Understanding  UTM Code

Are you tired of not being able to track the success of your Email Marketing or Digital Marketing campaigns? Do you want to know which marketing channels are driving the most traffic to your website? Look no further, UTM codes are here to help!

What are UTM codes?

UTM (Urchin Tracking Module) codes are parameters that can be added to the end of a URL to track the source, medium, and campaign name of a link. This code can then be used in Google Analytics to track and analyze website traffic.

Why are UTM codes important for Email Marketing?

In Email Marketing, UTM codes can help you track which email campaigns are driving the most traffic to your website. By adding UTM codes to your email links, you can see which emails are generating the most clicks and conversions. This information can then be used to optimize future email campaigns.

How do I create UTM codes?

Creating UTM codes is easy! There are several free tools available online that can help you generate UTM codes. Simply enter the source, medium, and campaign name into the tool and it will generate a unique URL with the UTM code parameters added.

What should I include in my UTM parameters?

When creating UTM codes, it is important to include the source (where the link was shared), medium (the type of marketing channel), and campaign name (the specific campaign or promotion). It is also recommended to include additional parameters such as content (the specific link or element within a campaign) and term (specific keywords used in a paid search campaign).

How do I track UTM codes in Google Analytics?

To track UTM codes in Google Analytics, simply navigate to the Acquisition > Campaigns > All Campaigns report. This report will show you how many clicks and conversions were generated by each UTM code.

What mistakes should I avoid when using UTM codes?

Some common mistakes to avoid when using UTM codes include:

  • Using inconsistent naming conventions
  • Overcomplicating your parameters
  • Forgetting to tag all links within a campaign
  • Using generic or vague parameter names

Now that you know all about UTM codes, start using them today to track the success of your Email Marketing and Digital Marketing campaigns!


  • "Google Analytics Breakthrough: From Zero to Business Impact" by Feras Alhlou, Shiraz Asif, and Eric Fettman
  • "Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World" by Chuck Hemann and Ken Burbary
  • "Advanced Web Metrics with Google Analytics" by Brian Clifton
  • "Web Analytics 2.0: The Art of Online Accountability & Science of Customer Centricity" by Avinash Kaushik
  • "Marketing Metrics: The Definitive Guide to Measuring Marketing Performance" by Paul W. Farris et al.
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