UTM Definition:

UTM stands for Urchin Tracking Module. UTM codes are parameters added to a URL to identify the source, medium, campaign and other information associated with a visit.

When someone opens a tagged URL, a compatible web analytics tool can collect those values and use them in acquisition reports. The parameters do not record a visit by themselves: measurement depends on the website having a tool such as Google Analytics configured and on the visit being measurable.

Table of contents

1 Origin of UTM
2 How to create UTM codes
3 Types of UTM code
4 UTM example

Origin of UTM

The name UTM comes from Urchin, web measurement software developed by Urchin Software Corporation. Google acquired the company in 2005, and its technology became one of the foundations of Google Analytics.

Although the analytics system has evolved, UTM parameters are still used to tag campaign links manually and connect visits and conversions with their source.

How to create UTM codes

The parameters are added to the end of the URL. The first is separated with a question mark and subsequent parameters with an & sign. Each parameter is paired with a value using the = sign.

A URL can be constructed manually or with Google’s Campaign URL Builder. Consistent naming for sources, media and campaigns helps produce coherent reports because values are case-sensitive. Parameters should not contain personal or sensitive information because they are visible in the address.

Types of UTM code

The five classic parameters describe the main elements of a campaign:

utm_source: Identifies the source sending the traffic, such as a search engine, newsletter or social network.
utm_medium: Indicates the marketing medium or channel, such as email, cpc or social.
utm_campaign: Identifies the campaign, promotion or initiative to which the link belongs.
utm_term: Records a term or keyword, particularly in manually tagged paid-search campaigns.
utm_content: Distinguishes different advertisements, links or creative assets within the same campaign.

utm_source, utm_medium and utm_campaign form the basis of campaign tagging. Google Analytics also supports parameters such as utm_id and utm_source_platform for additional information.

UTM example

A link published on Facebook to promote the glossary can be tagged as follows:

https://www.arimetrics.com/en/digital-glossary?utm_source=facebook&utm_medium=social&utm_campaign=glossary_promotion

In this example, facebook identifies the source, social the medium and glossary_promotion the campaign. When the same names are used consistently, the associated visits can be grouped correctly in reports.