What is UTM tracking and how do I use it?
What the tags do
A UTM link is your normal web address with extra text added at the end, such as utm_source=newsletter and utm_campaign=spring-offer. When someone clicks it, analytics tools record those values with the visit. You can see whether a lead came from an email, a social post or a paid ad.
The common tags are source, medium, campaign, term and content. You do not need all five. Source and campaign are enough for most small businesses to start.
- utm_source: where the link is placed, like a newsletter
- utm_medium: the type, like email or social
- utm_campaign: the name of the promotion
- Use lowercase and consistent naming
Keep your naming consistent
Pick a naming system and write it down. If one link says Facebook and another says facebook, your reports may split the data. Build links with a free UTM builder or a spreadsheet template so the format stays the same.
Check your analytics reports every few weeks to confirm the tags appear. Missing tags usually mean a link was typed by hand or changed by a redirect. Once tagging is in place, compare a few months of tagged traffic to see which channel brings the leads you actually close, not just the most visits.
Common mistakes
- Using different spellings for the same source, which splits your reports.
- Tagging internal links, which can overwrite the original traffic source.
- Creating tags without a plan for what each one means.
Related questions
- How do I track where my leads come from?
- What is a good lead conversion rate for a small business?
- What is a lead scoring system and do I need one?
- How much should I expect to pay per lead from paid search?
- Why are my form submissions dropping after I added a new field?
- Can I track phone calls as leads without special software?