The Endless ways to track utm codes to increase revenue

Which social network is directing the most traffic to your website, right now? It's ok if you don't know the answer right off hand...well, maybe it's not. How about this, do you know which revenue is associated with which network? What about the percentage of traffic generated by social vs. by email? 

Yes! You can track it all, and you can track it for FREE! All you need is your Google Analytics and a bit of UTM codes.

UTM stands for Urchin tracking module. The Urchin Software Corporation was acquired by Google back in 2005 and since their software has been the foundation for what we now know as Google Analytics.

UTM codes are bits of text that you add to a link to tell Google Analytics - and other analytics tools - a bit more information about each link. Here is a sample of what it looks like from Buffer:

utm example

UTM's are important because they help to maximize your time on social, especially if you are active publishing new links per day. UTM codes help you track the performance of each of the links so you can easily examine where your traffic is originating.

You can also use UTM variable within the link to track general information, like how much traffic you're getting from social. In fact, you can track them to get further details, like how much revenue you get from your Twitter bio!

The ways to track links with UTM codes are endless. Invest some time now to strategically tag your links, you will be rewarded later with advance tracking and  positive results.

Revealing the utm untold story

There are 3 critical questions your UTM code can answer. Get all UTM'ed up so your link will help you answer essential questions about your web traffic:

Your UTM codes tell they story of how your traffic is following your brand. This is done by using 3-4 elements, the UTM parameters:

  • Source
  • Medium
  • Content (optional)
  • Campaign

This is why a UTM-tagged URL looks like this in Buffer:


See all the utm_bits? That is where they are labeling the traffic that comes from that link.

utm parameters

To avoid typing the long string of characters, it is more practical to use URL generators. These tools allow you plug in the values of each parameter and they will string them together in a clean URL. Here are a few of the most popular generators:

  1. Google URL Builder
  2. Effin Amazing’s Chrome extension
  3. The Buffer in-app link shortener (what ACI agency uses)

The UTM parameters tell Google Analytics how to sort your incoming traffic. If you are tracking your links across social and across your other digital content, you will see increased benefit from Google Analytics Acquisition features - because you giving Google Analytic more to track.

These above examples were from Buffer, a platform that we use at ACI agency to auto-post social, manage campaigns as well as our social calendar. Use Buffer to tell your brand’s story and grow your audience with a publishing, analytics, and engagement platform you can trust.


Andrea Callahan inspires passionate & purpose-driven brands to maximize their strengths to craft an image that represents their WHY, and then use that WHY to position themselves as Industry Influencers; who share experiences that attract their Ideal Buyers. Callahan is a speaker, seminar leader, and the author of, "It's Your Brand ~ Make Your Identity Clear." Callahan is also the principal brand manager @ACIagency, a high-end boutique, integrated-marketing agency, specializing in helping locally-owned brands share their WHY.

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