COPY URL
What is a UTM code?
A UTM code (Urchin Tracking Module) is a small snippet of text added to the end of a URL to track the effectiveness of online marketing campaigns. These tagged URLs help marketers identify which specific sources, mediums, or campaigns are driving traffic, engagement, and conversions.
The term UTM comes from Urchin, a web analytics software that pioneered this tracking method. Google acquired Urchin in 2005, and its technology became the foundation for what we now know as Google Analytics. Today, UTM parameters are widely used to gain deeper insights into user behavior and optimize campaign performance across platforms.
What does a UTM code look like?
Here’s a simple example:
https://www.mailmodo.com?utm_source=newsletter&utm_medium=email&utm_campaign=feature-launch
Let’s break it down:
utm_source=newsletter → the platform or referrer (e.g., Google, Facebook, Newsletter)
utm_medium=email → the marketing channel (e.g., email, social, cpc)
utm_campaign=feature-launch → the specific campaign you’re tracking
Everything after the ? is the UTM string. Google Analytics reads this data when someone clicks the link, letting you attribute performance to the right channel or campaign.
The 5 UTM parameters you can use
| Parameter | Description |
|---|---|
| utm_medium | Describes the broad marketing channel. Helps identify the medium like organic, paid, email, etc. Recommended to align with GA4 channel groupings. |
| utm_source | Describes the broad marketing channel. Helps identify the medium like organic, paid, email, etc. Recommended to align with GA4 channel groupings. |
| utm_campaign | Used to identify the specific campaign or initiative. Helps track performance of unique content or promotional efforts. |
| utm_content | Used for A/B testing or content variations pointing to the same destination. Helps distinguish between links or placements. |
| utm_term | Used mainly in paid search campaigns to identify targeted keywords. |
How to use Mailmodo's free UTM builder
Here is how to create trackable URLs using Mailmodo UTM builder
Add your destination URL. This is the page where you want your visitors to land on like a product page, blog post, sign-up form, etc.
Now that you’ve added your URL, it’s time to tag your traffic so you can track where it’s coming from and why. Here are a few parameters you need to fill:
utm_source: Enter the source you believe your traffic will come from, such as Google, Facebook, or your newsletter.
utm_medium: Specify the channel the traffic will arrive through, like email, social, or paid ads.
utm_campaign : Name your campaign clearly so you can identify it easily later, for example, summer_sale or product_launch.
utm_content: Use this to differentiate between different versions of a link, such as banner-1 or button-cta.
utm_term: Identify the specific keywords that bring visitors to your site, such as best-email-tools.
- Once everything is filled out, Mailmodo UTM builder will automatically create a trackable URL in the preview window. You can then paste it into your emails, ads, or social posts to monitor exactly where your traffic is coming from and how your campaigns are performing.
Best practices for naming conventions in UTM parameters
Start by choosing a single format for each parameter and stick to it. For example, always use lowercase letters to avoid case-sensitive duplicates.
Use clear and descriptive terms that everyone on your team understands. For instance, instead of “springpromo,” consider “spring_sale_2025” to include the campaign and year.
Avoid spaces in UTM values to prevent URL errors and keep your tags neat. Use dashes (-) or underscores (_) to separate words, like “black-friday” or “black_friday,” depending on your preference.
When tracking multiple data points, organize your values in a logical structure. If you want to track both the week and the product, use “week12_productA” rather than stuffing everything into one long string without separators.
Lastly, document your naming conventions in a shared guide. This keeps everyone aligned, especially as your marketing team grows or if you work with external partners.
Want to learn how to set up email tracking in Google Analytics using UTM parameters? Read our step-by-step guide on Google Analytics email tracking to see how you can track email performance the right way.
