UTMs, or Urchin Tracking Modules, are parameters added to URLs to track the performance of your marketing campaigns. They allow you to monitor various indicators related to the traffic generated by your efforts. With the data provided by UTMs, you can optimize your advertising strategies.
However, to get truly useful insights, it’s essential to configure UTMs properly, following specific rules and best practices. In this article, Sébastien, our media strategist, explains how to make the most of UTMs and shares tips to track your campaigns effectively and draw valuable conclusions.
What is a UTM?
A UTM (Urchin Tracking Module) is a parameter added to a URL to track the performance of a marketing campaign. It enables analytics tools like Google Analytics to accurately measure the results of a marketing action and compare performance across multiple campaigns. UTMs are added in the form of codes so Google Analytics can identify and analyze them.
For example, a URL with a UTM might look like this:
http://example.com/?utm_source=google&utm_medium=cpc&utm_campaign=example
When should I use UTMs?
UTMs can be used in many situations. They’re typically implemented in paid advertising campaigns to track performance. But they can also be used in A/B testing campaigns to determine which version of an ad or content performs better.
UTMs are also commonly used in organic posts to track how well your content performs on social media, in newsletters, or blog articles. Some companies use UTMs more broadly by integrating them into partner site links, QR codes, or even Google My Business listings.
In short, UTMs can be added to any URL you want to track.
Why are UTMs useful in your marketing campaigns?
Adding UTM parameters to your marketing campaigns is crucial because it helps you analyze several performance factors and understand what’s working and what’s not. UTMs are essential for effective tracking. For example, they allow you to:
- Analyze campaign performance: measure ROI for each campaign and identify the best-performing channels
- Optimize campaigns: understand which channels, ads, or visuals work best and adjust accordingly
- Measure the effectiveness of your marketing channels: assess the impact of each source (social media, email, Google Ads…) on your goals
- Understand user behavior: learn how users interact with your content and gain insights on formats and calls to action (CTAs)
How to build a proper UTM
Start by defining your campaign objectives. By clearly identifying what you want to measure, you can better determine how and where to use your URLs.
To build your UTM, follow these steps:
- Set the source
This defines where the traffic is coming from, like Google, Facebook, or Instagram.
Use: utm_source= - Indicate the medium
This specifies the acquisition method (e.g., cost-per-click, social media, email).
Use: utm_medium= - Name the campaign
This helps distinguish between campaigns.
Use: utm_campaign= - Add optional parameters
The content and term parameters are optional but strongly recommended.
- utm_content= distinguishes visuals or content formats
- utm_term= identifies keywords in paid ad campaigns
We recommend using tools like Google’s Campaign URL Builder or Google Analytics UTM Builder to create your UTMs.
Our specialists’ tips to maximize your UTM usage
- Always use the source, medium, and campaign parameters to organize and analyze your data
- Create UTMs for all marketing efforts, paid or organic
- Be consistent with naming conventions to avoid disorganized data
- Add optional parameters when relevant:
- utm_content to separate creatives
- utm_term to track keywords
- utm_content to separate creatives
- Use link-building tools if you manage many campaigns
- Work with marketing specialists for advanced UTM strategies, like brand vs. non-brand campaign tracking
Final thoughts
UTMs are powerful tools for optimizing your marketing campaigns by providing detailed insights into the performance of your channels and content. When properly set up, they help you measure the effectiveness of your campaigns and identify the most impactful levers. By following the best practices shared in this article, you’ll be able to fine-tune your strategies and reach your marketing goals more efficiently.
