Challenge us

Why are specific UTMs so important in digital marketing?

Fast and efficient access to a ton of marketing data with just a few clicks? Here’s the importance of using specific UTMs to better focus your marketing efforts on platforms and content types that really work for you.

Do you know what a specific UTM is?

If you’re a marketer, you’ve probably already heard about specific UTMs. It’s an efficient, accurate and free data tracking and data collection tool. The UTM or “Ultra Tracking Module” is actually a type of URL that tracks where your website traffic is coming from.

By setting up a specific UTM link, in the form of a code, it is possible to get an overview of your performing content as well as the platforms that have  bigger return on investment for your organization.

From the information collected and then analyzed on Google Analytics, you will be able to know the origin of your conversions and therefore effectively direct your content creation and your marketing and advertising efforts. 

What kind of information can specific UTMs report to you?

There are 3 main types of UTM parameters: the “source” UTM, the “campaign” UTM and the “medium” UTM.

The “source” UTM allows you to determine the origin of your traffic. You will be able to determine if your users come from social platforms or from search engines. For example, if you know that your traffic comes mainly from Facebook, you can implement a strategy that specifically targets this platform.

The “campaign” UTM refers to a specific campaign or promotion in order to evaluate its performance. For example, if you are launching a new product, you can add a specific UTM and get a detailed report on the effectiveness of your marketing efforts. You can then determine if your campaign should be improved or even deleted entirely.

The UTM “medium” transfers information on the performance of the channels established to carry out the campaigns. For example, by paid or organic media, by blog posts or even by social networks. 

How to use them wisely to leverage your digital efforts

After adding your specific URL as a code, you will receive a variety of information that can be analyzed and counted in Google Analytics. 

Here are some of them: 

  Number of visits

  Percentage of new visits

  Bounce rate

  Conversion rate

In marketing, data is the basis for any well thought-out decision! It allows you to have an informed look and to put in place efforts that will have a real impact on your business.

Analyzing the performance of your content is key to understanding what your audience wants to see from you! With the data collected, you will have valid sources to learn how your consumers interact with you.

To read more about content marketing, check out our article.

From the URLs, it is also important to evaluate the most relevant channels on which you should focus. Concentrate on the best performing campaigns and remove those that are not producing any results. By having several concrete reports on your conversions and their sources, you will be able to save a lot of time and money!

Questions to ask yourself

  • What content do I create that performs best?
  • Which platforms make me the most money?
  • From which platform do I get most of my traffic?

Stay on top of the latest digital marketing trends.

Subscribe to our newsletter and receive the latest news, once a month, directly in your inbox.

    *By entering your email address, you agree to the Billy.Social Terms of Use and Privacy Policy.


    Gavriloff, J. (2021, July 22). UTM : comprendre et utiliser les paramètres dans vos campagnes. HubSpot. Retrieved November 12, 2021. Online.

    Kranz, J. (2020, June 30). What Is a UTM Code? The Complete Guide Everyone Can Love. Buffer Library. Retrieved November 12, 2021. Online.

    Zote, J. (2019, September 19). UTM tracking & URL shortening for social media marketers. Sprout Social. Retrieved November 12, 2021. Online.

    Godin, C. (2020, November 10). Qu’est-ce qu’est le marketing de contenu? Retrieved November 12, 2021. Online.

    profile picture

    Caroline Godin

    Présidente et fondatrice chez Billy.Social

    You will also like…


    Leave A Comment