The basics of a UTM

What is a UTM and what does it do? This infographic is here to help you to implement UTM’s and understand why.

You can use UTM’s to track difference sources of traffic where sites link to your site.

For your Google My Business (GMB) listing, it’s highly recommended that you use a UTM of google_my_business or similar for your web site link. This will differentiate the organic traffic from your general organic traffic to where you can see GMB listing clicks under medium=organic and source=google.

Here is a great chrome extension you can use to build a UTM on a certain page.

Here is the Google UTM/Campaign URL Builder: this one requires an extra step of copying your url then navigating to this builder to create the UTM.

To measure the performance of your UTM’s use Google Analytics.

You can use UTM’s in email marketing also. If you want to track which elements of an email get clicked more use a UTM of utm_content= this way you can improve your click thru rate by measuring which call to actions work better. If one design or call to action performs better, you can make improvements.

To see the performance of your campaign navigate to Campaigns and add a secondary dimension of ad content. This way you can see the different clicks from the same campaign.

Use lowercase for all UTM’s of source & medium. This is the default setting for Google Analytics. If not, organic and Organic will be two different mediums. Google and google will be two different sources.

Start your first utm with a question mark and each addition utm is added with an ampersand. Here is an example for GMB web site link.

For your Google My Business (GMB) profile use the following UTM’s:

Website Link (All lowercase)

  • source=google
  • medium=organic
  • campaign=google_my_business

Menu Link

  • source=google
  • medium=organic
  • campaign=google_my_business_menu

Appointment Link

  • source=google
  • medium=organic
  • campaign=google_my_business_appt

GMB Post

  • source=google
  • medium=organic
  • campaign=google_my_business_post


  • source=google
  • medium=organic
  • campaign=google_my_business_products

At the end of your campaign UTM, you can add an additional unique identifier for each post, product or service you add to your GMB listing.

How to use a UTM Infographic
The Basics of a UTM

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