Lesson 3 – Using UTM’s

UTM’s, or Urchin Tracking Module, are a form of URL parameters that can help track users, attribute data and traffic, and trigger special user experiences and content onsite. Typically there are 5 main UTMs that are universally tracked they are:

  • utm_source¬†– this is used to identify the source of traffic – i.e which site it came from – such as Google, Facebook, Linkedin etc.
  • utm_medium – the medium is used to indicate how the traffic was acquired – i.e from a paid channel, email, referral etc.
  • utm_campaign – is used to track which ad campaign the lead engaged with, useful for attribution
  • utm_term – indicates the term used to acquire the lead – useful for search campaigns
  • utm_content – indicates the content of the ad – such as video or pictures, media content, carousel or single image etc.

UTM’s can be tracked in Google Analytics, as well as most other platforms, such as Unbounce or Autopilot, and can be used to customize onsite content, pop-ups, offers or journeys. Building UTMs is easy, for each one you want you simply put a ? at the very end of your URL and then attach the relevant content. For example, if I was running an ad for Rocket Academy that would end up at and this was coming from a facebook ad that used a video I would set the final URL to:

This would tell me that the source of traffic was from facebook, the medium was social media, and that the campaign which acquired the lead was based around my London ad set. Google has a great tool that can be found here, which helps build your UTM’s, or if you are building a lot of UTM’s – a service like can be helpful in managing,tracking and organizing your UTM’s.¬†

Tools in this Lesson

Lesson Assignment

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Key Takeaways