WTF is a UTM? - FWRD Agency
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Have you looked at your Google Analytics lately? Can you confidently determine where all of your traffic is coming from? Do you know the proportion of sales conversions that is directly attributed to your Facebook ad campaign that ran on the first week of October? No? You need Urchin Tracking Modules in your life stat.

FWRD Agency Social Media Marketing Melbourne WTF is a UTM

Those damn social media nerds are at it again with their jargon, I hear you say…

So, Urchin Tracking Modules, otherwise referred to as UTMs, are unique identifiers you attach to a custom URL to track a whole bunch of important values that other measurement tools can’t tell you. This is especially useful if you’re running a few separate campaigns for one overall objective (like pushing traffic to your website from different sources).

Let’s say you’re about to launch a clicks to website campaign on Facebook, you would replace your usual URL with a UTM. So, your URL would go from looking like this: heythisisyourURL to heythisisyoururlutm_source=facebook&utm_campaign=october-new-sign-ups&utm_medium=social

Spot the difference? All those little bits of information actually mean something and will help you make sense of all your separate campaigns come analysis time.

Why would I mess around with UTMs when Facebook Insights gives me the deets I need?

Fair call, but, as, someone who I can’t think of the name of right now, once said, you don’t know what you don’t know. 

As amazing as Facebook Insights is, it’s pretty limited with telling you how your ad has performed with relation to other activities. It’s smart enough to tell you how many clicks or conversions were completed, but it can’t tell you what happened after a user went onto your website (excluding conversions, of course, because ah, that’s pretty obvious, no?).

If you’re anything like me, you want to know every single detail about your campaign and leave no metric unturned, you NEED to use UTMs and it’d be pretty reckless if you didn’t.

How does one concoct a UTM?

This is where Facebook and Google Analytics meet and collide…and become Fooglelytics (I just made that up, yeah, it’s terrible. This is why I’m on the strategic, not creative, side of the biz).

Generating a UTM is easy thanks to our friends at Google. They’ve built a form that generates a UTM for you. #winning

Now what?

Creating a UTM is only the start of connecting the dots of your campaign performance. I always suggest setting conversion rules so that you can track what happens during the campaign and once its over.

And one more thing…once a campaign has officially ended, it doesn’t mean the consumer journey has, it’s only just started. UTMs will soon become your best friend when it comes to understanding the relationship between your campaigns and your audience.


Laura is the Managing Director and Co-Founder of FWRD Agency, a boutique social media marketing agency in South Melbourne dedicated to delivering end-to-end social media management for brands in Australia and across the ditch. Laura has an unhealthy obsession with consumer trends, taught herself to code and studied Counter Terrorism while undertaking her Business/Marketing studies. In her 10 years dedicated to marketing, she has worked with local and global brands within the tech, services, fashion, lifestyle and beauty industries. She loves to lecture on why data is so important and gets excited by start-ups and brands big and small who are equally passionate about their growth as she is. She likes to write about cold hard truths and offers candid advice on business strategy, social media, and all things marketing. She also strongly dislikes writing in the third person.