UTMs and Why They Matter

UTM stands for Urchin Tracking Module.

Yea, it sounds funny to us too, but we’ll talk about Urchin’s another time.

UTMs are parameters that appear in links that help identify traffic sources and patterns.

By adding UTMs to your links you can receive insights such as where searchers came from and what campaign directed them to you.

Google Analytics, one of the most powerful reporting tools, automatically identifies your campaign traffic if the UTM parameters are set up correctly on the ad itself.

Consistently UTM tagging all of your web traffic will provide richer insight as you can monitor success at the ad level.

UTMs, Got it. What’s Next?

So you’ve launched your campaign from Hunch.

Now you are patiently waiting to see which Facebook ads are bringing in the most traffic and which direction those leads will take.

Before you can measure the success of your ads, you have to tell Google Analytics how to recognize what traffic is coming from what platform, campaign, or keyword.

You can do this by adding UTM parameters to the links you use in your campaigns.

***Quick note:

You can create URLS for custom campaigns for website tracking on Facebook.

You can also set UTM parameters within Hunch and use macros so that they are automatically generated for each ad set created within a GROUP.  

When you create GROUPS, our containers for separating data and setting default values, you can save time and keep your client information tidy.

A UTM parameter appears at the end of a url and tells Google Analytics 5 things:

  1. Source - who sent the visitor to the site (Facebook..)

  2. Medium - how the visitor was sent to the site (CPC, CPM, email, etc…)

  3. Campaign - the campaign name which should be identical to the campaign name in the ads platform. UTMs are case sensitive and replace each space by %20

  4. Term - something that signifies the targeting of the ad

  5. Content - something that identifies the individual ad, usually something that is tied to the creative of the ad (“pink banner” or “all items 50%”)

Example URLs with UTM parameters:



When you add UTM parameters to an ad, this tagging becomes part of the URL.

You’ve seen those long URLs when you enter a website.

This is useful for your reporting because organic traffic is likely to be lower in the funnel than a lead from a Facebook Ad.

You can now consider what steps in your remarketing funnels are necessary.

Facebook advertising traffic can be tricky.

If you don’t add UTM tags to your Facebook ads, Google Analytics will struggle.

Facebook ad traffic often appears as facebook.com / referral, m.facebook.com / referral or something similar without UTM tagging in place.

Utilizing a good UTM structure is critical for viewing lead and sales success for your Facebook ads.