What is the Urchin Tracking Module(UTM)?

Urchin Tracking Module(UTM) is a code added at the end of a URL that enables you to track visits to that particular URL. These visits can be inspired by your social media posts, emails, pay-per-click campaigns.

Why Track Your Urchin Tracking Module (UTM) Links

If someone wants to know which particular activity of your traffic is providing the maximum traffic to the website.  If you have an affiliate sales team working for you, you can set up a system that tracks the sales from each affiliate, so you know who is bringing you the most leads or sales.


Where Should You Use UTM Tracking Codes?

  • Social Media
  • Email Campaigns
  • PPC (pay-per-click) Campaigns
  • Anytime you want to know exactly where traffic is coming from

In the beginning, start tracking only a few URLs to see how this process works, afterwards add as many URLs as you want. UTM codes can also help in getting better results from your LinkedIn posts and the blogs that you have published. UTM is the best way to track specific promotions on your website.

You have a much better picture of what works and what doesn’t in your content promotion after you implement UTM codes.

To get insights, add Urchin Tracking Module (UTM) tracking to any links driving to your website. Use UTM parameters on:

  • Link your landing pages. Find out which channel sends maximum traffic with the highest conversion rates.
  • Links to your blog posts. When you write a blog and publish it. Just add UTM to your links so that you can see which posts send the most traffic back to your site.
  • Link your social media content. See which channels and content of your social media marketing strategy drive the most traffic to your site.
  • Link your email newsletters. Discover what content attracts the most clicks in your emails.
  • Links display ads. If you run pay-per-click marketing campaigns, set parameters that identify the banner size and type to see which display ad performs best.

Tools for Building Urchin Tracking Module (UTM) Parameters

There are tools that can generate links based on your input. For example:

Google URL Builder

Urchin Tracking Module(UTM)

EffinAmazing UTM Code Builder

Urchin Tracking Module(UTM)

UTM Parameter Best Practices

Following are some practice that one must keep in mind

Create a consistent naming convention

It is easy to become inconsistent with UTM parameters, so find one naming convention and stick with it. This makes it easier to remember your own rules, such as only using lowercase characters and using dashes (instead of underscores, percentages symbols, or plus signs).

Track your UTMs in a spreadsheet

To keep your UTMs organized and consistent, it is good to document the naming conventions you choose. Google Analytics tracks the data related to your links, a separate document is useful for managing all your links and also helps in tracking performance.

Shorten the link for a better user experience or to hide parameter

Use Bitly.com to shorten your parameter or to hide your link. Short, simple links look neat and may provide a better user experience.

Review UTM parameter data in Google Analytics

Set up your site on Google Analytics so that you can analyze the data collected by each UTM parameter. Google Analytics helps in tracking traffic and user behavior associated with each link.

Link your UTMs to marketing metrics

Put your data to use. Tie the data from your UTMs to marketing metrics that help you measure your results and marketing ROI. Track and monitor data like conversion rates, traffic, and sales driven by each of your unique links.


UTM parameters provide extremely valuable insights into your traffic. You can analyze your audience’s behavioral data and plan your activity accordingly. Boost your sales, and refine your overall marketing effort.


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