A Beginner’s Guide To How UTM Tracking Works

A Beginner’s Guide To How UTM Tracking Works

A Beginner’s Guide To How UTM Tracking Works

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UTM Tracking is a powerful tool for measuring your online advertising performance and understanding website visitors’ behaviour. Do you want to understand how UTM tracking works and how you can use this tool to measure the success of your marketing campaigns? 

In this blog, we will walk you through the basics of UTM tracking, from what a UTM code is and why it is important to the different UTM parameters and best practices. Read on to learn how UTM tracking works and how to use it to your advantage.

A Beginner'S Guide To How Utm Tracking Works How Utm Tracking Works
How UTM Tracking Works

What Are UTM Tracking Codes? 

UTM (Urchin Tracking Module) tracking codes are a way to track online marketing campaigns by adding URL parameters. UTM tracking codes allow marketers to track various metrics, such as click-through rate (CTR), cost-per-click (CPC), and time on site, to understand their campaigns’ success.

The UTM tracking code is a code that can be added to the end of URLs to provide additional information about the source of a website visit. These codes are typically made up of five parameters:

Source: Where your audience is coming from (e.g. Facebook, Google Ads, etc.)

Medium: The type of link used (e.g. Paid Ads, Social Media, etc.)

Campaign Name: The name of the campaign that is being tracked

Term: The keyword or term used in the campaign

Content: The type of content that is being promoted in the campaign

Adding UTM tracking codes to your URLs lets you track these five parameters in analytics tools like Google Analytics. It allows you to measure the performance of your campaigns and understand how your audience engages with your content.

For example, if you have an email campaign promoting your blog post, you can add UTM tracking codes to the links in the email. It will allow you to track the email campaign’s performance, such as the CTR and CPC, and measure its effectiveness in driving traffic and engagement to your blog post.

UTM tracking codes can also be used to track the success of other online campaigns, such as those on social media and paid searches. By adding UTM tracking codes to URLs in your campaigns, you can track the campaign’s performance, such as how many people clicked on the link and how engaged they were with the content.

Overall, UTM tracking codes are an invaluable tool for any online marketer. By using UTM tracking codes to track the performance of your campaigns, you can gain valuable insights into how effective your campaigns are and make informed decisions about how to improve them.

Why Are UTM Codes So Important? 

UTM codes (Urchin Tracking Modules) are a type of code added to the end of a URL to help track and measure the effectiveness of a website’s marketing efforts. UTM codes provide the platform to analyze and measure a website’s performance by tracking any link’s source, medium, and campaign. It allows website owners and marketers to track the success of campaigns and determine where to allocate their budget.

In addition to helping measure marketing efforts, UTM codes are a great way to create segmented audiences. By attaching a specific UTM code to a particular link, you can use that link to target a specific audience, making it easier to track the success of your campaigns.

Furthermore, UTM codes allow for accurate user journey tracking, from clicking the link to taking the desired action. It can be especially useful if you run campaigns on different platforms or channels – by attaching a UTM code to each link, you can easily track the user’s journey and see where the leads came from.

Overall, UTM codes are an invaluable tool for website owners and marketers. With UTM codes, you can measure the success of campaigns, create segmented audiences, and track the user’s journey from clicking on the link to taking the desired action. Utilizing UTM codes can help you optimize your marketing budget and ensure you get the most out of your campaigns.

A Beginner'S Guide To How Utm Tracking Works How Utm Tracking Works
How UTM Tracking works

 UTM Tracking Best Practices:

Utilizing UTM tracking is one of the most effective ways to measure the success of your digital marketing campaigns. UTM tracking, or Urchin Tracking Module, is a simple code that can be added to URLs to monitor the performance of various marketing campaigns. By tracking these URLs, you can gain insights into visitors’ engagement levels from different sources and determine which campaigns are most effective in driving them to your website.

Here are some of the best practices for utilizing UTM tracking to its fullest potential:

1. Choose Appropriate UTM Parameters: When setting up a UTM tracking code for a particular campaign, select parameters that accurately reflect your tracking activity. For example, if you’re running a paid search campaign, you should use UTM parameters such as “Source,” “Campaign,” and “Keyword” to describe the specific activity you’re tracking.

2. Test Your UTM Tracking Code Out: Before launching a campaign, it’s important to test your UTM tracking code to ensure it works properly. After setting up the code, open the URL in a browser and verify that the tracking code appears in the address bar. If it doesn’t, you’ll need to double-check the accuracy of your UTM parameters before launching the campaign.

3. Use Short, Descriptive Parameters: When setting up your UTM parameters, it’s important to ensure they are short and descriptive. It will make it easier for you to identify the source and purpose of the campaign when reviewing your analytics. For example, use “PPC” for a paid search campaign instead of “ppc_campaign1.”

4. Double-Check Your UTM Parameters: Even after you’ve tested your UTM tracking code, it’s important to double-check the accuracy of your parameters before launching the campaign. It will ensure that the UTM tracking code is properly formatted and that the parameters accurately reflect your tracking activity.

5. Track Your UTM Performance Regularly: Once you’ve launched a campaign, track your UTM performance regularly. It will help you identify which campaigns perform well and which must be tweaked or improved. By closely monitoring your UTM performance, you can optimize your campaigns to achieve your desired results.


UTM tracking is essential for businesses and marketers to gain insights into their website’s performance and user behaviour. UTM tracking codes help precisely measure marketing campaigns’ success and accurately track website traffic sources, mediums, campaigns, content, and keywords.

Moreover, UTM tracking provides marketers with valuable data and analytics to understand the effectiveness of their online marketing strategies. UTM tracking consists of UTM parameters comprising five components: source, medium, campaign name, content, and keyword term.

By implementing UTM tracking codes, understanding the various parameters, and using best practices, businesses and marketers can better understand the performance of their websites and campaign.

Konger Avatar
1 year ago

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*The information this blog provides is for general informational purposes only and is not intended as financial or professional advice. The information may not reflect current developments and may be changed or updated without notice. Any opinions expressed on this blog are the author’s own and do not necessarily reflect the views of the author’s employer or any other organization. You should not act or rely on any information contained in this blog without first seeking the advice of a professional. No representation or warranty, express or implied, is made as to the accuracy or completeness of the information contained in this blog. The author and affiliated parties assume no liability for any errors or omissions.