Each time you type into a search bar online, a list of websites reveals relevant information pertaining to your searches. When you click on a website that you think is valuable for what you’re researching, a detailed Uniform Resource Locator, or URL, will be located at the top of the screen. In some instances, websites will attach an Urchin Tracking Module, or UTM, as a strategy to more intimately understand which links are being clicked and where they’re being clicked from. To learn more about the purpose of UTMs and why they are critical for marketing agency New Bern growth, follow along!

What Is a UTM and Why Should It Be Used?

The UTM is an extension to a website’s URL. This simple modification allows businesses to track more specific details about digital marketing campaigns that can be tracked through Google Analytics and other similar programs.

The best part about a UTM is that the business controls what information and details are tracked. This data can show more exactly where website traffic comes from. UTMs allow the tracking of detailed information that goes beyond which platforms are driving traffic to the site – UTMs can tell marketing agency New Bern the specific content from campaigns that influence customers to click through to the website.

What are the Different Parts of a UTM?

There are multiple parts of a UTM that make up the tracking code. Let’s talk a little bit about each parameter! Remember, the more parameters that are used in addition to a URL, the more specific the data will be.


The source sounds like it would do exactly what you’d expect. This piece identifies the source of website traffic, whether that be from social media, other web pages, search engines and other sources of shareable content.


The medium identifies the medium that the link was used upon. This may be social media, a newsletter, or other methods of sharing.


This add-on will track which campaign the link is a part of.


This is one of the more specific ways in which a UTM can track traffic. With this parameter, you can track which content types are performing the best for your digital campaign.


This UTM parameter tracks which keywords are generating clicks. You can look at where these keywords are, such as on blogs and articles.

What Can a UTM Do for a Business?

At the end of the day, a UTM should provide you with detailed information pertaining to your digital campaign performance. You can be as detailed as you would like. Adding UTMs to digital campaigns can teach you a lot about what works and what doesn’t, which can in turn enhance your business’s performance for future campaigns.

For a recap, we’ll share with you the most important information about what a UTMs purpose is for digital campaigns. The UTM should answer three questions:

  1. Where is the source of my website’s traffic?
  2. How is the traffic arriving at my site?
  3. Why is this traffic arriving at my site?

Viamark | New Bern

At Viamark, the top Digital Marketing firm in New Bern, NC, we want to go beyond telling you that we can improve your digital marketing solutions. We want to show you why we do what we do and how it’s successful. We have crafted our tactics for over 20 years. Trust us for any of your marketing agency New Bern needs. Contact us today to begin transforming your digital presence!