Definition: UTM codes are one of the ways to track performance from any digital marketing campaign. UTM or Urchin Tracking Module is a simple code that can be attached to any URL to generate Google Analytics data for digital campaigns. Specific to Google Analytics, UTM helps track the progress of the campaign on all online platforms.
Description: The data can be tracked in Google Analytics through a source, medium, and campaign name. This enables Google Analytics to tell you where clicks have come from as well as what campaign directed the clicks to your website. A common utilisation of a UTM code is to create a unique URL for each campaign. The created URL or set of URLs can then be assigned to any marketing campaign which forwards users to your website. This enables Google Analytics to track the data, which enables comparative analysis of traffic and conversions for each campaign sources.
For example, newsletters, banners, text links, social posts etc. Here’s how to append a UTM code to any URL that you have – http://economictimes.indiatimes.com/?utm_source=Facebook&utm_medium=Banner&utm_campaign=CampaignName. There are 3 parameters on which it is defined. Source medium and campaign name. Source = Referrer - medium through which you are promoting your brand. For example - Google, Citysearch, Facebook etc. Medium = Marketing medium used to deliver. For example - CPC, banner, e-mail, news. Campaign = Name of your campaign, product, promo code, slogan etc. In Google Analytics, you can find your traffic report from UTM codes by looking into Campaigns under the section Traffic Sources. All you need to do for creating a UTM code is to define a name for each of the three parameters and add it to your URL as described above.
