What is a UTM Code in Digital Advertising
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Oct 27

What is: A UTM code

UTM Code or Urchin Traffic Monitors (or Modules) are short, coded text snippets attached to the end of URLs that tracks the success of a marketing strategy.

This (free) tracking technique from Google allows marketers to set campaign parameters to identify where traffic to the website came from. UTM parameters can help determine whether a particular strategy was successful and exactly which channels helped contribute to the overall success of the campaign.

For digital marketers, it has become even more important to show ROI of a marketing campaign. Creating UTM codes for advertisements and banners can help monitor which sites are attracting the most traffic to your website as well as what creative messaging is getting the most engagement.

To start you’ll need to use Google’s URL Builder to generate the URL and UTM code for you. You’ll be able to view your marketing campaigns to Google Analytics campaign section. This could give you additional insight to the success of your campaign and allow you to optimize on the fly.

About The Author

Megan Sullivan-Jenks is director of marketing & communications at Choozle – Easy Digital Advertising®. A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results-driven. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking.