{"id":21620,"date":"2020-01-28T16:01:20","date_gmt":"2020-01-28T16:01:20","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/utm"},"modified":"2026-06-26T20:23:00","modified_gmt":"2026-06-26T20:23:00","slug":"utm","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/utm","title":{"rendered":"UTM"},"content":{"rendered":"

\"UTM\"<\/p>\n

Definition:<\/strong><\/p>\n

UTM code <\/i><\/b>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 <\/span>web analytics<\/a>, as it allows <\/span>Google Analytics<\/a> 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.<\/span><\/p>\n\n

Origin of the UTM<\/span><\/h2>\n

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.<\/p>\n

<\/span>How to create UTM codes<\/span><\/h2>\n

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.<\/p>\n

We can create UTM codes manually and completely customized, or use a tool that facilitates this task. Google has a publicly<\/a> 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<\/p>\n

\"ejemplo_utm\"<\/p>\n

UTM Code Types<\/span><\/h2>\n

There are numerous types of code depending on the information we want to obtain. The most important are:<\/p>\n

    \n
  • _term:<\/strong>through this code we can know the keywords by which they have searched us. This is very useful information to improve our positioning.<\/li>\n
  • _source:<\/strong>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.<\/li>\n
  • _campaign:<\/strong>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.<\/li>\n
  • _content:<\/strong>with it we can know what content is attracting more users to our website.<\/li>\n
  • _medium<\/strong>: to know the medium through which the campaigns arrive.<\/li>\n<\/ul>\n

    UTM Example<\/span><\/h2>\n

    If we publish a post on Facebook to promote this digital glossary, we can tag as follows<\/p>\n

    https:\/\/www.arimetrics.com.com\/glosario-digital?utm_source=facebook&utm_medium=socia&utm_campaign=promocion_glosario<\/p>\n

     <\/p>\n

    Frequently asked questions about UTM<\/h2>\n
    \n
    \nWhat is UTM?<\/summary>\n

    Definition: 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. In the Arimetrics glossary it is placed in a digital marketing context to clarify its role, uses and practical implications.<\/p>\n<\/details>\n

    \nWhat is UTM used for in digital marketing?<\/summary>\n

    It is used to better analyse an action, tool, channel or behaviour related to acquisition, measurement, communication, sales or user experience. Its value depends on applying it to a concrete decision.<\/p>\n<\/details>\n

    \nHow is UTM related to a digital strategy?<\/summary>\n

    It is related to digital strategy when it affects objectives, data, content, technology, campaigns or conversion processes. That is why it should be reviewed together with the business context, not as an isolated term.<\/p>\n<\/details>\n

    \nWhat should be considered when working with UTM?<\/summary>\n

    It is advisable to review its definition, context, associated metrics, limitations and possible risks. It is also useful to validate whether the concept has a real impact on performance, user experience or decision-making.<\/p>\n<\/details>\n<\/div>\n