Why UTM Codes are Important

A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you. The wonderful thing about UTM codes is that you can change the code whenever you’d like to adjust the medium, the month you may be running something, or any other factors you need tweaked. See example below. 


If you’re spending a lot of time in social media, you might be publishing hundreds of new links per day. UTM codes help you track the performance of each of those links so you can see where your traffic is coming from.

UTM codes should be able to help you answer these questions about your web traffic:

  1. Where is the traffic coming from?
  2. How is it getting to you?
  3. Why is it coming to you?

In order for you to answer those questions, you’ll need to determine what elements (UTM Parameters) you will use. At the very least, you’ll need to include the following elements in every tagged URL.

* Source
*Content (optional)

The UTM parameters, in turn, tell Google Analytics how to sort your incoming traffic. There are many ways to segment this traffic in analytics. LSM recommends going to Acquisition → Campaigns → All campaigns

*For additional information on UTM codes contact us today.