UTM stands for
Urchin Tracking Module. UTM codes were introduced by Google Analytics’ predecessor Urchin and, consequently, are supported out-of-the-box by Google Analytics.
- Know which links people are clicking in a campaign.
- Know where your traffic is coming from.
- Identify and break down your direct traffic. Direct Traffic is mysterious. It primarily includes visitors that type your URL directly into their browser or bookmarked your page. Anyone who accessed your site directly by clicking on a link.
Establish an UTM naming convention from the start.
# Where the traffic originated from, such as social networks: Facebook, Google, Bing, etc. # Or it could be simply the name of an email list or a site name for a referral &utm_source=twitter &utm_source=example.com # The type of traffic the visitor originated from: email, social, CPC, etc. &utm_medium=email # The campaign name. &utm_campaign=example-campaign # In case you have multiple links pointing to the same URL (such as an email with two Call To Action buttons. &utm_content=top-cat &utm_content=bottom-cat # Terms &utm_term=your-terms-here
More about the UTM codes on Google’s documentation.
Google Analytics reports
Create a custom report under “Customization” > “Custom Reports”. Add Medium, Campaign, or Source as a dimension and the metrics you want to view.
Identify the sources of your traffic under
Acquisition -> Overview -> All Traffic -> Source/Medium.
For example, identify the traffic driven from your referrals under
Acquisition --> All Traffic --> Referrals.
Identify the traffic driven from your campaigns under
Acquisition -> Campaigns -> All Campaigns.