What is UTM Code in SEO? and How to Use it?

What is UTM Code in SEO? and How to Use it?


In the digitally-driven world of Search Engine Optimization (SEO), it’s crucial to understand and measure the effectiveness of your marketing campaigns. This is where UTM (Urchin Tracking Module) comes into play. UTM is a powerful parameter tagging system that allows you to track and analyze the performance of your various marketing channels, helping you make data-driven decisions to optimize your SEO strategies.

In this blog post, we’ll delve into the concept of UTM in SEO and explore how you can effectively use it to unlock valuable insights about your website traffic sources. By the end, you’ll have a clear understanding of what UTM is, its importance in SEO, and practical steps on how to implement it in your marketing campaigns.

What is UTM (Urchin Tracking Module) Code?

What is UTM Code in SEO? and How to Use it?

UTM codes, also known as Urchin Tracking Module codes, are parameters appended to URLs that help track and analyze the performance of marketing campaigns. They provide valuable insights into the sources, mediums, and specific campaigns that drive traffic to a website. UTM codes consist of key parameters such as “utm_source” to indicate the source of the traffic, “utm_medium” to represent the medium through which the traffic is generated, and “utm_campaign” to specify the campaign name or identifier.

By using UTM codes, businesses can accurately measure the effectiveness of their marketing efforts, identify high-performing channels, and make data-driven decisions to optimize their strategies and drive better results.

To define the source, media, campaign, term, and/or content of the item that drove the user to your website, a UTM parameter is just a string of code added to the back end of a URL.

This string would appear like this:


Benefits of UTM Codes

UTM codes are referred to as small snippets of code that you can append to a URL to trace the source of website traffic. They can be little, but marketers get a lot from them.

Here are a few benefits:

  • Better Tracking: UTM codes give you the ability to pinpoint the source of your website visitors so you can determine which marketing strategies are producing the best results. You can discover which sources, platforms, and marketing initiatives are generating the most visitors, leads, and sales by using UTM codes.
  • More Accurate Attribution: You can give credit where credit is due by using UTM codes. You may track the full customer journey and assign the sale or conversion to both channels, for instance, if a visitor first discovers your website through a Google search and then returns later through a Facebook ad.

What are the UTM Parameters?

What are the UTM Parameters

UTM parameters are key components of UTM codes that help track and categorize website traffic sources. They provide valuable information about the specific source, medium, campaign, and other relevant details associated with a URL.

The commonly used UTM parameters include:

  • Campaign Source (utm_source): This parameter identifies the source of the traffic, such as a search engine, social media platform, or email newsletter.
  • Campaign Medium (utm_medium): It specifies the medium through which the traffic is generated, such as organic search, paid advertising, referral, or email.
  • Campaign Name (utm_campaign): This parameter denotes the specific campaign name or identifier associated with the traffic source. It helps differentiate between different marketing campaigns within the same source and medium.
  • Campaign Term (utm_term): Used primarily for paid search campaigns, this parameter indicates the specific keywords or terms that triggered the ad.
  • Campaign Content (utm_content): This parameter allows for further differentiation within a single campaign. It can be used to identify specific content variations, call-to-action buttons, or ad placements.

By including these UTM parameters in your URLs, you can effectively track, measure, and analyze your marketing efforts, enabling you to gain valuable insights and make informed decisions to optimize your SEO and digital marketing strategies.

How to Use UTM Parameters?

utm code

Using UTM codes in SEO involves several steps to integrate them into the marketing efforts. Here’s a guide on how to effectively use UTM codes in your SEO efforts:

  • Define your goals and objectives: Determine what you want to track and measure with UTM codes. For example, you might want to track the performance of specific campaigns, keywords, or sources.
  • Identify the parameters to track: UTM codes consist of different parameters that provide specific information about the source, medium, campaign, and more. The main parameters include utm_source, utm_medium, utm_campaign, utm_term, and utm_content. Decide which parameters are relevant to your tracking needs.
  • Create custom UTM codes: Use a UTM builder or URL tracking tool to create custom UTM codes for each link you want to track. Enter the appropriate values for each parameter based on your goals and objectives. For example, for the utm_source parameter, you might use “Facebook” to track traffic from Facebook.
  • Append UTM codes to URLs: Once you have created your custom UTM codes, append them to the URLs you want to track. This can be done manually or through automation tools, depending on the number of URLs you are working with. Ensure that the UTM codes are added correctly and that the URLs remain functional.
  • Implement tracking in SEO channels: Place the UTM-tagged URLs in your SEO channels, such as organic search listings, paid search ads, social media posts, email campaigns, and backlinks. Make sure to replace the original URLs with the UTM-tagged ones.
  • Monitor UTM data in analytics tools: Use a web analytics tool, such as Google Analytics, to monitor and analyze the UTM-tracked data. This will provide insights into the performance of your SEO efforts based on the UTM parameters. Monitor metrics like traffic, conversions, bounce rates, and other relevant KPIs.
  • Analyze and optimize: Regularly review the UTM data and analyze the performance of different campaigns, sources, or keywords. Identify trends, strengths, and weaknesses to optimize your SEO strategies. Make data-driven decisions based on the insights gathered from the UTM-tracked data.

Remember to maintain consistency and proper documentation of your UTM codes to ensure accurate tracking and analysis. Regularly review and update your UTM codes as needed, especially when launching new campaigns or making significant changes to your SEO efforts.


In conclusion, UTM (Urchin Tracking Module) is a powerful tool in the world of Search Engine Optimization (SEO) that allows you to track and analyze the effectiveness of your marketing campaigns. By understanding and implementing UTM, you can gain valuable insights into your website traffic sources, enabling you to make informed decisions and optimize your SEO strategies.

Throughout this blog post, we have explored what UTM is and why it is important in the realm of SEO. We have also provided you with a step-by-step guide on how to effectively use UTM tags to track and measure your marketing channels. By consistently utilizing UTM and analyzing the data collected, you can make data-driven decisions, allocate resources wisely, and focus on activities that provide the best return on investment.