What is UTM



UTM code is code that is included in a custom URL with the goal of tracking the origin, medium, and name of the campaign. They are small text codes that are added to the end of the URL. The UTM code is very useful in web analytics, as it allows Google Analytics to offer complete traceability of the campaigns from which the visits come, as well as to identify the source of the conversions. Thanks to UTM codes we can know numerous factors that will allow us to optimize our digital marketing campaigns in the future.

Origin of the UTM

UTM comes from the term Urchin Traffic Monitor. Urchin was a company created in 1995 that created a measurement software with the same name, and that was acquired in 2005 by Google to create Google Analytics.

How to create UTM codes

It is best to create a unique URL for each campaign. The URL can be assigned to any campaign you make through, for example, Facebook Ads. It also allows not only traffic, but conversions for each campaign source.

We can create UTM codes manually and completely customized, or use a tool that facilitates this task. Google has a publicly available UTM code generator that allows, by filling in the corresponding fields, to generate a URL with its corresponding parameters that can be correctly interpreted by Google Analytics


UTM Code Types

There are numerous types of code depending on the information we want to obtain. The most important are:

  • _term:through this code we can know the keywords by which they have searched us. This is very useful information to improve our positioning.
  • _source:through this code we can know which are the sources through which users come to our website, whether it is a search engine, social networks or another web page.
  • _campaign:This code gives us information about the marketing campaigns that are attracting the most users to our website. Very important to know the success of them.
  • _content:with it we can know what content is attracting more users to our website.
  • _medium: to know the medium through which the campaigns arrive.

UTM Example

If we publish a post on Facebook to promote this digital glossary, we can tag as follows