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UTM codes
UTM codes
Updated over a month ago

What are UTM codes?

UTM codes (Urchin Tracking Module) are snippets of text added to the end of a URL to track the source, medium, campaign, term, and content of website traffic. They help you attribute traffic and conversions to specific marketing campaigns, channels, and ad creatives.
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Why use UTM codes?

  1. Track campaign performance: UTM codes enable you to measure the effectiveness of individual marketing campaigns, channels, and ad creative.

  2. Attribute conversions: UTM codes help you identify which campaigns, channels, and ad creative drove conversions (e.g., sales, leads, sign-ups).

  3. Optimize marketing: With UTM code data, you can optimize your marketing strategies by identifying top-performing channels, campaigns, and ad creative.
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How to use UTM codes

  1. Choose the 5 standard UTM parameters:

    • utm_source: Traffic source (e.g., Facebook, Google, Email)

    • utm_medium: Traffic medium (e.g., CPC, Email, Social)

    • utm_campaign: Campaign name or identifier

    • utm_term: Keyword or search term (for search engine campaigns)

    • utm_content: Ad creative or variation (e.g., image, headline, text)
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  2. Format the UTM code:

    • Start with utm_ followed by the parameter name (e.g., utm_source)

    • Add an equals sign (=) followed by the value (e.g., utm_source=Facebook)

    • Separate parameters with ampersands (&)
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  3. Add the UTM code to your URL:

    • Append the UTM code to the end of your URL, preceded by a question mark (?)

    • For example: https://example.com?utm_source=Facebook&utm_medium=CPC&utm_campaign=SummerSale
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  4. Test and validate your UTM code:

    • Verify that the UTM code is correctly appended to your URL

    • Test your URL in a browser or analytics tool to ensure it tracks correctly
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  5. Integrate with Google Analytics:

    • Set up Google Analytics on your site

    • Configure UTM code tracking in Google Analytics (Settings > View > Tracking Info > Campaigns)
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Best practices

  1. Use consistent naming conventions for UTM parameters and values.

  2. Keep UTM codes concise and readable.

  3. Use UTM codes for all marketing campaigns.

  4. Test and validate UTM codes before launching a campaign.

  5. Monitor and analyze UTM code data regularly to optimize marketing strategies.

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