What are UTM codes and how do you use them in Google Analytics?
UTM codes are a simple but powerful way to track how visitors arrive on your website, especially when you run multiple marketing campaigns. By adding these codes to your URLs, you can see exactly which campaigns, sources and mediums generate the most traffic. This not only helps you use your marketing budget better, but also gives you valuable insights into the performance of your campaigns.
What is a UTM code?
A UTM code (Urchin Tracking Module) is a piece of text that you add to the URL of a page. When someone clicks on that URL, the information in the UTM code is sent to Google Analytics. This lets you see in the reports exactly where the traffic comes from and via which campaigns or sources visitors reach your website.
The five UTM parameters:
- utm_source: The source of the traffic, for example ‘Facebook’, ‘Google’, or ‘Newsletter’.
- utm_medium: The type of channel, such as ‘email’, ‘social’, or ‘cpc’ (for ads).
- utm_campaign: The name of the marketing campaign, for example ‘summerdeals’ or ‘blackfriday2024’.
- utm_term (optional): Used in paid search campaigns to track keywords.
- utm_content (optional): Used to distinguish between different versions of an ad, for example ‘banner1’ or ‘banner2’.
How do you create a UTM code?
You can create UTM codes manually by adding the parameters to the URL. However, a handier way is to use tools such as the Google Campaign URL Builder, with which you can simply fill in the UTM parameters and get a ready-made URL.
Example:
Say you have a Facebook campaign for summer discounts. Your UTM code could then look like this:
https://www.jouwwebsite.nl/sale?utm_source=facebook&utm_medium=social&utm_campaign=zomerkortingen
If someone arrives on your website via this link, Google Analytics records that this person came in via the source ‘Facebook’, medium ‘social’, and campaign ‘zomerkortingen’.
Why are UTM codes important?
UTM codes give you the ability to see exactly which campaigns and channels are effective. This means you can manage your marketing budget better by investing only in channels that actually deliver results. In addition, UTM codes help you understand which sources generate the most conversions, such as purchases, newsletter sign-ups, or other important actions on your website.
Example of use:
Say you run both Google Ads and an email campaign and want to know which performs better. By adding UTM codes to both campaigns, you can see in Google Analytics exactly how much traffic and how many conversions each channel delivers. If the email campaign delivers more conversions, you know this is a valuable source to keep investing in.
Practical tips for using UTM codes:
- Consistency is crucial: Always use the same terms for your sources and mediums, for example ‘email’ instead of sometimes ‘email’ and sometimes ‘newsletter’. This ensures clarity in your reports.
- Use lowercase letters: Google Analytics distinguishes between uppercase and lowercase letters. So always use lowercase letters to avoid confusion.
- Use link shorteners: For social media you can use a tool such as Bitly to shorten long URLs. This makes your links visually more appealing and easier to share.
Conclusion
UTM codes are a powerful tool for accurately tracking the performance of your marketing campaigns. By using UTM codes, you can easily see which sources and campaigns deliver the most traffic and the most conversions. This helps you work more effectively and make optimal use of your marketing budget. Whether you're running a social media campaign or sending newsletters, UTM codes provide the insights you need to keep improving your marketing efforts. Need help? Get in touch with us!