A UTM code is a snippet of text you can attach to the end of a URL in order to track a source, medium, and campaign name. When you attach a UTM tag to a URL, Google Analytics will tell you where your visitors are coming from and what campaign brought them to your site.
A typical link looks like this:
If you add UTM tags to this link, it will look like this:
There are three generic UTM tags. Google Analytics understands them. Three of them are required - they must always be present in the URL. Here they are:
- utm_source - defines where the traffic is coming from (advertising platform, website, contractor, etc.)
- utm_medium - indicates the way of receiving traffic (cost per click, banner, mailing list).
- utm_campaign - indicates the name of the advertising campaign, product, promotional code, etc.
UTM tags for targeted advertising (Facebook Ads, LinkedIn Ads, etc.)
UTM tags are useful for tracking social media ad traffic.
Example URL with UTM tags for Facebook Ads: