What is a UTM Code ? - Influencer Marketing Hub

A UTM code, which stands for “Urchin tracking module” is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name ... Youarehere: InfluencerMarketingHub»Glossary»UTMCode AUTMcode,whichstandsfor“Urchintrackingmodule”isasimplecodethatyoucanattachtoacustomURLinordertotrackasource,medium,andcampaignname.CreatedbyUrchinSoftwareCorporation,thecompanywasacquiredbyGooglein2005.TheirsoftwarelaidthefoundationalgroundworktoallowwhatweallknowandloveasGoogleAnalytics.  UTMcodesenableGoogleAnalyticstotellyouwheresearcherscamefromaswellaswhatcampaigndirectedthemtoyou.UTMcodesarebitsoftextyoucanaddtoalinkthattellGoogleAnalyticsalittlebitmoreinformationabouteachlink. UTMcodescanbelongandcomplex.TheUTMcodeitselfhastwocomponents: UTMParameter-thatstartswithutm_.Thereare5separateparametersyoucantrack:utm_source,utm_campaign,utm_content,utm_term(moreonthesebelow). Trackingvariable–auniquevariabletoidentifythedimensionbeingtracked(suchasthenameofthetrafficsource).Thisvariableisprecededbythe"="sign.Youcanhaveonlynumbers,letters,hyphens,'+'signandperiodsinthevariable. WhyareUTMsimportant? Ifyou’respendingalotoftimeinsocialmedia,youmightbepublishinghundredsofnewlinksperday.UTMcodeshelpyoutracktheperformanceofeachofthoselinkssoyoucanseewhereyourwebtrafficiscomingfrom. YoucanusetheUTMvariableswithinthelinktotrackgeneralinformation,likehowmuchtrafficyou’regettingfromsocialmedia.Youcanusethemtotrackthefinedetailsalso,likehowmuchrevenueyougetfromyourTwitterbioorInstagramcaption.  AUTMlinkcananswersomeofthemostimportantquestionsadigitalmarketercaninquireabouttheirwebtrafficefforts:  Whereisthetrafficcomingfrom? Howisitgettingtome? Whyisitcomingtome? Toputitsimply,UTMcodestellthestoryofhowyourtrafficiscomingtoyou. Thisworksbyusingthree(orfour)elementscalled“UTMparameters.”TheparametersincludeSource,Medium,Content(whichisoptional),andCampaign.  WaystouseUTMtracking  Knowingwhereyourtrafficiscomingfrom.ThetopreasontouseUTMtrackingistoknowexactlywhereyourwebsitetrafficcomesfrom.Youcanaccomplishthisbyusingthecampaign,source,andmediumparameter. Knowwhichlinkspeopleareclickinginacampaign.Youprobablyalreadyknowthenewsletteropenandclickrates.Butdoyouknowwhichlinksinyournewslettergetthemostclicks,andwhichgetignored?ThisisanothersituationwhereUTMcodescomeinhandy. Grouptrafficbymedium.Thisiswhereyoucanuseutm_medium.Byaddingutm_medium=socialtoalllinksyoushareonanysocialchannel,youcantrackyourperformanceacrossallsocialnetworks. Tracktrafficfordifferentcampaigns.Ifyouhadanewproductlaunch,canyoutellwithcertaintythatthetrafficcamefromthelaunchcampaign?Howmanyofyourholidaymarketingcampaignsledtosuccessfulconversions? Over30.000marketingprofessionalsrelyonusfortheirnews.Shouldn’tyou? Subscribetotheworld’s#1influencermarketingnewsletter,deliveredbi-weeklyonaThursday. Tryit SUGGESTED In2021,KingsofLeonmadehistoryasthefirstbandtoreleasetheirnewalbumasan... Timingiseverythinginmarketing.Thisisespeciallytruewithmarketingchannelslike... Thebusinesslandscapemayhavechangeddrasticallyinthepastcoupleofyears,butone...