What Is a UTM in Marketing, and How Can You Use It?

A UTM is a unique identifier attached to links to track marketing campaigns. Learn how you can use UTMs to measure the success of your marketing efforts.
What Is a UTM in Marketing, and How Can You Use It?

UTM codes are essential tools for digital marketers. They provide valuable data to understand which marketing campaigns are performing better than others and track user activity on your website.

In this post, we’ll discuss UTM codes in marketing, how to use them, and why you should use them for your business.

What Is a UTM?

An Urchin Tracking Module (UTM) is a code that goes on the end of a URL or branded tracking links. This code helps identify specific campaigns and sources of traffic so you can easily track their performance.

The most common use for UTM codes is tracking the effectiveness of email campaigns, paid advertising, content promotion, and organic search results. However, they can also measure other types of traffic, such as social media posts or referral links from other websites.

UTMs allow you to see which sources drive the most visits to your website and which have the highest conversion rates.

How Does It Work?

UTM codes consist of five parameters: source, medium, campaign name, the term (optional), and content (optional). Each parameter contains data that provides valuable insight into the performance of different campaigns or traffic sources.

For example, if you wanted to track how many people visited your website from an email campaign sent out on December 1, 2020, with coupon code “XMAS20” included in the message body, your URL might look like this:


The key here is that each parameter allows you to separate different types of information so that you can easily track the performance of any given campaign or source. This code helps you use Google Analytics to track your emails and know exactly where your website visitors are finding you.

When You Should Use UTM Codes

UTM codes are most effective when running multiple campaigns or sources of traffic at the same time. This way, you can easily track which ones are performing better and which ones need to be optimized.

They can also be useful for tracking the performance of content pieces such as blog posts, landing pages, ads, and more. This data can help you identify which pieces are generating the most engagement and conversions so that you can focus your efforts on optimizing those pieces for better results.

In addition, UTMs are also beneficial for understanding how different channels interact with each other. For instance, if you’re running paid and email marketing campaigns, you can see which leads are coming from each channel and how they’re performing.

Overall, UTMs are essential for any business that wants to understand the performance of its digital campaigns and make informed decisions about its marketing strategy. They provide valuable data that allows you to track user activity and make the necessary adjustments to optimize your campaigns for better results.

Try using UTMs for your business, and check the data regularly. It will help you better understand which campaigns are working and which need to be adjusted to maximize conversions.