What are UTM codes?

The role of UTM codes in digital marketing

Tracking real-time access to our website through shared links is a very useful way to know if a campaign is delivering the expected results.

UTM codes allow us to do this task easily, especially once we have gained some experience.

Today, from our digital marketing agency in Madrid, we want to talk about UTM codes, which appear at the end of links and help businesses gather information about the success of their campaigns, allowing them to allocate their budget more effectively.

What are UTM codes?

UTM codes refer to a small block of text added at the end of the URL and allow tracking the most relevant variations or parameters when tracing. The letters UTM stand for Urchin Traffic Monitor.

This tool allows us to know, for example, which channel the user arrived from to the website. Additionally, this is the tool that enables Google Analytics to show the traceability of campaigns from which visits come, indicating the source or medium where more conversions occur.

Its acronym translates as Urchin Traffic Monitor and is really useful when analyzing the results of digital marketing actions.

Why are they important in digital marketing?

This aspect is very relevant in digital marketing because it is a method that helps drive conversions and revenue. It is possible to track traffic visits, being able to test and compare different campaigns.

Through these tests, we can improve traffic, conversions, and revenue, with the possibility of testing ad texts, keywords, images or videos, or any variable that affects the effectiveness of the campaigns. UTM codes provide a lot of information that can be applied to improve strategy and track data.

These parameters help to see aspects such as the domain, the specific page, the ad, or the campaign that has been created. In the case of using multichannel marketing campaigns, UTM codes are almost mandatory because if they are not used, we will be unaware of certain aspects that may be playing an important role in the campaign’s development and may need some modification.

In short, these codes allow for a more detailed perspective on the performance of the money invested. It can be implemented with other tools such as Google Analytics, as we said, because it helps to have additional data.

What types of UTM codes are there?

We can find different types of UTM codes, each offering different information, measuring and tracking users. Often these different UTM codes are inserted within the same URL, to have as much information as possible:

  • Utm_source: This code identifies the search engine, the name of a newsletter, or other types of sources.
  • Utm_medium: It is very important to use this type of code because it measures the medium of the campaign, such as email or CPC campaigns.
  • Utm_term: It is interesting to know the words used by the user to reach the brand, so the keywords used in search engines help to know with which word the website is positioned, being able to discard others.
  • Utm_content: This type of UTM code allows knowing data about A/B tests, knowing which element has caused the user to reach the brand. This way, we will be able to identify which aspects are relevant in the campaigns and which ones to bet on when developing the content.
  • Utm_campaign: This is also one of the relevant codes, which helps to know the type of campaign that has allowed traffic to be attracted to the website.

What are UTM codes used for?

UTM codes have many functionalities, so it is interesting to know what they are used for in order to make the most of them:

  1. It is a tool that calculates the traffic of publications and ads: This way it is possible to know how many people have reached the website and the volume of users.
  2. Knowing where users come from: When we create marketing actions, we must know where they come from, to know which channel is more effective.
  3. Analyzing the effectiveness of actions: Thanks to UTM codes, we can determine if people click on the created strategies and if they end up on the website.
  4. Analyzing which function works best in marketing campaigns: We can also determine which marketing campaign generates more conversions.
  5. Knowing the audience’s preferred content: By identifying the content with the highest impact, we can focus on creating a strategy oriented towards that content.
  6. Focusing on the most effective networks: Social networks are a fundamental part of today’s landscape, so knowing the quantity of users coming from networks, the type of audience, and the most relevant networks will be of great help.
  7. Improving decision-making: With this information, we can make simpler decisions about posts, campaigns, and strategies without risking investment.

How to Create UTM Codes Manually?

To create UTM codes manually, we need to follow a series of steps:

  1. Define where to use the codes: The first step is to decide where to implement them. For example, when creating a campaign on Facebook, we can determine which post has generated more visits or in an email marketing campaign, identify which email yielded the best results.
  2. Learn about the functioning of UTM parameters: We only need to learn once, then we can focus on getting the most out of them.
  3. Familiarize ourselves with the variables of UTM codes: As mentioned in the article, there are different variables to help identify where each visit comes from. We need to choose the one most useful for the campaign.
  4. Create the codes: We can create the codes manually by making a template with the contents of the different platforms and adding the UTM code to each one to keep track of everything.
  5. Shorten links: Once we have the links, we should shorten the URL using tools like Bitly or Goo.gl to reduce their length.
  6. Measure success and use data to improve: Once these codes are in place, we can track the URLs to identify aspects that produce the best results and maximize them.

Tools to Implement UTM Codes

There are various tools to help implement UTM codes, and here are three:

Google URL Builder

This tool allows tagging links within an advertising campaign, and with Google Analytics URL Builder, we can customize the same link for various channels.

URL Builder

This tool, offered by Google, is entirely free and can analyze data created by a URL. It enables the addition of custom parameters to receive feedback based on predefined parameters.

The tool’s functionality depends on the linking of the website under analysis.

UTM Maker

Here is the link to this TOOL, which allows you to create UTM codes quickly and easily.

As we’ve seen throughout the article, there are many functionalities we can obtain with UTM codes because they provide more information about the brand’s strategy and the aspects that are most successful in reaching the audience and achieving goals.

They are an essential part of URLs, so it’s interesting to know how they work to guide the brand’s strategy.

We trust that this article on UTM codes has been of interest to you. Whether it’s to understand its operation or to discover URL generator tools.

As always, we’ll be happy to address all your questions about UTM codes or any other concept in digital marketing. We’re here to help!

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