How to Build & Use UTM Parameters

You may have not realized that UTM parameters are all over the internet. From the article you visited from Facebook to the ads found on Google to even the email you received from your favorite online store, UTM is throughout. In fact, if you take a close look at the URLs in your browser that you have landed on, they likely are filled with UTM parameter data.

This goes to show how incredibly useful these parameters can be to marketers all over the world. If you are interested in learning more on how to use UTM parameters and ideas on where to implement them, keep on reading.

Building URLs with UTM Parameters

Ensuring you have the correct structure while using UTMs is critical, otherwise you could end up making URLs that are 404s.

Using a site like GA Dev Tools is your best bet in making sure you are creating them properly. Following their easy steps, you can enter in the information seen below:

utm creator

Once you have entered in the details of your choosing, you will be able to copy your custom URL:

utm example

Test Your URL

Before we test to ensure data is flowing properly in Google Analytics, be sure to open your URL to make sure it goes to the right destination.

Next, while keeping your page that you are testing open, in another tab go to Google Analytics and select “Real Time” from the left-hand navigation, and then “Traffic Sources.” You will then be able to see if your UTM URL is correctly sending data:

realtime ga

Once you have properly tested your newly made URL with UTM parameters, you can then use it across various channels. The following are some of our recommended areas.

The Top 4 Places to Utilize UTMs

In Online Ads

If you are currently, or considering, running online ads through Google, Facebook, or various other platforms, in order to be able to identify conversions and other metrics from your paid campaigns, UTM parameters are a must.

And not only will the parameters be able to organize your data in Google Analytics, but they also help you see data of various campaigns, engage in A/B testing, and much more!

In Email Newsletters

Sending out emails to your current and potential customers is a great way to promote your business. And as you send out different types of emails, seeing data from your email marketing in Google Analytics can be a vital asset in tracking purchases, traffic, and more.

In Your GMB Profile

Earlier in the year we published a blog post much like this one detailing how you can see traffic from your Google my Business profile in Google Analytics. By placing UTM parameters on the website URL and posts in your GMB profile(s), you can track how successful your profile is, especially if you are focused on local SEO and getting in the local pack!

In Social Posts

Whether you are posting promotional tweets on a new product, or testing out different images on the same post to see which draws more attention, using UTMs can be really helpful to social media marketers who have trouble getting analytics data for their efforts.

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Sarah Blocksidge

About the Author

Sarah Blocksidge

Sarah is the Marketing Director at Sixth City Marketing and has been with the company since 2016. Her main role is to attract more B2B clients for the company. Over the years, she has been mentioned on HubSpot, Content Marketing Institute, Fast Company, Mashable, and many other notable sites.

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