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The Importance of UTM Codes in Your Digital Marketing

The business icon Peter Drucker said, “What gets measured, gets managed.” Marketing isn’t cheap, and if you can’t measure the impact of your marketing, you can’t improve it or justify its expense. UTM (Urchin Tracking Module) codes provide more granular analytics to gauge the effectiveness of your online ad campaigns. Unless you’re already working with UTM codes, or have a background in digital marketing, this might be the first time you’ve heard the term. If your current marketing agency partner isn’t using UTM codes – you probably want to change that. By the end of this article, you’ll understand the importance of UTM codes in digital marketing, why we at Doohickey use UTM codes for our clients, and why you should too. 

How do UTM Codes Work? 

Imagine you have just created a beautiful landing page. You have five different Facebook campaigns that all lead to that landing page. By utilizing UTM codes, we’re able to track the specific campaign that generated the clicks to get people to your landing page. Without UTM codes, we would just know that “Facebook” was the lead source, but we wouldn’t know what Facebook campaign was the most effective one. We can do the same thing with email, PPC, LinkedIn, and any other type of unique campaign. 

What are UTM Codes? 

A UTM code is just a simple code that you add to the end of a URL to track the performance of campaigns or content. 

There are five parameters you can track:

  1. Source 
  2. Medium 
  3. Campaign 
  4. Term 
  5. Content 

What you choose to track shows up in your analytics report giving you a clear insight into how effective your marketing is or isn’t. Choose the right kind of company like the Marketing Heaven to get a better reach.

A UTM code looks like this:

The part after the “?” is the UTM code. That code tracks who sent the traffic to the page – the source. 

UTM Codes are composed of two parts: 

  1. UTM Parameter – in the example starts with utm_. Then you can choose 5 different parameters to track, as mentioned above.
  1. Tracking Variable – a unique variable to identify the dimension being tracked – like the name of the traffic source, campaign, etc.  

What Can You Track with UTM Codes? 

As we mentioned already, there are five parameters you can track. But what does each of those five parameters mean? Let’s take a closer look at each one and why they matter.  

  • Traffic Source 

Where is your traffic coming from? Is it Facebook, Google, Bing, an email list? The source parameter lets you know where the traffic for your landing page originated. 

  • Medium 

Did the visitor come from email, social media, referral, a display ad? The medium parameter tracks what type of traffic the visitor came from. 

  • Campaign Name 

How can you differentiate traffic between your 5 different Facebook campaigns? The campaign name parameter does this for you. 

  • Content 

Have multiple links pointing to the same URL? For example, an email with multiple CTA buttons. Content code lets you know which button was clicked.  

  • Keyword Term 

Which keyword is getting visitors to your landing page? The keyword parameter lets you know which keyword term a website visitor came from. This parameter is used for paid search ads in particular. 

Ready to Get the Most out of Your Digital Marketing? 

If you can’t measure it, you don’t know if it’s working. It’s amazing how many online marketing agencies sell services to businesses and don’t provide the analytics to show their work. All marketing is about testing – just because it’s online, that doesn’t mean you shouldn’t test. What it really means is we can test more and better than ever with all the tools in the digital landscape. We can find out what’s working, refine our processes, and get results much faster. If you’re ready to optimize your digital marketing resources with UTM codes, we’d love to help. 

Shading Options: Flat vs. Dynamic Design


Coloring vector shapes for logos uses either flat colors or gradients. Flat logos typically consist of one or two single shades of color that are applied across the whole shape. Gradient logos use two shades of colors that fade into each other to give a sense of dimension and really help make the logo pop. All gradient logos designed by Doohickey® include a flat color version.

Brand Style Guide: Establish Professional

Brand Guidelines


Your logo is the face of your business, it's usually what gives people their first impressions before engaging with your brand directly. We put a lot of care into our logo designs by arranging compositions, choosing the right typefaces, packing designs with meaning and more. With a brand style guide, you'll be able to create a more cohesive brand identity across every corner of your business. From brochures to websites and more, we'll help you build an even stronger look and feel for your brand with custom-made brand style guide.

Color Options: Coverage for All Applications


Choosing the right colors is an important part in creating your brand identity, but did you know there are different types of coloring systems in graphic design?

RGB: is typically how your monitor displays color using light.
CMYK: A printing process where the ink is applied on press in a 4 step layered process.
Pantone: A color matching system with set swatches that are premixed and used in printing (like paint at the store)
Hex: A color-coding system used on websites.

File Types: Raster vs. Vector


When it comes to logos, it’s important to have the right files for the right occasion. Pixel-based raster files like JPEGs and PNGs are what you normally see on the web, they come in smaller file sizes and are easy for web browsers to load. However, these files are limited in their size and trying to use them in anything larger than a business card for print can result in low quality pixelation. With EPS and PDF files, you will be able to scale your design to any large sized print and retain the sharpness and quality of the design. This allows your logo to be applied practically anywhere from merchandise to large scale advertising such as billboards.

Select a Style: Customizing Your Logo

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