are sent back to your Google Analytics for tracking2. UTM parameters provide insights into the origin and volume of web traffic, such as which social media platforms generate the most visits2.

How to Use UTM Codes?


utm_campaign=blog_post: This is the first UTM parameter, specifically for the campaign the visitor engaged with.
utm_medium=social: This is the second parameter, specifically for the channel the visitor came from.
utm_source=facebook: This is the third parameter, specifically for the source the visitor came from1.
Why Use UTM Tracking?

UTM tracking is crucial for evaluating the specific link performance in digital marketing campaigns2. It helps you understand which marketing efforts are working and which ones aren’t by showing you where visitors are coming from and what campaigns drove them to your site12.

For more detailed instructions on how to use UTM tracking, you can refer to the AgencyAnalytics Blog.

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