UTMs in Google Analytics and GA4

What are UTM tracking codes?

Urchin Tracking Module (UTM) codes are small pieces of text added to the end of a URL. To improve marketing campaign tracking. And understand your audience better.

Here’s what URLs with UTM codes might look like:

https://www.yoursite.com/shop/product?utm_source=instagram&utm_medium=
social-ad&utm_campaign=igproductlaunch0323

Everything after the “?” is the UTM code. Corresponding data is hosted in Google Analytics, where you can review it per campaign.

Read on to learn why UTM codes are important, when to use them, and best practices for creating them.

Why are UTM tracking codes important?

UTM codes, also known as custom URLs, provide marketers with detailed information about a campaign’s performance.

For example, they can help determine the effectiveness of a social media marketing investment. Or which channels drive more traffic. Or which Google Ads keywords perform better.

Links with UTM codes can track five basic parameters:

1. Source: The platform where the traffic comes from
2. Medium: The type of campaign
3. Campaign: The campaign name
4. Term: Used in paid search campaigns to specify the target keyword
5. Contents: The specific content the user clicked on

Source, medium and campaign are especially important if you want to track your campaign accurately.

Other URL parameters is somewhat more optional. But can still be useful.

You can use any combination of parameters in any order. And be as specific as you want with your...