What is a UTM?

A UTM code is a simple code that you can attach to a Poplink in order to track a source, medium, and campaign name. This enables tracking software like Google Analytics to tell you where searchers came from as well as what campaign directed them to you.

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A common use of UTM code is to create a Poplink for each offline campaign, and then redirect that Poplink to whatever forwarding address you assign to it — most likely your main domain. This will give you the ability to track how a weekly newspaper ad, coupon, radio ad, or TV commercial is working without having to create custom landing pages for each campaign.

By creating a separate UTM code for TV commercials and print ads, for example, you can get data on which generates more traffic, conversions, etc. Furthermore, you can track not only the source and the medium (radio, newspaper, coupon, etc.), but even individual campaign names like “Fall Toyota Sale.”

There are also some other values you can add to your code to monitor terms you are going after, or even specific content. Terms can include keywords like “gym shoes,” “Chicago deep dish pizza,” or any other paid terms you are targeting. For content you may monitor two different ads that include the same message but different text to see which performs better.

Once you know the values you want to track, you can simply enter these values into your promotion parameters, click “save” and you are set.

The wonderful thing about UTM codes is that you can change the code whenever you like to adjust the medium, month you may be running something, or any other factors you need tweaked.