What Are UTMs In Marketing and Why You Need To Use Them?

If you’re involved in digital marketing, chances are you’ve come across the term “UTM.” But what is a UTM, and why should you care? In this article, we’ll introduce you to UTM codes and explain how they can benefit your business. We’ll also provide a step-by-step guide for how to create UTM codes for your own campaigns. By the end of this post, you’ll know everything you need to start using UTM codes to improve your marketing efforts.

What Does UTM Mean In Marketing?

A UTM (Urchin Tracking Module) is a code that is added to the end of a URL to track specific campaign data. This data allows marketers to see which campaigns are most effective in driving traffic and conversions. By adding UTMs to their links, marketers can measure the performance of their ads, emails, social media posts, and more.

How Do UTMs Work?

UTMs are made up of five different components:

• Source: The platform where your ad was seen (ex: Google, Facebook)
• Medium: The type of ad or campaign (ex: banner ad, email)
• Term: The keyword or phrase associated with your ad
• Content: The specific piece of content that was seen (ex: product page, a landing page)
• Campaign: The name of your campaign (ex: summer sale, holiday promotion)

UTMs are important because they give you insights into which channels are performing well and which ones need improvement. Without UTMs, it would be difficult to track which campaigns are driving results and which ones are falling flat.

Why Use UTM Codes?

UTM codes are an essential tool for understanding which marketing channels are driving traffic and sales to your website. Without UTM codes, it would be very difficult to attribute conversions back to specific campaigns or channels. As a result, you would have no way of knowing which campaigns are worth investing in and which ones aren’t performing as well as you’d like.

In addition, UTM codes allow you to track not just sales but also other important metrics like engagement and sign-ups. This information is critical for understanding which marketing activities are most effective at achieving your desired outcome—whether that’s more sales, more leads, or more website visitors.

Finally, UTM codes make it easy to share reports with clients or executives who want to see concrete data on the results of your marketing efforts. Rather than trying to explain all of the different data points in Google Analytics, you can simply send them a link with UTMs attached and they’ll be able to see exactly what’s going on.

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How To Create UTM Codes?

Creating UTMs is simple. Google provides a free tool that generates the code for you. All you need to do is enter the website URL, campaign name, campaign source, campaign medium, and campaign term. Once you have all of that information entered, Google will generate a unique URL for you that includes the UTM code.

Bottom Line

UTM codes are an essential tool for any marketer who wants to understand which marketing channels are driving traffic and sales to their website. By attaching UTMs to URLs, marketers can track conversions back to specific campaigns or channels in order to ascertain which activities are most effective at achieving their desired outcome—more sales, more leads, or more website visitors. If you’re not using UTM codes in your marketing efforts yet, now is the time to start!