What UTM Codes Are and How They Help Marketing Campaigns

Getting traffic to your website is essential. But if you don’t know where it’s coming from, how useful is it?

That’s where UTM codes come in. These simple URL tracking tags pinpoint traffic sources, giving valuable insights into which campaigns are working.

At Zoe Marketing & Communications, we've helped businesses track their top traffic sources using UTMs. Below, we break down what UTM codes are, how to create them and where to use them so you can better measure your marketing efforts.

5 crucial things to know about UTM codes for marketing

1. What a UTM code is

UTM codes (aka UTM parameters) are short text strings added to a URL. When someone clicks a link with a UTM code, tools like Google Analytics (GA4) capture data on where that click came from.

What ‘UTM’ stands for

It means “urchin tracking module” — a nod to Urchin, the company Google acquired in 2005 that became Google Analytics.

Why UTMs matter

They help you track where website visitors are coming from, whether through social media, emails or ads. You’ve likely seen them before — when clicking a link, you might notice extra text after a question mark at the end of a URL. 

UTMs have up to 5 parameters:

• Source: Where the traffic comes from (e.g., Facebook, LinkedIn, Google Ads).

• Medium: The type of marketing channel (e.g., email, paid ad, social post).

• Campaign: A custom name for tracking specific promotions (e.g., “summer_sale”).

• Term (optional): Used in paid search campaigns to track keywords.

• Content (optional): Differentiates similar ads in a campaign (e.g., “beach_ad” vs. “picnic_ad”).

Naming these parameters consistently ensures you can track them accurately later.

2. How to create a UTM code

No need to type UTMs manually. Use Google’s Campaign URL Builder to generate them automatically.

Steps to create a UTM code:

1. Enter the destination URL (e.g., your landing page).
2. Fill in the relevant fields (source, medium, campaign, etc.).
3. Copy the generated UTM link and use it in your marketing materials.

Tips for UTM success:

• Always copy-paste UTMs from a generator to avoid errors.
• Use lowercase letters (UTMs are case-sensitive).
• Keep names short and clear.
• Maintain a shared spreadsheet to track your UTMs and keep them consistent.

3. Where to use UTM codes

UTM codes work anywhere you place a trackable link leading back to your website. The most common places include:

• Emails: Apply UTMs to every link leading to your site.
• Google Ads + SEM campaigns: Track paid search performance.
• Social media ads + posts: Differentiate traffic from Facebook, Instagram, LinkedIn, etc.
• Affiliate or partner promotions: Identify referral traffic sources.

Tracking UTMs helps you see which channels drive the most conversions — allowing you to focus your budget on what works.

Here’s a Zoe client report in Google Looker Studio, with nine UTM-tagged sources:

4. How to track UTM results in GA4

Once you’ve added UTM codes to your links, Google Analytics (GA4) automatically tracks them.

To find UTM data in GA4:

1. Log into GA4 and select your website property.
2. Click Reports > Acquisition > User Acquisition.
3. Use the search bar to filter by “First user source / medium” to see where your visitors come from.

You can also create custom reports in GA4 to track UTM-specific data over time.

Check your UTMs regularly. If it’s an ongoing campaign, review results monthly. For short-term promotions, check in more frequently.

5. Troubleshooting UTM tracking issues

UTM codes typically work seamlessly, but a few things can cause hiccups:

• Typos: Avoid manual errors by always using a URL builder.
• Google lag time: GA4 may take a few minutes to register new UTMs.
• Slow page speed: If a page loads too slowly, the visit may not register. Aim for a 3-5 second load time.

Next steps for optimizing your marketing tracking

UTM codes are a simple, powerful tool for tracking marketing performance. Now that you know how to create and use them, you can refine your strategy with data-driven insights.

Need help with UTMs or making sense of your data? Talk to us at Zoe Marketing & Communications — we’ll help you track, analyze, and optimize your campaigns.

Still exploring marketing tracking tools? Check out these resources:

• Top marketing campaign metrics to track
• Basic tips on setting up your GA4 account