UTM Codes are text parameters that can be added to a hyperlink to send information to Google Analytics.

An example of a UTM Code used in a hyperlink:


Everything after the “?” are UTM parameters that send information to Google Analytics so you can track your marketing efforts.

How do I create UTM codes?

The best way to create unique UTM codes is to Google’s free URL Builder. Simply ebter your campaign details and UR Builder will return a link for you that includes the UTM Codes you desire. Use that link in your campaign (in social media links, email newsletters, advertising, etc.).

There are three primary parameters:

  • Source
  • Medium
  • Campaign

Each of the parameters can be summed up as answers to a question:

Source is answering: “Where is my traffic coming from?”
Medium is answering: “How is my traffic coming to me?”
Campaign is answering: “Why is this traffic coming to me?”

Where do I track data acquired via UTM codes?

In Google Analytics you can see your UTM code information here:

  1. Acquisition > All Traffic > Source/Medium
  2. Acquisition > Campaigns > All Campaigns

For example, if you’ve created a campaign named “holiday2016” you will see all visits under an entry for that name.

What does the UTM stand for in UTM codes?

UTM stands for “Urchin Tracking Module.” The technology was initially pioneered by Urchin Software Corporation, which was later purchased by Google.