How to use UTM Tracking to measure your marketing campaigns

4 min read
Watb Team
A graphic magnifying glass showing stats

UTM codes answers to vital questions about your marketing campaign, including… Where your traffic is coming from? What did those visitors do when visiting your site? Has your marketing tactic generate a positive return on investment? Let’s explore how to use UTM tracking codes in your campaigns.

What is a UTM tracking code?

A UTM tracking code (or, ‘Urchin Tracking Module’ code) is a customisable URL which allows you to tag each link within any of your marketing campaigns. Simply create your UTM code with your tags and use that URL in place of your regular URL and your tracking begins, ready to be assessed within website traffic checker, such as Google Analytics.

This presents a powerful opportunity.

You can then use these tags to track how many people clicked on that particular link. This information is super important to know because it shows you how many users from a marketing campaign turns into a valuable customer such as an email sign up, contact form submission or sale. This presents a powerful opportunity to assess which of your campaigns are the most successful, helping you to decide where you should be spending your time and resources for the best return.

UTM tracking codes can and should be used everywhere

UTM tracking codes can be used on almost any link you have the power to amend or choose. You can use a code on all your email newsletter links, within links from other websites, or on your social media posts.

How do I implement a UTM tracking code?

Visit Googles UTM Builder (it’s free!).

You will see a page similar to the screenshot below. Now we need to fill in our UTM parameters (keep everything you type in lowercase).

  1. “Website URL” – put in the normal link URL into the first box.
  2. “Campaign Source” – Fill in the main source of where your UTM URL will be placed. Ie, in a Newsletter, on Facebook, Twitter, or a website URL.
  3. “Campaign Medium” – The medium is the general overview of what the source is. For example, Email, Blog Referral,
  4. “Campaign Name” – This is where you remind yourself what the ad is for. For example, Retail Christmas Coupon Code.
Google UTM Builder
Google UTM Builder

It’s as easy as that.

Next, scroll down on that page and you will find yourself with a UTM code ready to be used! You can click the URL shortened button to keep the URL looking cleaner. Place this in the relevant campaign link and remember to make fresh UTMs for each new email and social media post. It takes an extra 30 seconds for each time you post a link, but it will save a lot more time down the road when you come to analyse your data.

Google UTM Builder Generated URL
Google UTM Builder Generated URL

Where do I find my UTM information in Google Analytics?

Now that you have learnt what a UTM code is a for and how to create one, next up is learning where you find all this useful information to begin analysis.

Start off by logging into your Google Analytics and going to the “Acquisition” section on the left-hand side. Click “All Traffic” and then “Source/Medium”.

UTM in Google Analytics
Finding UTM in Google Analytics

Set your date range (which sits in the top right of Google Analytics) and you will be able to see all traffic divided up into their sources and mediums. This will already provide you with a good view on how your campaign has performed and will also show you the goals completed by the various campaigns on the right of the table.

But there’s more…

Example of UTM Data in Google Analytics
Example of UTM Data in Google Analytics

To see individual campaigns, go to Acquisition and click on “Campaigns”. Click on “All Campaigns” and you will have a list of the campaign names you selected in your UTM, including the revenue they brought in.

You can change the goal you want to see for the campaigns by selecting the “Conversions” drop down on the right.

Example of UTM Tracking
Example of UTM Tracking

Prioritise the strategies that provide the best return

UTM codes are extremely useful at providing the information you need to make strategic decisions on future marketing tactic you will want to use. You can learn a lot from a well-executed UTM strategy, making tracking, analysis and decision easier later on.

Have a question? Leave a message below or get in touch us through social media or our contact page.

UTM codes answers to vital questions about your marketing campaign, including… Where your traffic is coming from? What did those visitors do when visiting your site? Has your marketing tactic generate a positive return on investment?

Social Media Management Software

In order to promote your business and reach consumers that spend an entire 24 hours a week online, you need to make sure that you have a viable social media strategy in place.

By posting unique and interesting content on your social media platforms, and by actively engaging with followers, you can start to turn this into a funnel for generating leads.

In order to stay on top of your social media strategy, it’s important to have some form of social media management software to do some of the heavy lifting. Software such as this is imperative for scheduling, tracking and monitoring social media content.

At its best, social media management software can help you not only plan your content months in advance, but also remain reactive by letting you tune into ongoing news stories or trending topics.

Screenshot of Hootsuite's homepage

We recommend: Hootsuite

There are a whole bunch of social media management companies out there and all of them offer roughly the same sort of package but Hootsuite is the only one that offers an actually free service (as opposed to just a free trial period).

They do try to hide it on their website though so make sure you follow this link in order to get to the right page.

The free version of this software lets you:

  • Manage up to three social media profiles from a choice of channels including Facebook, Twitter, Instagram, Pinterest and LinkedIn
  • Schedule up to 30 posts in advance at any point in time
  • Track follower growth, likes and comments
  • Integrate two RSS feeds in order to find and share compelling content
  • Access Hootsuite’s online help center and community forum

Of course, there’s also a number of paid-for packages that you can buy from Hootsuite that give you access to a great number of services including higher ad spend budgets, automated post scheduling and custom analytics.

But if you’re a small business looking to get started, the free version of the software should be comprehensive enough to allow you to get your social media strategy in motion.

Website Tracking Software

We’ve said before that the secret to a successful lead generation strategy is to keep analysing and refining your methods. Well, website tracking software is the best way to conduct this analysis.

By digging into the analytics of your visitors’ actions, you can start to gain a better picture of why people come to your site, what they want from it, what they dislike about it and how you can improve upon their experience next time.

There are a wide variety of services that can fall into the category of website tracking software, including heatmaps, funnels, user polls, surveys, visitor recordings and more.

Basically, any kind of software that collects data about the ways in which your visitors interact with your site can be considered website tracking software.

Screenshot of Hotjar's homepage

We recommend: Hotjar

Whereas there are a multitude of smaller software companies that focus in on just one website tracking service, Hotjar offers an array of useful tools.

Hotjar tools include:

  • Click, move, scroll, download and share heatmaps that can also be split by device type
  • Visitor recordings that allow you to replay sessions of real site visitors
  • Conversion funnels that identify on which page and at which step the most visitors are leaving your site
  • Form analysis that can help you to discover which fields take too long to fill, which are left blank and why your visitors abandon your form and page
  • A customizable widget that allows you to create pop-up feedback polls
  • Responsive surveys that can be distributed through web links and emails, or featured your site just before your visitors abandon the page in order to discover what their concerns are
  • The ability to recruit test users in order to get instant feedback on your site

Hotjar’s free service is able to collect data from 2000 page views a day and will give you access to up to 300 visitor recordings and 3 heatmaps, forms, funnels, polls and surveys. Unlimited users can be added to your account and Hotjar will also store your data for a full year.

While we’d normally recommend free services when possible, it’s probably worth paying for Hotjar’s Plus plan to begin with.

For just under £25 a month you can collect data from 10,000 page views a day and have unlimited services and reports. Plus there’s even a 15-day free trial for you to test out whether you like their software or not.


Lead generation doesn’t have to be an expensive endeavour.

What’s important is that you put real effort into all of your interactions with potential leads - whether that’s through educational and informative blog posts, social media interactions or even just a chat on the phone.

If you believe in your business’ ability to help its customers then all you have to do is let that shine through.

Ultimately, these tools are just there to help you meet potential leads on their level. The rest is up to you.

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