UTM ( Urchin Tracking Module ) is a system for marking URLs with special parameters that help track the effectiveness of marketing campaigns in analytical tools such as Google Analytics 4. Thanks to UTM parameters, you can determine exactly where users visiting a given website come from and what marketing activities prompted them to do so. UTM links consist of several parameters.
UTM parameters:
utm_source — indicates the source of traffic (e.g. Google, Facebook, newsletter).
utm_medium — specifies the promotion channel (e.g. email, CPC, organic).
utm_campaign — defines the name of the advertising campaign (e.g. autumn_sale).
utm_term – optional parameter, used primarily to mark keywords used in paid campaigns.
utm_content – an optional parameter that allows you to distinguish between different versions of an ad or link (e.g. different banners in the same campaign).
Example link with UTM:
Building a URL from URM
UTM generator is a tool that allows easy creation of links with UTM (Urchin Tracking Module). With UTM generator, marketers can easily generate a properly marked URL that can be used in online campaigns such as ads, newsletters or posts.
UTM Generator Features:
Ease of use – entering basic data such as traffic source (utm_source), medium (utm_medium), campaign (utm_campaign), etc. is intuitive and quick.
Automation – the generator automatically creates the full URL with the appropriate parameters, so marketers do not have to do it manually.
Data consistency – Using a generator helps ensure consistency in campaign tagging, making it easier to analyze later.
Work optimization – using such a tool, you can easily generate dozens of links with appropriate UTM tags, which saves time and reduces the risk of errors.
Where are UTMs used?
UTMs are widely used in various marketing channels, both online and offline, enabling precise tracking of traffic sources and campaign effectiveness. Here are the most important places to use UTMs:
Paid Campaigns (PPC)
In paid campaigns such as Google Ads, Meta Ads, UTMs allow you to track the effectiveness of individual ads, keywords or target groups. With UTMs, you can determine exactly which campaign, ad group or even a specific keyword generates the most traffic and conversions.
Printed materials (with QR code)
Although UTMs are most commonly used in online environments, they also find application in offline marketing. In the case of printed materials such as leaflets, brochures, posters or magazine ads, UTM links can be hidden in QR codes . When a user scans the code, they are redirected to a page with the appropriate UTM parameters, allowing them to track how effective a given printed material is.
Google business card
In the case of a Google listing, UTMs can be used to track traffic that comes from a specific listing on a business listing. They can be added to the URL that leads to the company's website. This allows entrepreneurs to analyze how much traffic their listing is getting in Google search results or on Google Maps.
Email Marketing Campaigns
In email campaigns, UTM parameters allow you to track which specific newsletter or promotional message generated traffic to your website. You can also track which links in the email are clicked the most.
Social Media Posts and Ads
In social media, both in paid ads and organic posts, UTMs help determine which posts are attracting the most users. They allow for detailed analysis of different channels, e.g. Facebook, Instagram, LinkedIn, and conclusions about which content is performing best.
Affiliate Programs and Partnerships
UTM tags can also be used in affiliate marketing, where they allow you to track which links promoted by partners are generating traffic and conversions. This is important for partner billing and campaign optimization.
Example:
Collaboration with an influencer: a product promotion overseas chinese in worldwide data partner can use a UTM URL to track how effective their promotion is and what results it brings.
UTM Generators - A Review of Several Tools
Google Campaign URL Builder
Google Campaign URL Builder is one of the most popular and free tools available online, straight from Google. It lets you create links with UTM tags right in your browser.
Google Campaign URL Builder
Advantages :
Simple and intuitive interface.
Fully integrated with Google Analytics.
Free and no need to create an account.
Defects :
No advanced features like URL shortening or history saving.
Limited personalization options.
Link : Google Campaign URL Builder
UTM.io
UTM.io is a powerful tool for generating and managing UTM links. It offers both a free version and a paid version with more advanced features, such as managing UTM parameters in large teams.
Advantages :
Manage multiple UTM campaigns in one place.
Ability to shorten addresses and track them in analytical tools.
Create and share custom templates for marketing teams.
Integration with tools like Slack and shortening with Bitly.
Defects :
Paid features can be expensive for smaller businesses.
Rich functionality may be too complicated for people who need simple tools.
Link : UTM.io
Campaign URL Builder by Terminus
Campaign URL Builder is a free online tool provided by Terminus that allows you to quickly create links with UTM parameters and the option to shorten them using Bitly.
Advantages :
Simple and intuitive user interface.
Shorten links with Bitly directly from the tool.
Ability to generate QR codes for printed materials.
Defects :
Limited advanced features (no broader campaign management).
No option to save history of generated links.
Link : Terminus UTM Builder
UTMBuilder.net
UTMBuilder.net is another free tool that lets you generate UTMs with the ability to create QR codes. It’s perfect for marketers looking for a basic generator with a few extra features.
UTMBuilder
Advantages :
Creating UTM parameters and generating QR codes in one tool.
Free to use most features.
Defects :
Lack of advanced campaign management features.
Less flexible compared to more advanced tools like UTM.io.
Link : UTMBuilder.net
How to create your own UTM generator
Creating your own UTM generator can be a great idea, especially if you need a tool tailored to your specific needs. Such a generator can be a simple web application that allows users to enter UTM parameter values and automatically create a tagged link. To create a simple UTM generator, we can use Google Sheets and a single formula.
Summary
The presented article discusses UTM parameters and examples of generators used to create such links. It is worth using links with UTMs so that you can monitor activities from marketing campaigns in detail. We can add parameters to links manually, using dedicated solutions or create our own tools using various technologies.
