What Are UTM Codes and How Do I Use Them?

Local marketing


Any modern marketer should be measuring and analyzing their efforts with real numbers. You should know where your leads and traffic are coming from and that’s where UTM codes come in handy. These little snippets of code can turn good marketing analytics into excellent analytics.

First, what does “UTM” stand for? UTM stands for "Urchin Traffic Monitor". This name comes from Urchin Tracker, a web analytics software that served as the base for Google Analytics. In a nutshell UTM code is a portion of text added to the end of a URL that enables you to track visits to that URL.

What it does and why should you use UTM code?

UTM code helps you track the source of your visitor. Google Analytics can provide rough information of 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 - It tracks 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 and Email campaign. 

  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.


Benefits from using UTM code:

  1. Marketing campaigns performance tracking.

  2. Get a better understanding of the behaviour of your visitors. Better visitor behaviour understanding.

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

  4. Track performance across different marketing channels.

  5. Draw informed conclusions for optimizing future campaigns.


How do we recommend to set it up in PinMeTo Places - Listings.


Listings makes it easy to add dynamic tags for the different networks and locations.
We recommend you to simply use the following query after the URL:


In order to do that you will need to navigate to Listings - Locations - Chose a location - select the Homepage field.

Once added, Places 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.

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How do we recommend to set it up in Location Posts.

Location posts makes it easier to add dynamic tags to your posts 

In order to do that you will need to navigate to Locations posts - Create post - Add content to your post:Link and the following query after the URL:


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Keen to know more about how to manage multiple locations online? Drop us an email at Hello@pinmeto.com or jump on over to our landing page and chat with us live! 


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