Last week we talked a little about UTM codes and how important they are to your business. This week, I want to get into the nitty gritty of the UTM: Making the Code.

The whole point of this UTM code tracking concept is to pull up your Analytics account in seconds and see things like what’s converting, what people are buying, what social network is sending your website or blog the most traffic, etc.  That’s what you’re looking for. So by building this link, you can start to see some of that traffic in real time.

UTM itself stands for “Urchin Tracking Module”. Urchin is a company that Google bought a little over 10 years ago – so that’s why we call it a ‘UTM’. When you refer to a UTM, any digital marketer worth their salt should know what you’re talking about.

Let’s get into the breakdown:

Let’s make it super easy.


GO HERE, and make your own UTM code for the very first time.

So, this page is going to help you build that URL without having to type in all the craziness yourself, possibly deleting a question mark or something else you need.

Let’s go through this step by step. Once you go to the website above:

  1. Enter in the name of your site.
  2. GIve your ad campaign name a source. So for instance, if you’re using Adwords, you’ll type in “Google”
  3. So how are you marketing? If it’s something like PPC marketing or Adwords, you’ll say ‘cpc’
  4. If you’re doing click marketing and you want to enter in a keyword, that’s fine too.

Screen Shot 2016-09-02 at 12.08.43 PM

5. If you’re running several different ads, you can add a ‘campaign content’ identifier.

6. You definitely want to give your campaign a name.


Screen Shot 2016-09-02 at 12.08.54 PM


Then, just click Generate URL. You’ll see something like this pop up:


So, to break it down: is the URL you want to track.

/? Tells your browser code is about to start.

Then, the parameters are identified after that ‘?’. An ampersand (&) is used to tell your browser and Analytics that there are multiple parameters being set after the ‘?’. In laymen’s terms, you’re tracking a bunch of stuff. 🙂

So we’re going to give this some time to populate, and over the next couple weeks we’ll visit your Google Analytics together and talk about how to find this traffic tagged! For the time being, GO MAKE THIS LINK YOURSELF and start dropping it into places you put your URL in your advertising – like Google AdWords ads, Facebook ads or social media!



Contact Alex for an Analytics Audit!

1 + 15 =