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UTM Builder

What is UTM Builder

UTM stands for "Urchin Tracking Module." A UTM builder is a tool that allows you to create custom UTM parameters to add to the end of a URL. These parameters are used to track the effectiveness of online marketing campaigns and can be used in Google Analytics to track the source, medium, and campaign name of traffic to your website. 

Why Require UTM Tracking Link

UTM tracking links are used to track and measure the effectiveness of online marketing campaigns. By adding UTM parameters to the links that you use in your marketing campaigns, you can see how much traffic each campaign is driving to your website and how that traffic is converting. This information can help you understand which marketing channels are the most effective and which campaigns are delivering the best results.

Campaign URL Builder can also be used to track the performance of specific pieces of content or specific pages on your website. For example, you might use a UTM code to track the performance of a blog post that you promoted on social media. By using UTM tracking, you can see how much traffic the blog post received through social media and how that traffic converted, which can help you understand the impact of your marketing efforts.

Overall, UTM tracking is an important tool for making informed decisions about where to allocate your marketing resources.

UTM Parameters

UTM parameters are custom tags that you can add to the end of a URL in order to track the effectiveness of online marketing campaigns. There are five different UTM tags that you can use:

utm_source: This UTM tag is used to identify the source of the traffic, such as "email," "google," or "facebook"

utm_medium: This UTM parameter is used to identify the medium through which the traffic was sent, such as "cta," "email," or "button"

utm_campaign: This UTM code is used to identify the specific campaign that the traffic is associated with, such as "christmas_sale" or "fomo."

utm_term: This parameter is used to identify the keywords or terms that were used in a paid search campaign to bring the traffic such as "women sneakers online".

utm_content: This parameter is used to differentiate between different versions of an ad description or different links within the same email. This helps tracking the piece of content that bring you the traffic.

When you create a UTM code, you can include any combination of these parameters. For example, you might create a UTM code with the following parameters:


This UTM code would indicate that the traffic came from a blog for the Black friday Cyber Monday sale. When someone clicks on a link with this UTM code, the data will be recorded in your Google Analytics account, and you can see how much traffic the campaign is driving to your website and how that traffic is converting.

Does the order of UTM tags matter?

The order of the UTM parameters in a UTM code does not matter, as long as all of the required parameters are included. For example, the following two UTM codes are equivalent:



The sequence of the UTM tags in a UTM code is not important because the data is recorded based on the name of the parameter, not the position of the parameter in the code. However, it is recommended to use a consistent format for the UTM tags to make them easier to read and understand.

What to consider when building UTM codes?

Use descriptive names: Use descriptive names for your UTM parameters so that it's clear what the code is tracking. For example, use "bfcm_sale" instead of "sale1" as the value for the utm_campaign parameter.

Be consistent: Use consistent naming conventions for your UTM parameters. For example, use "blog" as the value for the utm_source parameter every time you link from a blog.

Use lowercase: As UTM parameters are case-sensitive, it's must to use lowercase letters to avoid any issues with tracking.

Keep it short: While using multiple UTM parameters, UTM code get long. Try to keep UTM codes as short as possible to make them easier to use and read.

Test your UTM codes: Before using UTM codes in a campaign, it's a good idea to test and make sure they're working correctly. Make use of the Google Analytics URL builder to test your UTM codes and see how they will appear in your analytics reports.

By considering the above factors when building your UTM codes, you can ensure that your UTM tracking is accurate and effective.

Where to track UTM campaigns in Google Analytics

Most of the analytics tool allows tracking and sorting traffic based on source/medium.

In Google Analytics, move to Acquisition > All Traffic > Source/Medium to see the overall metrics defined by your UTMs. 

Move to Acquisition > Campaigns > All Campaigns to track at all the paid campaigns and campaigns you have defined with UTM builder.