How to Use UTM Variables for Tracking

8 Jun 2015

How to Use UTM Variables for Tracking

UTM variables are qualifiers you can add to the end of a URL to help you track where traffic to a page is coming from. UTM stands for Urchin Traffic Monitor and is meant to create the most accurate measurements of unique website visitors. The variables make it easier for Viralstyle analytics to store the source data. In Viralstyle, for example, this information appears in the reports under “Visit Origin”.

UTM Structure:
The basic structure is a standard URL followed by a question mark and the UTM variables.

Each UTM variable provides a unique trait of the source traffic.

UTM_Source = A UTM Source tag names the site that is driving the traffic, e.g, Facebook
UTM_Medium = A UTM Medium tag names the type of traffic, e.g., CPC
UTM_Campaign = A UTM Campaign tag names the specific campaign that this traffic is a part of, e.g. Holiday Campaign
UTM_Content = A UTM Content tag gives you a sense of what was in the add or post that led to the click-through e.g., gifts-for-moms
UTM_Term = A UTM Term tag is used for search campaigns and tells you what keywords were used.

You do not need to use every UTM variable, just the ones that will help you differentiate your traffic streams.

For Example: (A paid ad on Facebook) (A shared link on Facebook)

Viralstyle has a URL builder built into the dashboard.

First, access the individual dashboard.


Select the “Marketing” tab and the “URL Builder” will appear.


You can use the URL builder to create UTM variables and the URL will be automatically generated for you.

url2You can track URL variables on your campaign dashboard.