A UTM code is a string of text that can be attached to a URL to tell Google Analytics and other tools the sources of your website visitor traffic. More specifically, UTM codes allow you to track a source, medium, and campaign name.
The UTM code enables you to get a full view of how your traffic finds you, so you can answer questions like “where does my traffic come from?,” “How does my traffic find me?,” and “Why does my traffic come to me?”
UTM codes typically consist of four elements, called UTM parameters.
- utm_source= channel, such as Twitter or Facebook. Answers the question “Where is my traffic coming from?”
- utm_medium= channel type, such as social. Answers the question “How is my traffic getting to me?”
- utm_content= type of content, such as image or sidebar. This one is optional!
- utm_campaign= your effort. Answers the question “Why is the traffic coming to me?”
An additional parameter, the UTM ID, provides the ability to separate and identify an individual piece of content from the rest of the content published to a channel and provide metrics specific to the individual asset.