UTM Codes: What They Are and How to Create Them
These tags are special text fragments added to the end of a link after the question mark.
Example of a link with UTM tags:
How UTM Tags Aid in Marketing
A skilled marketer is distinguished by their ability to measure the effectiveness of their work. It doesn't matter which metrics you use, the key is to convey to management that your efforts are paying off, you deserve the allocated budget, and possibly even an increase.
The best way to prove this is to create a UTM tag to track campaign performance. Analytics tools with basic source and channel segmentation won't give you enough data. UTM tags provide more detailed information about visitors.
UTM tags show:
- Social networks (Pinterest, LinkedIn).
- Search engines (Google, Bing, Yandex, and others).
- Paid advertising (sponsored ads, etc.).
- Other websites (yours, competitors', publishers').
UTM Tag Structure with Examples
A UTM code is added to a link in the form of special parameters. There are five in total, the first three of which are mandatory:
- utm
_
source: where the visitor came from. For example, if someone clicked on a link on the Pinterest page: utm_
source=pin. - utm
_
medium: this tag type tells you about the channel where your link is placed. For example, using the utm_
medium=email code, you track all traffic coming from emails (as opposed to other channels like social media). - utm
_
campaign: the name of the advertising campaign or content source (article, post). Example: utm_
campaign=christmas.
- utm
_
content: this type of UTM tag tracks which specific elements lead to one page (for example, a link in the sidebar or header). Often used for identical links on one page. Example: utm_
content=footer (here the person clicked on the link in the footer). - utm
_
term: this code shows which keywords users used to get to your site, especially when it comes to pay-per-click advertising. For example, if you launched a promotion for the query "CDP platform", then add utm_
term=cdp+platform to the link.
How to Create UTM Tags
The creation of UTM tags depends on your needs and the number of links.
For example, this is how a link with a UTM tag would look like, indicating the source — Pinterest, the channel — social networks, the campaign — a post dated January 13th:
_
source=pinterest&utm_
medium=social&utm_
campaign=post13jan- It's quick and easy. You can generate multiple UTM tags in a matter of minutes.
- Reduced risk of errors due to process automation.
- They shorten long links, offer ready-made tags, and suggest which dynamic variables to use for contextual advertising.
UTM Usage Tips
A UTM tag is a powerful tool, but to achieve maximum effectiveness, it is important to use it correctly. Here are some recommendations:
1. Maintain Consistent Formatting
Links with UTM tags should be consistent, clear, and easy to read. Develop a standard for tagging links and a brief guide for your team. This ensures consistency across all platforms and campaigns.
_
medium=social and utm_
source=pin. Similarly, paid advertising uses utm_
medium=cpc and utm_
source=google.Using consistent parameters for similar campaigns guarantees accuracy when calculating ROI and generating marketing reports. This helps identify the most effective campaigns.
2. Mind the Case
UTM tags are case-sensitive, so use either lowercase or uppercase consistently across all parameters. Lowercase is the standard practice. Standardized formatting simplifies marketing campaign evaluation. You will improve the performance tracking of all campaigns and avoid confusion in website analytics, as inconsistent capitalization often leads to duplicate entries.
3. Use Short but Informative Names
Well-crafted UTM codes are concise. They're easier to read, remember, and incorporate into content. The main benefit is avoiding confusion between similar campaigns. With clear and concise UTM tags, you can easily distinguish them, especially when managing a large number of projects.
4. Create a Link Inventory
Compile a list of your UTM-tagged links in an easily accessible location, such as a Google Sheet, and organize them by campaign or platform. This ensures that everyone on the team knows which links are available and eliminates confusion or duplicates. The list also simplifies finding specific links and managing UTM codes when campaigns are modified or completed.
5. Integrate UTM Tags with CRM
Connect UTM tags to your CRM system or marketing tools. This enhances customer journey understanding, accurate sales and conversion attribution, and data-driven decision-making. By identifying which campaigns and channels drive the most traffic, you can focus on the most effective ones and optimize your marketing efforts.
Conclusion
UTM tags are a simple yet incredibly valuable tool for marketers. They enable you to not only track traffic sources and analyze campaign performance but also gain deeper insights into user behavior on your website.
By effectively utilizing UTM tags, you can make informed decisions based on accurate data, optimize your marketing efforts, and ultimately achieve better results.