Users of UTM

UTM (Urchin Tracking Module) codes are an essential tool for marketers as they allow them to track the effectiveness of their digital marketing. By adding UTM parameters to URLs, marketers can track the specific source, medium, and journey name that generated website visitors. Using UTM codes makes it easier to understand which journeys are driving the most traffic and conversions. The traffic and conversion information can then be used to optimize marketing strategies and allocate budget more effectively.

UTM codes also provide valuable insights into customer behavior. UTM codes can help identify which channels are most effective in generating traffic for your websites and landing pages, which enables you to attribute conversions to the right source. To use UTM codes, an administrator needs to enable the UTM codes feature switch.

By using UTM codes in your retargeting journey, you can reach out to the abandoned cart visitors and track the campaign (journey name), medium (channel), and content that results in customers returning to complete their purchases. To use UTM codes in the reminder email, go to Emails and select the email you plan to use in your abandoned cart journey. Once your journey is live and customers start using your links, you're able to review insights including how many people clicked your link and how many successfully completed a purchase. You can also use Google Analytics to determine how successful the email you sent was in driving traffic to your website.

After enabling the UTM code feature, you can customize UTM links by going to Settings > Customer engagement > UTM tracking. If you've enabled the UTM feature switch and you don’t see any UTM parameters when you select a link in your inbox, check your Compliance settings.

Urchin Tracking Module (UTM) parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media.

They were introduced by Google Analytics' predecessor Urchin and, consequently, are supported out of the box by Google Analytics.

The UTM parameters in a URL identify the campaign that refers traffic to a specific website,[1] and attribute the browser's website session and the sessions after that until the campaign attribution window expires to it.

The parameters can be parsed by analytics tools and used to populate reports.[2]

To define and append the relevant UTM parameters to the appropriate URLs, marketers routinely use simple, spreadsheet-based, or automated UTM builder tools,[3] including the Google Analytics URL Builder for websites.[4]

When a hyperlink contains a URL with UTM parameters, the web analytics software of the destination website interprets the parameter information and attributes it to the browser's website session and the sessions after that until the campaign attribution window has expired (by default, six months in Google Analytics).[5]

UTM parameters that are passed to URLs can be parsed by analytics tools such as Google Analytics and Adobe Analytics, with the data used to populate standard and custom analytics reports.[2]

Web analytics software may attribute parameters to the browser's current and subsequent sessions until the campaign window has expired.