You start a new digital marketing campaign, thinking, what are your competitors doing? 

Discovering what your competitors are doing without deep diving into site auditing and research isn’t always cut and dry.

But what if I told you there was an easy way to tell if your competitors are doing digital marketing?

One phrase: UTM Codes.

Navigate this Article

What is a UTM Code?

UTM codes are snippets of code that are added to the end of a URL. They allow you to track your digital marketing campaign’s success and specific parameters without doing anything at all. The code is used to pinpoint the source of the traffic to a URL or landing page, such as a directory, Google Business Profile, or even a backlink.

A UTM code contains at least two but up to five parameters:

1. Campaign Source [REQUIRED]

Example: UTM_Source=Google

Explained: The source of the URL traffic (i.e., Google, Yahoo, Bing, DuckDuckGo, etc.)

2. Campaign Medium [REQUIRED]

Example: UTM_medium=GBP (Google Business Profile)

Explained: Where the URL can be found; the medium that houses the link (i.e., Google Business Profile, Yelp, Facebook, Instagram, etc.)

3. Campaign Name [OPTIONAL]

Example: UTM_campaign=Black-Friday

Explained: The name of the campaign; helpful for special promotions and specific campaigns/sales (i.e., Black Friday, BOGO, Clearance Sale, etc.)

4. Campaign Term [OPTIONAL]

Example: UTM_term=Digital-Marketing-Promo


Explained: Campaign terms can be used in UTM codes for advertisements such as Google Ads. This allows you to track what keyword the traffic came from (i.e., digital marketing agency scranton, SEO specialist near me, content marketing, etc.)

5. Campaign Content [OPTIONAL]

Example: UTM_content=display

Explained: Campaign Content names are used to differentiate traffic where multiple URLs may point to the same landing page (i.e., Header, Footer, Banner, Sign Up Button, Display, etc.)

What does UTM stand for?

UTM stands for Urchin Tracking Module.

UTM Code Generator

➡️ Campaign URL Builder

Back to the Basics

As mentioned earlier, you technically only need two naming conventions to create a UTM code: campaign source and campaign medium. You only need to fill out all of the fields if it benefits you. It will not have an impact on rankings.

For example, take this UTM code we’ve created for when we post this blog on LinkedIn:

Can you spot the source and the medium just by looking at the link?

How to Make UTM Codes for Google Analytics 4 (GA4)

You can create custom UTM codes for your website campaigns to track on Google Analytics 4 by simply toggling “GA4” on the UTM code generator by Google Web Developers.

How to Tell if Your Competitors are Doing Digital Marketing

UTM codes are a fool-proof way to see if your competitors are doing digital and tracking the success of their digital strategy. Look for common areas [see next section] where UTM codes are found, and check to see if your competitor has the code snippet at the end of the URL. A great starting point is Google Business Profile referral traffic. Simply click on your competitor’s website link through their GBP, and check for code.

Where to use UTM Codes

Here are just some of our suggestions at RiZen Metrics as to where you can place UTM codes:

  • Google Business Profile
  • Bing Places
  • Yelp
  • Facebook
  • Instagram
  • LinkedIn
  • Backlinks
  • Advertisements
  • Call-to-Action buttons

How to Track UTM Codes

UTM Codes will automatically begin tracking once live. You can view the success of your campaign by going into Google Analytics or Google Analytics 4 and reviewing the Source/Medium or Acquisition data. No further action is required! Easy as can be. Just log in and view your traffic stats.


Unchanged: UTM codes are a great way to track the success of your digital marketing campaign and an easy, fool-proof way to tell if your competitors are doing digital marketing. UTM codes add code snippets to the end of your URL to allow for enhanced tracking on Google Analytics or GA4. You can use these codes for tracking on platforms like Google, Google Business Profile, Bing, advertisements, backlinks, and even call-to-action buttons.

RiZen Metrics is your #1 SEO agency in Scranton, PA. We collaborate with you to ensure that your strategy is leak-proof. Let’s start your journey to being better seen online today!