This is a quick course on how to build UTM codes to track your campaigns

1. linkedin.com/daniela-demarchi
- UTM CODE -
NAMING CONVENTION
IMPROVING CAMPAIGNS MANAGEMENT & TRACKABILITY
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2. WHAT’S UP FOR TODAY
1.WHAT IS UTM CODE
2.TYPES OF PARAMETERS
3.HOW TO BUILD A UTM URL
4.PRACTICAL EXAMPLES

3. WHAT IS UTM CODE?
• A UTM code is an enriched URL.
• It allows you to add information into your URL so you can answer
questions such as:
- Which channel is generating more clicks? Facebook or Email?
- Which Facebook ad is generating more conversions?
- How can I redistribute my budget, focusing on the channels that are
generating more conversions?

4. SOCIAL MEDIA
ADWORDS
DIRECTREFERRAL
PRESS RELEASE
http://domain.c
om

5. UTM CODES ARE TRACKING
PARAMETERS WHICH ALLOW YOU
TO ANALYZE WHERE WEBSITE
VISITORS ARE COMING FROM.

6. TYPES OF PARAMETERS UTM TAGGING

7. 5 TYPES OF PARAMETERS
utm_source*
utm_medium
utm_campaign
utm_content
utm_term
*Source parameter is required

8. THE TOOL
https://ga-dev-tools.appspot.com/campaign-url-builder/

9. WEBSITE URL WHAT IS THE URL YOU WANT TO TRACK?
Copy/Paste the URL you want to track
Website URL=www.domain.com

10. CAMPAIGN SOURCE WHO SENT THE VISITOR TO THE SITE?
Identify the source of your traffic.
Ex: facebook, twitter, email, google, blog, linkedin, QRCode
utm_source=facebook

11. CAMPAIGN MEDIUM
Identify the type of channel the visitor is coming from.
Ex: organic, boost-post, ad, affiliate, display, adwords, newsletter
utm_medium=ad
HOW THEY GOT TO THE WEBSITE?

12. CAMPAIGN NAME
Identify the name of the campaign. It should be identical in all channels.
Ex: summer-sale*, 8-day-challenge, christmas, black-friday
utm_campaign=giving-tuesday
WHAT IS THE CAMPAIGN ABOUT?

13. *COMPOUND WORDS:
Avoid using spaces in
UTM parameters. The
tool will replace spaces
with “%20”.
(E.g. summer sale translates to summer%20sale)

14. COMPOPUND WORDS
• Define a convention style for compound words. Here’s the most options:
• camelCase: combines words by capitalizing all words following the first word and removing the
space.
• PascalCase: capitalizes all words (including the first word) and removes the space.
• snake_case: all words in lowercase and spaces replaced with an underscore (‘_’)
• plus+sign: use a plus sign between the words in your campaign name and you will a see space
inside Google analytics. Plus (+) signs translate into spaces in Google Analytics reports.
• (recommended) kebab-case: all words in lowercase and spaces replaced with a dash (‘-’)

15. CAMPAIGN TERM
Identify who you are targeting on this publication. Not required when targeting all base.
Ex: no-opens, lookalike-email, newsletter-signees, man-25plus
utm_term=fem-genz
WHO ARE YOU TARGETING?

16. CAMPAIGN CONTENT
Identify the type of content (video, img, caroussel, gif) and an identifier* of the content.
Ex: img-cuddling, gif-animal, img-airplane, video-30s
utm_content=video-socialization
HOW DOES THE CREATIVE LOOK LIKE?

17. *IDENTIFIER:
A keyword with max 2
words that can help you
remember to which
ad/post the code is
linked to.

18. HOW TO BUILD A UTM
URL?

19. secure.four-paws.org/too-cute-for-
rabies?utm_source=facebook&utm_medium=ad&utm_campai
gn=myanmar-vaccination-program&utm_term=rescue-donors
&utm_content=carousel-costs
BASE URL
JOINS THE
PARAMETERS
WHERE THE UTM
CODE STARTS
INPUT/ARGUMENT
UTM PARAMETERS

20. HOW TO BUILT A UTM CODE?
• add a “-” between two words
• summer-sale ✓
• summersale X
• All letters should be in lowercase:
• facebook ✓
• Facebook X

21. HOW TO BUILT A UTM CODE?

22. HOW TO BUILT A UTM CODE?

23. CONNECT THE UTM
BUILDER WITH YOUR
BIT.LY ACCOUNT SO
YOU CAN PERSONALIZE
THE URL

24. LET’S PRACTICE!
Remember there is more than one possible solution 

25. • Branding campaign for healthy
food targeting women.
• Landing page:
https://domain.com/
BEGGINER LEVEL

26. https://domain.com?utm_source=facebook&utm_medium=ad
&utm_campaign=branding&utm_term=women-
health&utm_content=img-product

27. • Thank you email sent to
newsletter signees with “shop
now” button.
• Landing page:
https://domain.com/products
INTERMEDIATE LEVEL

28. https://domain.com/products?utm_source=email&utm_mediu
m=ty-email&utm_campaign=signees-
offer&utm_term=newsletter-signees

29. • Google Banner for Online
learning platform
• Landing page:
https://domain.com/courses
MASTER LEVEL

30. https://domain.com/courses?utm_source=google&utm_mediu
m=banner&utm_campaign=free-courses

31. YOU’VE
GRADUATED!
CONGRATULATIONS!

32. THANK YOU! 
Dani Demarchi