What are UTM codes?

UTM codes are snippets of text added to the end of a URL to help you track where website traffic comes from if users click a link to this URL.

Marketers can customise this text to match the webpage this URL is linked on, allowing them to attribute the success of that campaign to specific pieces of content.

By default we all automatically add UTM tags to your campaign (scroll down if you'd like to add your own custom UTM).





The UTM campaign can be amended in the template editor, as per the screenshot below;

Create Custom UTM Tags

To get started, click on the CTA within the email editor and select 'custom UTM tags'

If you want to create your own UTM codes manually, the URL Builder on the Google Analytics website is a great tool to help you do it. Alternatively you can build your own by simply appending the end of a your URL, for example;


This URL is built based on the below parameters;





What can UTM codes track?

1. Campaign

Campaign-based tracking tags group all of the content from one campaign in your analytics. The example UTM code below would help you attribute website traffic to links that were placed as a part of a 25% discount promotion you're hosting.

Example: utm_campaign=25percentpromocode

2. A Source

A source-based URL parameter can tell where traffic is coming from. You could add the example code below to every link you place within your email, helping you to track all traffic that comes from Force24.

Example: utm_source=force24

3. A Medium

This type of tracking tag informs you of the medium that your tracked link is featured in. You can use the example UTM code below to track all traffic that comes from your email or sms campaigns.

Example: utm_medium=email

Example: utm_medium=SMS

4. A Piece of Content

This type of UTM code is used to track the specific types of content that point to the same destination from a common source and medium. It's often used in email when you have two identical links in separate places (ie the header and the footer of an email.

Example: utm_content=herolink

Example: utm_content=footlerlink

Example: utm_content=midlink

5. A Term

A term- or keyword-based tracking code identifies the keywords you've paid for in a PPC ad. For example, if you pay for a Google Ads campaign to rank under the keyword, "marketing software," you might add the following UTM code to the end of the link. Meaning when we track individuals with Force24, we can search that specific UTM in our portal to measure the success rate of that campaign.

Example: utm_term=marketing+software

Note. It can take 24-48 hours for this information to pull across to Google Analytics.

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