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The Beginner’s Guide to Tracking Leads with UTM Link Builders

Heather Mueller
August 5, 2015
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Min Read

Do UTM links elude you? You’re not alone. Although these powerful little parameters can reveal a lot about where your leads come from, many marketers still don’t really know how to put them to good use.If you’ve heard of UTM parameters but have never set them up and have no idea where to begin, this post is for you. We’re going to look at UTM link builders from an absolute beginner’s perspective and show you how to start giving them a role in your digital marketing campaigns.

What are UTM parameters?

UTM, which stands for Urchin Tracking Module, is a format Google uses to track unique URLs. UTM parameters are simply informational tags you add to a URL—any URL—so Google can define precisely where and when people click on the link that takes them to it.You’ve probably clicked on all kinds of UTM links yourself when you click on digital ads and open email links:

UTMEmailExample

In the example above, everything after the question mark is a UTM parameter. As soon as the link is accessed, its parameter information is recorded within Google Analytics.

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Heather Mueller
Heather is a website copywriter and digital content strategist who loves helping brands generate leads through the power of the written word—especially when using Formstack. Connect with Heather on Twitter @heathermueller.
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