Discover What UTM's Are..

And why are they ESSENTIAL to your marketing campaigns?

If you are wondering what is a UTM is and how to use them within your Google Ads and campaigns, consider this: 

Imagine it’s the end of the Covid-19 lockdown, businesses are busily getting back to work, and you decided to launch numerous campaigns across all of your marketing channels. You need to invest sensibly and wisely; finances are tight coming out of lockdown and will be for the foreseeable future.  With Google AdWords proven in the past to have been an excellent investment for you, you decide to launch several ads to drive new sales on your website. 

This is where UTM tracking comes into play.

Monitoring your analytics, how do you know which campaigns are working and which ones aren’t? Where is the traffic coming from, how is it getting to me, and why is it coming to me?  Without an efficient way of tracking, you can’t measure, understand or replicate successful future campaigns.

What are UTM-codes?

The UTM or “Urchin Tracking Module” is a snippet of code that you can add to the end of a URL to track the performance of campaigns and content.

Here’s an example:

example of an UTM code

There are five variants of the URL parameters which you can track –

  • Traffic source (The platform (or vendor) where the traffic originates, like Facebook or your email newsletter)
  • Medium (used to identify the medium like Cost Per Click (CPC), social media, affiliate or QR code)
  • Campaign (the name of your campaign for easy identification by you)
  • Search Terms (for tracking keywords or identify aspects of your audience)
  • Content (essential for A/B testing)

UTM’s are beneficial in so many ways as they can help you monitor different campaigns, track audience behaviour patterns, and assist with A/B testing.

Where do I get my UTM-code?

Getting started with UTM’s is incredibly easy, and you don’t have to be a computer whizzkid to fathom it out.

Many marketing platforms offer a built-in UTM generator such as Buffer, Mailchimp and Zoho, which are the leading platforms I use, and all are simple to use.

One of the most popular in use is the UTM Developer Tool which is part of your Google Analytics.

All you have to do is input the required parameters.

Google UTM developer tool example

By entering the parameters above, the UTM code is automatically generated and looks like this.

UTM parameter description

Using UTM’s in Google AdWords

There are several different ways in which you can use your generated UTM’s in Google AdWords. Still, by far the simplest way is to cut and paste the generated URL into the adverts final destination as shown below.

where to add your UTM

Understanding how UTM’s can help you monitor the success of your campaigns and knowing how easy and simple it is to implement, what is stopping you from using UTM’s for all of your campaigns online and offline. 

UTM’s can be used for relatively anything, from Google Ads, email campaigns, landing pages and even offline telephone calls which is a topic I will cover tomorrow in my “5 Days Of Hints & Tips For Google Ads”