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Original
2026-01-01
Modified
2026-03-10
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<p>Urchin Tracking Module (UTM) is a code snippet added to a URL to track the performance of online marketing initiatives. UTM parameters are added to the end of a URL as specific tags that provide information about the source you intend to track, such as:</p>
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<p>Urchin Tracking Module (UTM) is a code snippet added to a URL to track the performance of online marketing initiatives. UTM parameters are added to the end of a URL as specific tags that provide information about the source you intend to track, such as:</p>
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<ul><li><a>Email</a>and<a>SMS</a>marketing campaigns and<a>flows</a></li>
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<ul><li><a>Email</a>and<a>SMS</a>marketing campaigns and<a>flows</a></li>
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<li><a>A/B tests</a></li>
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<li><a>A/B tests</a></li>
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<li>Pay-per-click campaigns</li>
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<li>Pay-per-click campaigns</li>
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<li>Social media promotions</li>
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<li>Social media promotions</li>
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</ul><p>Marketers often use UTM codes to get a more detailed breakdown of the sources that drive traffic to their websites or landing pages.</p>
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</ul><p>Marketers often use UTM codes to get a more detailed breakdown of the sources that drive traffic to their websites or landing pages.</p>
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<h2>How to use UTM parameters for better marketing results</h2>
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<h2>How to use UTM parameters for better marketing results</h2>
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<p>Follow these tips to successfully track your marketing efforts through UTM codes.</p>
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<p>Follow these tips to successfully track your marketing efforts through UTM codes.</p>
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<h3>1. Learn how UTM links work</h3>
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<h3>1. Learn how UTM links work</h3>
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<p>UTM links track website traffic. When someone clicks on a UTM link, data is sent to your analytics tool, revealing where the traffic originated.</p>
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<p>UTM links track website traffic. When someone clicks on a UTM link, data is sent to your analytics tool, revealing where the traffic originated.</p>
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<p>Here’s an example of what a UTM link might look like:</p>
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<p>Here’s an example of what a UTM link might look like:</p>
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<p>https://www.yourwebsite.com?utm_source=klaviyo&utm_medium=email&utm_campaign=july-sale&utm_term=summer-discount</p>
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<p>https://www.yourwebsite.com?utm_source=klaviyo&utm_medium=email&utm_campaign=july-sale&utm_term=summer-discount</p>
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<p>Any UTM must contain obligatory UTM parameters-utm_source, utm_campaign, utm_id, and utm_medium. The rest of the parameters-including utm_content and utm_term-are optional.</p>
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<p>Any UTM must contain obligatory UTM parameters-utm_source, utm_campaign, utm_id, and utm_medium. The rest of the parameters-including utm_content and utm_term-are optional.</p>
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<p>Here’s what each UTM parameter means:</p>
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<p>Here’s what each UTM parameter means:</p>
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<ul><li><strong>utm_source</strong>identifies the source, such as a search engine, that brought a visitor to your site.</li>
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<ul><li><strong>utm_source</strong>identifies the source, such as a search engine, that brought a visitor to your site.</li>
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<li><strong>utm_campaign</strong>identifies the specific promotion or campaign.</li>
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<li><strong>utm_campaign</strong>identifies the specific promotion or campaign.</li>
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<li><strong>utm_id</strong>is a unique identifier summarizing your parameters.</li>
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<li><strong>utm_id</strong>is a unique identifier summarizing your parameters.</li>
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<li><strong>utm_medium</strong>identifies a channel, such as email.</li>
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<li><strong>utm_medium</strong>identifies a channel, such as email.</li>
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<li><strong>utm_content</strong>can identify a specific ad campaign.</li>
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<li><strong>utm_content</strong>can identify a specific ad campaign.</li>
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<li><strong>utm_term</strong>is best used with paid search. You can use it to note the keywords for an ad.</li>
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<li><strong>utm_term</strong>is best used with paid search. You can use it to note the keywords for an ad.</li>
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</ul><h3>2. Identify your traffic sources</h3>
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</ul><h3>2. Identify your traffic sources</h3>
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<p>The utm_source parameter helps you identify where exactly your traffic is coming from. Some common sources you can encode in this parameter include:</p>
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<p>The utm_source parameter helps you identify where exactly your traffic is coming from. Some common sources you can encode in this parameter include:</p>
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<ul><li>Emails</li>
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<ul><li>Emails</li>
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<li>Pay-per-click ads</li>
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<li>Pay-per-click ads</li>
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<li>Social media posts</li>
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<li>Social media posts</li>
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<li><a>Newsletters</a></li>
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<li><a>Newsletters</a></li>
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<li><a>Landing pages</a></li>
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<li><a>Landing pages</a></li>
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<li>Direct mail via QR codes or redirected landing pages</li>
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<li>Direct mail via QR codes or redirected landing pages</li>
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</ul><h3>3. Track and analyze performance</h3>
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</ul><h3>3. Track and analyze performance</h3>
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<p>Once you’ve created your UTM parameters, the next step is to integrate them into your analytics tools. Here’s where a<a>marketing automation</a>platform like Klaviyo can be invaluable.</p>
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<p>Once you’ve created your UTM parameters, the next step is to integrate them into your analytics tools. Here’s where a<a>marketing automation</a>platform like Klaviyo can be invaluable.</p>
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<p>Klaviyo simplifies UTM management by automating code generation and providing performance insights directly within the platform. This eliminates manual tagging and makes tracking key metrics and identifying top-performing initiatives easy.</p>
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<p>Klaviyo simplifies UTM management by automating code generation and providing performance insights directly within the platform. This eliminates manual tagging and makes tracking key metrics and identifying top-performing initiatives easy.</p>
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<p>Klaviyo lets you set up dynamic UTM parameters for<a>segmentation</a>and advanced personalization, offering advanced insights into your marketing initiatives across all channels.</p>
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<p>Klaviyo lets you set up dynamic UTM parameters for<a>segmentation</a>and advanced personalization, offering advanced insights into your marketing initiatives across all channels.</p>
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<p><a>Sign up for Klaviyo</a>today to unlock the power of UTM tracking and gain a comprehensive overview of your marketing performance.</p>
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<p><a>Sign up for Klaviyo</a>today to unlock the power of UTM tracking and gain a comprehensive overview of your marketing performance.</p>
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