Create a UTM Code
UTM codes are text snippets that you can add to the end of a URL to better track your campaign performance in Google Analytics.
Fill out the details and hit the button to generate a code.
UTM tracking comes in handy when you’re managing multiple marketing campaigns at the same time and want to know where your traffic is coming from – and which campaigns are working well. But what is a UTM?
What does UTM stand for?
UTM stands for Urchin Tracking Module. They’re also known as UTM parameters or tracking tags.
What are UTMs?
A UTM code is a snippet of text added to the end of a URL to track the performance of a marketing campaign. You can customise this text to match the specific content you want it to refer back to when you look through your analytics.
You can use them to track the metrics of specific campaigns, from email or social media to QR codes. There are fixed UTM parameters that can be used in any order on your custom UTM URL, these are:
- Source – This tells you which website people are using to access your link. For example, utm_Source=Instagram. You would add this to links you post on Instagram to show you all the traffic coming from Insta.
- Medium – This tracking tag informs you of where your link is being clicked. For example, utm_medium=email
- Campaign – This tracks all content from one campaign in your analytics. For example, a link you send out as part of a discount code offer could use utm_campaign=50_off.
- Term – This is a term or keyword added to the utm that you have paid for to be used in a pay-per-click (PPC) ad with Google Ads. For example utm_term=webdesign+agency.
- Content – This is best used when you have the same link in separate places on a page or from two similar PPC ads. For example, utm_content=footer_link or utm_content=header_link.
Using the UTM allows you to better understand the impact of each campaign, keyword or content, inside Google Analytics.
How do I track a link with a UTM?
Using Google Analytics 4 helps you track your links and see the reach progress, a simple way to track your UTM would be: Reports >> Acquisition >> Traffic Acquisition >> Sessions Source/Medium.
You can also set up custom reports inside Google Analytics – if you’re not familiar with GA4, Carlos our Head of Marketing here at Splitpixel has hosted a Webinar talking you through how it all works.
What is in a URL?
Protocol: The protocol, or scheme, is the first part of the URL which tells the servers how to display content when users access a page on your website – for example, HTTP or HTTPS to show it’s a secure site.
Subdomain: The subdomain is an optional part of your URL tells the server which section of your site you want to land on. For example, people may use “blog.domain” or “shop.domain” to section off specific parts of their website.
Domain: The Domain is the name of your website, so ideally your brand or business name! This helps users know they’re definitely on your site.
Top Level Domain (TLD): This signifies the type of entity your business, brand or organisation registers as on the internet – such as “.co.uk” in the UK, “.org” for organisations, or “.com” for the United States.
Path: The path is the location of the file or page the user wants to access – this comes directly after the TLD and is separated by a “/”.
Query String: The query start is always a question mark “?” which shows a specific query is in place. The query string comes after the path and contains pairs of names and values like “Campaign=Offers where Campaign is the name and offers is the value, or “Referrer=Facebook”, for example. Each pair is separated by an & and you can have multiple for each UTM you want to track.
Want to bulk generate UTM codes?
Fill in the form to download a spreadsheet version for your desktop. Handy!