Quick Info Guide: All about UTMs

Table of Contents

Overview: Definition of a UTM

UTM Use Case

UTM Benefits

Using UTMs at PinMeTo

• Listings
• Posts

Overview: Definition of a UTM

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In a nutshell, UTM is a simple code that you add to your web page URL to track were your traffic comes from. It doesn't impact the performance of the URL in any way.

UTM stands for "Urchin Traffic Monitor". This name comes from Urchin Tracker, a web analytics software that served as the base for Google Analytics. Sometimes UTM Codes are also called UTM Tags.

UTM Use Case

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UTM tags helps you track the source of your visitors. Google Analytics can provide rough information on where your traffic comes from, however, adding UTM codes will give you even more detailed overview of that information.

You can track 5 different parameters:

1. Traffic source - where the traffic originated from. The parameter is utm_source and it can be used to track sources such as Facebook, Google, Bing, etc.

2. Medium - It tracks the type of traffic of your visitor’s origin. The parameter is utm_medium_ and it will display sources like cpc (cost per click), social, referral, email, etc.

3. Campaign name - It tracks the performance of a specific campaign. The parameter is utm_campaign and it can be used to differentiate traffic, i.e. between Facebook or email campaigns. 

4. Content - It tracks which link was clicked, in case you have multiple links pointing to the same URL. The parameter is utm_content.

5. Keyword Term - It tracks which keyword term a website visitor originated from. The parameter is utm_term.

UTM Benefits

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1. Monitor the performance of your marketing campaigns.

2. Better understand the behavior of your visitors.

3. Gather more detailed insights on your marketing impact by combining information.

4. Track performance across marketing channels.

5. Draw informed conclusions for optimizing future campaigns.

Using UTMs at PinMeTo

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UTM tracking in Listings

Add dynamic tags for different networks and locations.

➡ Our recommendation

• Include a UTM in Listings for your Homepage URL.
• Use Organic as a Medium so that you can differentiate between when a customer has found your page in an organic way or via the social flow in Facebook.

➡ How to set it up

• Navigate to Listings → Locations
• Choose a location and go to the "Location Homepage" field.
• Once added, we will automatically create the tags for each network.
• You can then click on "Update many" and select all the locations you want to update the same way.

UTM tracking in Posts

Add dynamic tags to your posts to follow traffic driven to your landing page(s) from your content.

➡ How to set it up

• Navigate to Posts → Create Post
• For Facebook link posts, in the "Link URL" section, you can add something similar to the following query after the URL: ?utm_source={{network}}&utm_medium=social&utm_campaign={{storeid}}.
• For Google link posts, in the "Call-to-Action" section, choose "Learn more" or another link supported action and add something similar to the query mentioned for Facebook link posts above.

Updated on: 03/02/2026