UTM code

A UTM code is a basic snippet of code added to the end of your URL to assist with tracking the performance of content and social media campaigns. There are 5 URL parameters available for tracking, including: Content, term, campaign, medium and source.
The dimensions you follow through your UTM codes appear in your analytics reports, giving you a more precise overview of your marketing performance. Google’s URL builder offers a quick way to create UTM codes. All you need to do is add your website address and choose your campaign parameters.

The components of a UTM code

A UTM code will look like this:


UTM codes are split into two components:

What does a UTM code track?

As mentioned above, there are many different parameters available to track with UTM codes. Here’s the information available on each tracking code:

Benefits of using a UTM code

A UTM code is a powerful way to track additional information about your campaigns through Google Analytics. However, if you have a long-standing campaign that you need to track for a long period, it’s often easier to use a social media publishing tool like Sprout, with URL tracking built-in.

With constant access to URL tracking solutions, you’ll be able to:

Before UTM codes, it was challenging to track content variables in A/B testing. However, with a tool like Sprout Social and a basic knowledge of UTM parameters, you can be in the driver’s seat of every campaign.