Google UTM’s – Everything you need to know

Google UTM Builder

Google UTM’s – Everything you need to know

Why We Use Google’s UTMs (Urchin Tracking Module)?

To track the source & campaign of website visits with Google Analytics. In other words, it helps us how we determine how many visits came from Facebook/Instagram/Emailers/or any other source and how a particular campaign worked in contributing to traffic. In most cases, if Google can’t see where the traffic is from, it will bulk the traffic into the “Direct” default channel. Correct attribution of traffic is VITAL be able to provide accurate reports and know which channel is giving the best inbound traffic.
Every webshare, bitly, emailer or other type of content used to drive website traffic, should use a UTM. We only use UTMs when we have access to the website that we want to track (ie it’s pointless adding a UTM if the landing page isn’t our own website or digital asset with our Google Analytics tracking in it).


How To Set a UTM Up

You can use this nifty UTM builder here:


Terms You Need To Know

  • URL – The url of the page you’re sending people too.
  • Source – Where is the click coming from, to the page eg. Facebook, Emailer, Twitter, IG, GmyB etc. Generally mailing platforms create their own UTMs.
  • Medium – The type of content used to generate the click eg. post, webshare, newsletter, etc. We don’t want to simply state the type of content, we also want to mention whether it was sponsored (ie an advert) or not. So we would set it up by the type of content (post, webshare etc.) & whether it was Sponsored/Organic. eg. webshare-sponsored, post-organic
  • Campaign Name – What content pillar/campaign was the medium part of eg. fathers-day, disney, ladies etc. This really depends on the product, service or website.
  • Campaign Content – The title of the post eg. fathers-day-competition
  • MIA – Short for Multiple Image Advert – or Facebook’s Carousel format
  • Bitly – a shortener for the long URL to short, easy to use, link


Things To Remember

  • Don’t use any spaces, special characters (google+ = googleplus) – these will be replaced with other characters by Google & can make things very hard to read. NO spaces, use _ or – instead.
  • For Facebook posts, Twitter, Instagram or Google My Business (where the full URL is visible to the user) they will need to be converted by Bitly (all Bitlys need to be labelled correctly). For every UTM, there must be a new Bitly.
  • When setting up UTMs make sure that Medium = Social
    Make sure the “S” is capital so that we know which social traffic from UTMs vs organic
  • When tracking other platforms with a post that’s being used across multiple other channels (Twitter, Google My Business, LinkedIn) use Other as the Medium
  • Don’t forget to create a bitly for each UTM. Or, if you’re using software to post (like Hootsuite)… it will create a Shortener for you (and the UTM if set up correctly).


A separate UTM always needs to be created for Facebook

  • Source: Facebook (always – note capital letter)
  • Medium: Social (always – note capital letter)
  • Campaign Name: Blog OR MIA OR Webshare etc (this changes depending on execution/description you want to include for later reference)

A UTM needs to be created for Other (IG, TW, GmyB, Li etc)

  • Source: Other (always – note capital letter)
  • Medium: Social (always – note capital letter)
Setting up a UTM for Facebook

How to set up a Facebook UTM