UTM Tracking Links: Why They’re Your Marketing Secret Weapon

Links are the building blocks of the internet. Being able to quickly and easily click from one web page or site to another is fundamental to “surfing the world wide web.” These days, they’re so common that we often take hyperlinks for granted.

Using links to grow great content and analyze how your audience responds to it is one of the most underrated skills in marketing. Doing so is more realistic than most marketers realize.

That’s because of something called UTM tracking links. (What does UTM stand for? Keep reading to find out.)

You may not realize it, but you likely click on UTM tracking links every day. They’re nearly everywhere, hidden in plain sight. And if you learn how to use them properly, they can be a true secret weapon when it comes to your marketing analytics.

What are UTM tracking links?

To start, what does UTM stand for? UTM is short for “ Urchin tracking module.” I know what you’re thinking-no, this doesn’t have anything to do with sea urchins. It’s called that because it was created by Urchin Software, which was acquired by Google in 2005.

Essentially, UTM codes act as little labels on links that get recognized and organized when they come into Google Analytics. So keep in mind…