What is a UTM Code and How Can I Use It?

Estimated Reading Time 4 minutes

The Basics

In it’s simplest form, a UTM code is an extra piece of code that is added on to the end of a URL, allowing you to track data from clicks on those URLs in Analytics.

A UTM code is made up of six key components, although you don’t need to include each of them in your custom URL.

UTM Code Anatomy

Your UTM code might look something like this:

https://www.digital-clarity.com/?utm_source=Newsletter&utm_medium=Email&utm_campaign=Autumn%20Offers&utm_term=DigitalClarity&utm_content=Logo

In this example, we’ve set our website URL as the homepage, the Source as Newsletter and the Medium is Email. For the campaign, we’ve used the subject of our email, ‘Autumn Offers’ – note, the %20 means that we’ve included a space. We’ve set the content to ‘Logo’, so that we can tell if a click was on our logo in the email.

The ampersand (&) is a connector for each of the different components, and the question mark after the website URL starts off the UTM code.

When should I use a UTM code?

Theoretically, UTM codes can be used any time you want to see where specific traffic has come from, such as organic or paid social posts, certain links in an email shot, and even partner sites.

For example:

If you’re sending out an email shot, and you want to know how many people have clicked on various links within your email, and what they’ve done when on your site, you can use UTM codes to gather the data in Analytics.

The main areas you should include when creating a UTM code are the website URL (goes without saying) and the Source and Medium.

Consistency is Key

One thing we’d thoroughly recommend is being consistent when using UTM codes, as it will make your life easier. If you start off with Email/Newsletter as your Source/Medium, then a few months later switch to email/newsletter, you’ll skew the reporting as these will be reported separately in Analytics.

Where can I find the data in Analytics?

If there’s been clicks on your URL, you’ll be able to find the data in Analytics. Once you’ve logged in, navigate to Acquisition > All Traffic > Source Medium. The reporting works in the same way as if you were reporting on something like google / organic, in that you can see everything from sessions to bounce rate and any conversions that may have occurred from the specific URL.

Google’s URL Builder is a handy tool that helps you to build your custom URL from each of the components. Try it out here.

Sophie Burrows
With over 5 years’ experience, Sophie is fast becoming a recognised paid search (PPC) specialist in both Google Ads and Bing Ads. With numerous qualifications in Digital Marketing and Planning under her belt, Sophie is in demand as a pragmatic problem solver and can show immense return on investment (ROI) where others could not. Sophie’s skills lie in understanding a brief and delivering exceptional results for her clients. A true digital maven.
“Big ideas come from the unconscious. This is true in art, in science and in a
“Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.” ― David Ogilvy, Ogilvy on Advertising .
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#madmen #admen #marketing #marketingdigital #digitalagency #digitalclarity #davidogilvy #davidogilvyquotes

Posted 13 hours ago.

“Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.” ― David Ogilvy, Ogilvy on Advertising . . . #madmen #admen #marketing #marketingdigital #digitalagency #digitalclarity #davidogilvy #davidogilvyquotes

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- It is always in response to something.
- it always has your best interest at heart. #motivation #wordsofwisdom #thursdayquotes #mindfulness #instaquotes

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Intuition is always right in at least two important ways; - It is always in response to something. - it always has your best interest at heart. #motivation #wordsofwisdom #thursdayquotes #mindfulness #instaquotes

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This is not the end. This is the beginning. Well done lionesses #proud #england #lionesses #worldcup #football #soccer #girlpower #👏 #🏴󠁧󠁢󠁥󠁮󠁧󠁿

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If you are not willing to risk the usual, you will have to settle for the ordinary #motivation #wordsofwisdom #successquotes #wednesdaywisdom #wednesday #success #digitalclarity

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If you are not willing to risk the usual, you will have to settle for the ordinary #motivation #wordsofwisdom #successquotes #wednesdaywisdom #wednesday #success #digitalclarity

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WHAT is this life if, full of care,
We have no time to stand and stare?
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No tim
WHAT is this life if, full of care,
We have no time to stand and stare?
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No time to stand beneath the boughs, And stare as long as sheep and cows:
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No time to see, when woods we pass, Where squirrels hide their nuts in grass: .
No time to see, in broad daylight, Streams full of stars, like skies at night: .
No time to turn at Beauty’s glance,And watch her feet, how they can dance: No time to wait till her mouth can
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Enrich that smile her eyes began?
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A poor life this if, full of care,
We have no time to stand and stare.
.

WH Davies

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WHAT is this life if, full of care, We have no time to stand and stare? . No time to stand beneath the boughs, And stare as long as sheep and cows: . No time to see, when woods we pass, Where squirrels hide their nuts in grass: . No time to see, in broad daylight, Streams full of stars, like skies at night: . No time to turn at Beauty’s glance,And watch her feet, how they can dance: No time to wait till her mouth can . Enrich that smile her eyes began? . A poor life this if, full of care, We have no time to stand and stare. . WH Davies

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