Will Karapetyan

Will Karapetyan

Using UTMs for Social Media Tracking

What are UTMs?

UTM or an Urchin Tracking Module is a system that utilizes url parameter structure to facilitate precise traffic targeting using Google Analytics and other analytics software.

How to create a UTM?

UTMs utilize url parameters that can be added either manually using the following format:

  • utm_source
  • utm_medium
  • utm_content
  • etc..

Free builders are available for building utms. Google Analytics UTM Builder

How to track UTMs in Google Analytics?

For “Real Time” results: !

  1. Real Time
  2. Traffic Sources

For historic stats:

  1. Acquisition
  2. Campaigns
  3. All Campaigns
  4. For UTM content, in the table filter select Second Dimension -> Advertising -> Ad Content