What is UTM Tracking?

Learn what UTM tracking is and how it works in your email campaigns.

Hannah Breese avatar
Written by Hannah Breese
Updated over a week ago

UTM is short for Urchin Tracking Module. A UTM code is a short snippet of code, comprised of elements called UTM parameters, which are tags added to a custom URL in order to track performance of emails, websites, etc. 

In LimeSpot's Email Personalization feature, you can check the boxes in the UTM tracking sections and apply values if you want to override the UTM tracking from your email service provider and use different values for the content generated by LimeSpot.

Here’s an example of a UTM Code:
The above UTM-tagged URL would track all visits which land on the URL via Twitter.

UTMs can be configured to report on data such as:

  • Source: The source parameter lets you know where the traffic came from.

  • Medium: The medium parameter allows you to track what type of traffic the visitor came from. In LimeSpot context, this would just be email.

  • Campaign Title: The campaign title parameter allows you to track the performance of a specific campaign

  • Content: The content parameter helps you track which widget in the email was clicked through.

  • Keyword Term: The UTM term, or keyword parameter, helps you track individual products that the user clicks through. In LimeSpot context, using the {{product-title}} tag tells the system to automatically apply the title of the product on which the user clicks, or you can override this by entering your static value.

UTM codes can be extremely helpful for anyone who shares content or promotes products and/or services on email campaigns. UTMs allow you to create reports on where visitors are coming from, whether those visits convert into sales for your business, and more. Consequently, you’ll be able to create stronger-performing content and optimize the email campaign with LimeSpot to boost ROIs.

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