What are UTM Parameters and How to Use it in URL?

UTM codes can help you monitor where your website traffic is coming from and how is it coming? it also allows you to analyze the success of your campaign.

✨ Which social media site is driving the most traffic to your website right now?

✨ How much does each social network make in revenue per month?

I bet, you don’t know off the top of your head. But wouldn't it be great if you could pull up an answer in just a few seconds, whenever your boss asks?

UTM parameters are a great way to track the success of campaigns, and help you to answer all the questions that are mentioned above.

Here I’d like to share how that's works:

A Quick and Simple Guide to UTM:

What are UTM parameters?

UTM stands for Urchin Traffic Monitor. You can track user engagement from outside sources within your analytics platform of choice, with these parameters.

A UTM parameter is a string of code placed on the back end of a URL that has various functions, such as

  • Source - It is the origin of your traffic eg: Google, Fb, newsletter etc
  • Medium - It is the general category of source eg: Organic, referral, email etc
  • Campaign - Here you enter your campaign name to remember it for later
  • Term - It represents a keyword that you use for this campaign
  • Content - Here you can use CTA, to differentiate your ads.

Why are UTM parameters so important?

After publishing hundreds of links per month, you might be wondering where your traffic is coming from. Luckily for you, UTM codes can help track the performance of each link and determine which sources are sending more people to your site so that you can create and utilize better content in the future!

There are many ways to track links with UTM codes.

And the good news is that I'm about to share an approach to UTM tagging that has been especially helpful for me when it comes to measuring the success of my links, and I hope it will be for you too.

But before we jump into what a well-tagged URL can accomplish for you, let me first set your expectations.

When a link has been UTMed, it should be able to answer some basic questions about your web traffic.

1: A clear picture of where traffic is coming from?

2: How did it get to me?

3: Why is it coming to my site?

How to Use UTM Parameters ?

UTM parameters works using three to five main elements called Source, Medium, Content (optional), Term (optional), and Campaign and that looks something like:

In this specific instance, the user that was served and clicked on this link came from Google as a referral, when the “spring release” campaign triggered by the word "rug" which showed off help guide content.

Most people find the process of generating an URL to be daunting, which is why the use of UTM generators has become so popular. With these handy tools you can enter values for each parameter and have them automatically coded into a nice URL for you.

💡 When you create UTMs, they are case sensitive. If you put “forbes” as a source for one and "Forbes" as a source for another, those will count as two separate sources. That being said, it is recommended that  every use lowercase letters in your UTMs to prevent confusion or mistakes from happening

As you can already guess, this information is really vital to tracking the success of a specific campaign.

When you create a piece of content that contains a link, whether it’s a guest post, an ad, or social post, etc., you simply add the UTM at the back of your URL which creates a new, unique and trackable URL for you.

Now it's time to track those UTM URLs:

I will focus on Google Analytics in this post, though there are other analytics programs available but this is the most common and easily accessible.

Here are the two different places to find UTM information within your Google Analytics dashboard:

  1. Acquisition > All Traffic > Source/Medium
  2. Acquisition > Campaigns > All Campaigns


UTMs are the most popular method for tracking our traffic across different sites. Just remember when you set them up, make sure you use the Medium, Source, and Campaign parameters every time. Only use Term and Content if they’re valuable to your goal.

Now you know everything about UTM parameters and UTM links, so start using today and use these insights to improve your future marketing.

In case of any further help, feel free to contact me at [email protected]