How To and Why Include UTM Parameters To Your Marketing

Apolline Nielsen


Intrigued about UTM Parameters, UTM Codes, UTM Tags, UTM Links…

What are they?

Are they useful in your Social Media Marketing or business?

Most brands want to improve their marketing strategies and performance.

This calls for constant testing and optimization, a little more than the regular social media analytics.

My advice?

You need to leverage UTM links, Parameters, or Codes for tracking.

What are UTM Codes?

UTM stands for the “Urchin tracking module.”

UTM links are bits of text you add to a link that gives Google Analytics some extra information about it.

Here is an example–

To get a better knowledge of UTM codes and how it works, you need to understand what UTM parameters are.

UTM parameters, codes, links, or tags are five variants of a URL used by brands and marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media.

Creating UTM Codes Using Campaign URL Builder

What do these UTM Tags mean?

1. Source
In this parameter, you can use the name of the social platform of which you are sharing the link (e.g., Twitter, Facebook ) as the “source” UTM tag.

The source identifies which site is sending the traffic and its parameters. It answers the question, ‘where is my traffic coming from?’

2. Medium
Consider setting ‘social’ as your medium tag for all links shared on social media.
The parameter “medium” is all about answering the question, “the traffic you are getting.”
It identifies the link source, such as cost per…



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