Track website traffic with UTM

An UTM (Urchin tracking module) is used to figure out where website traffic is coming from.

It is a set of parameters added to a URL to track the effectiveness of online marketing campaigns across traffic sources and publishing media.

Three types of traffic:

  1. organic (e.g. from search engines)
  2. referral (e.g. from Facebook)
  3. none/direct (unknown source)

Google needs three things to figure out the traffic:

  • source (brand name)
  • medium (traffic type, e.g. email marketing)
  • campaign (purpose)

Go to Google URL Builder to set up a UTM link (start watching at 5:20)