Home Tips & Tricks What Is a UTM Tag?

What Is a UTM Tag?


A common problem with evaluating the success of online marketing campaigns lies in knowing where the traffic is coming from. Knowing which link sources are effective increases the chances for a profitable campaign. UTM tags — Urchin Tracking Modules — work with Google Analytics to provide this information. Build UTM tags yourself or use the Google Analytics URL Builder and then use them to track visitors from the link source to their final stop on your website.

Mandatory UTM Tags
UTM tags start with a question mark that tells you the URL includes additional parameters. Three mandatory UTM tags — each one separated by an ampersand — provide basic tracking information, including the link source, delivery medium and the campaign name.