---
title: "How To Track And Improve The Impact Of Every Marketing Campaign Using UTM Codes?"
slug: "how-to-track-and-improve-the-impact-of-every-marketing-campaign"
updated: 2026-01-16T12:33:24Z
published: 2026-01-16T12:33:24Z
canonical: "supporthub.usheru.com/how-to-track-and-improve-the-impact-of-every-marketing-campaign"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://supporthub.usheru.com/llms.txt
> Use this file to discover all available pages before exploring further.

# How To Track And Improve The Impact Of Every Marketing Campaign Using UTM Codes?

**A quick guide to setting up UTM tags**

## Introduction

It’s a real cliche but as they say, if it’s not measured, it’s not managed. To set yourself up for success and to know precisely how to improve your marketing, you must ensure you are tracking the impact of each marketing campaign on an individual basis. UTM codes, otherwise known as Urchin Tracking Modules, are parameters which you can add to any link in order to more effectively track the success of your online marketing campaigns.

## Recommended Steps

1. **First, you need to decide on your UTMs.**

**utm_source:** This identifies where the traffic has come from e.g. utm_source=Facebook

**utm_medium:** This identifies the type of link used such as CPC, email, ad, stories, event or post e.g. utm_medium=post

**utm_campaign:** This is the name of the specific promotion or campaign e.g. utm_campaign=trailerdrop2.

In the following table, you can see how traffic will be categorize depending on the values of these utm codes:

| Organic-Search | utm_medium is "search" or "organic" OR traffic comes from a list of know search engines (eg. google, bing, aol, baidu, duckduckgo, etc) |
| --- | --- |
| Organic-AI | Traffic comes from a list of know AI Assistants (eg. chatgpt, gemini, perplexity, etc) |
| Paid | utm_medium matches a list of keywords (paid*, remarketing, interstitial, *cp*, banner, retargeting, advert, display, social*paid, expandable, ppc) OR traffic comes from a list of know advertising platforms |
| Email | utm_medium or utm_source contains "mail" or "newsletter" OR traffic comes from a list of know email marketing tools (mailchimp, etc) |
| Social | utm_medium is “social”, “social-network”, “social-media”, “sm”, “social network”, “social media” or "post" OR traffic comes from a list of known social networks (eg. facebook, x, instagram, pinterest, etc) |
| SMS | utm_medium OR utm_source is "txt", "sms", "mms" or "text" |
| Offline | utm_medium OR utm_source is "qr code", "qr-code", "qrcode" or "offline" |
| Community | Traffic originating from links shared by users using the platform sharing capbilities |
| Referral | Traffic that includes referral information and/or utm codes but doesn't match any other category |
| Direct | Traffic withour referral information and utm codes |

1. **Next, you can begin adding your chosen parameters to your url. In this example we will pretend that we are directing users to a movie page on your usheru Connect platform.**

- Begin with the destination URL: e.g. yourwebsite.com/movie/movie-name
- Add a question mark: e.g. yourwebsite.com/movie/movie-name?
- Add your first utm: e.g. yourwebsite.com/movie/movie-name?utm_source=Facebook
- Add an & and your next utm, eg.: yourwebsite.com/movie/movie-name?utm_source=Facebook&utm_medium=post
- Add as many utms as you like, with an ‘&’ in between each one

Here is an example of a link for a Facebook trailer campaign: yourwebsite.com/mynewmoviename?utm_source=facebook&utm_medium=post&utm_campaign=trailerdrop2

It’s important to note that while creating UTM codes manually is relatively simple, it is still very easy to make mistakes which can lead to issues with tracking. If you would like access to our UTM calculator (a handy tool to help generate UTM’s for you) please contact [clientsupport@usheru.com](http://clientsupport@usheru.com).

1. **Other Tips:**

- If you are dropping the same creative in a Facebook social post as a digital ad, simply change the medium or if you are using it in Instagram change the source.
- If you want to test different CTAs, enter them in the campaign name or content for example. Now if you try different messages with different audiences on different platforms, you can measure the impact immediately down to the individual marketing campaign.
- It becomes extremely clear which ads are generating the most value for you and the most success based on your goals. This allows you to divert your time, energy and / or digital spend to the most successful messaging, and can serve as a learning for saving money on future campaigns.

## Summary

To effectively track marketing performance, UTM tags help identify traffic sources, mediums, and campaign names. By appending these parameters to URLs, marketers can measure the impact of each campaign. Testing variations like CTAs or platforms reveals which strategies drive the most value. This data-driven approach enables smarter spending and better campaign optimization.