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Why Every Social Media Manager should use UTM Tags

By Daria, Project manager at Rocketbank.

UTM tags are the variables you add to your links to track and analyze the pages' traffic sources. With UTMs, the marketing analysts can have better scope on a number of problems, such as:

  • According to conversion rate, which posts make more positive influence on the sales?
  • Which posts are more appealing to the new customers, and which are more appealing to returning ones?
  • What social network is our most productive source of traffic?

What is a UTM Tag?

A UTM tag is a tracking module created by Urchin Software. The company is now owned by Google and develops Google Analytics. The name UTM is actually short for Urchin Tracking Module.

Here’s what a UTM-tagged link looks like:

The Variables

UTM Source

utm_source is a variable you need to identify the source of incoming traffic. With social traffic, your source would be the name of the social network. If it’s a newsletter, the source would be the type of that newsletter (i.e. Blog newsletter, Product newsletter).

Note that for your analytics suite supporting UTMs facebook and are two different sources.

To receive accurate reports, use the same spelling of social network names at all times.

UTM Medium

utm_medium describes the way the link is delivered to the user. If the medium is social, the link was originally posted to a social network. For a newsletter, the medium would be email. For paid ads, it would be cpc.

UTM Campaign

utm_campaign is a name or a number you would give to a certain campaign your post or your letter promotes. If it’s a blog post you published to socials, an appropriate campaign name would be the article title. If it’s a newsletter — number it or write a month if it’s a monthly one.

Why we need UTMs?

UTM variables help you track and analyze your web pages' traffic. When a marketing analyst understands how the audience engages with the content and what they like or ignore, they can adjust the content plan accordingly.

Here’s what the UTMs can add to your analytics:

  • All page clicks, with source;
  • New and returning visitors;
  • Bounce rate;
  • Time spent on the pages and page depth;
  • Conversions from social media.

How to use UTMs like a pro

Always shorten the links you mark up with UTMs. You can also benefit from shortening your links because the link shorteners can count clicks for you! Use bit. ly, goo. gl, or Amplifr’s autoshortener.

Use UTMs for all your traffic sources. Use them on social media, in paid ads, in your blog, and newsletter. Check out all the links to Amplifr in this article. All marked up!

Use services that add UTMs to your links automatically to save time. Writing UTMs manually and getting used to it may take you some time. Amplifr can adds UTMs to all the links you post automatically—and shorten them too.

We also made a printable educational poster about UTMs. With unicorns. Download it, print out and put it on a wall next to your favorite marketing analyst’s workplace, so they don’t ever forget to write the UTMs ever again.

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