The section of the URL following the ? symbol below is a sample of what a UTM code looks like: Put simply, this enables you to break down traffic that’s usually only reported by its source and attribute it to individual emails or paid search campaigns that you’re running. “UTM” stands for “ Urchin tracking module.” UTM codes are added to the end of regular URL’s and are designed to tell Google Analytics (and other analytics tools) a little bit more information about each link and which marketing campaign it relates to.Ī type of URL tagging, using UTM codes ensure your destination URLs are labelled with specific campaign names when they’re reported in Google Analytics. Most marketers already understand how they can identify particular referral sources in Google Analytics, but tagging URLs using UTM codes takes this data to an advanced level by isolating visitors referred from specific campaigns (specific email campaigns, for example) to better understand their behaviour and build more specific audience lists to boost the performance of any ongoing paid media activity. Consultancy Take your business to the next level with expert consultancy across marketing strategy, technology, data and experience.Overwatch A Paid Media Consultancy and Support service specifically designed to help your in-house teams stay on top of trends.Digital Marketing Training Our training covers a wide range of digital specialisms – from Google Analytic to SEO.Data Science Better understand your customers and rise above the competition by turning your data into insights, and insights into action.AI and Automation Use cutting edge technology to save time and add value via our deep understanding of AI and machine learning.Reporting and Visual Data Turn your marketing data into one definitive, clean and actionable report to discover what’s working and what’s not.
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