Without UTM codes you know that visitors came, not where.
A UTM code is an addition to a link that your analytics package uses to register where a visitor comes from. You link source, medium and campaign to it, for example the March newsletter. Without UTM, many visitors end up in the 'direct' collection bin and you don't know what worked.
IN COMMON LANGUAGE
How to use them
You paste the code behind your address and use that link in your newsletter, advertisement or social message. You will then see that source separately in your report.
Only use them on links from outside to your site. Internal links with UTM codes break your measurement: every click starts a new session with the wrong source.
WHY IT MATTERS
Where things go wrong
Inconsistent spelling is the most common mistake. Newsletter, Newsletter and Newsletter are counted as three different sources.
Therefore, agree on one spelling and stick to it: all lowercase letters, dashes instead of spaces.
- Only on external links — never internally, that breaks your measurement.
- Always lowercase — capitalization creates duplicate sources.
- Fixed spelling — record it in a document.
- No personal data — never an email address in a link.
- Source, medium and campaign — complete at least these three.
FREQUENTLY ASKED QUESTIONS
More about a UTM code
Are UTM codes bad for SEO?
No, provided you only use them on inbound links and your pages have a canonical. This canonical ensures that search engines attribute all variants to one address.
Do visitors see those codes?
Yes, in the address bar. That is usually not an objection; If you want it neater, you can use a shortened link that redirects.
Do I need them with Google Ads?
Usually not manually: with automatic tagging it happens automatically. They are necessary for newsletters, social media and collaborations.
CONTINUE READING
Of course, continue reading about this subject.
Know what really works?
We set up your measurement in such a way that you can see per source what requests are generated.