UTM tags are essential tools for tracking the performance of your marketing campaigns across various platforms. In this guide, you'll learn what UTM tags are, how to create and implement them, and how to analyze the data they provide.
1. 📌 What Are UTM Tags?
UTM (Urchin Tracking Module) tags are parameters added to the end of a URL to help track where your website traffic is coming from. They allow you to identify the exact source, medium, campaign, keyword, and content behind each link.
2. 🚀 Why Use UTM Tags?
UTM tags help you:
Understand which channels and campaigns are driving the most traffic
Analyze performance in tools like Google Analytics
Optimize your marketing spend by doubling down on what works
3. 🔍 UTM Tag Components
Dimension | Explanation | Recommended Use | Example |
Source | The referrer (platform or publisher) | Always use the platform name (e.g., |
|
Medium | Marketing medium | Consistent naming like |
|
Campaign | Campaign name | Use your internal campaign name |
|
Term | Paid search keywords (optional) | Useful for tracking keyword-level performance |
|
Content | Ad variation identifier (optional) | Distinguish between creatives |
|
4. 🛠️ Creating UTM Tags
4.1 Understanding Parameters
Use each parameter with purpose — e.g., utm_source=facebook shows where the traffic came from.
4.2 Tools for Creating UTM Tags
Use Google’s Campaign URL Builder to easily generate UTM-tagged URLs and avoid formatting errors.
4.3 Best Practices for Naming
Stick to lowercase
Use hyphens or underscores (not spaces)
Stay consistent across all campaigns and teams
5. ⚙️ Setting Up UTM Tags in Mobal
Go to Settings (bottom-left of your Mobal dashboard)
Click on the Advanced tab
Fill in the UTM parameters you’d like to append
Mobal will save and apply these tags to your URLs automatically
Refer to the table above for guidance on what to enter for each field.
6. 🔗 Implementing UTM Tags
You can append UTM tags to any external link like this:
arduinoCopyEdithttps://example.com/page?utm_source=google&utm_medium=cpc&utm_campaign=winter_sale
Use these URLs in:
Ads
Email campaigns
Social media posts
Partner links
7. 📈 Analyzing UTM Data in Google Analytics
7.1 Setup
UTM data is automatically captured in Google Analytics. Go to: Reports → Acquisition → Traffic Acquisition → Session source/medium
7.2 Key Metrics to Track
Traffic: Total sessions from each campaign
Conversions: Sign-ups, purchases, or goal completions
Bounce Rate: % of users who leave without interacting
8. ⚠️ Troubleshooting UTM Issues
8.1 Common Issues to Avoid
Incorrect parameter formatting → Use tools to generate URLs
Case sensitivity →
Facebook≠facebookSpecial characters → Use URL encoding (
%20for spaces)
9. ❌ Common Mistakes with UTM Tags
Mistake | Tip |
Using UTM tags for internal links | Only use them on external links to avoid skewing data |
Inconsistent naming conventions | Create a shared naming structure and stick to it |
Using special characters | Stick to alphanumeric characters, hyphens, and underscores |
Ignoring case sensitivity | Keep everything lowercase |
Overly long or complex parameters | Keep it short and clear for easier reporting and tracking |
Not educating your team | Make sure everyone knows how to tag links correctly |
✅ Summary: Why UTM Tags Matter
Track the true source of your traffic
Evaluate what content and campaigns perform best
Make smarter marketing decisions using real data
Have questions about setting up UTM tags in Mobal?
Reach out to [email protected] or use the in-app chat — we’re happy to help!