3 Important things I learnt about Google’s URL Builder today

By Hannah Cairns, Account Executive.

I am new here at Synchromesh with just shy of four months under my belt. I am the ‘rookie’ of the company.  This position comprises of a big learning curve and the responsibility to absorb as much information as possible every day. Today I have been learning about digital and I am pleased to share it with you.

1. UTM codes

I learnt about UTM codes today when I needed to set up tracking for a clients’ banner. UTM codes are used in order to allow Google Analytics to track the people who are searching and ultimately understand how well the advertisement is going.

There are five different UTM codes available when setting up a tracking URL. Source and Medium and the Campaign Name are required for every tracking URL.  

  1. Source is the website that the advertisement is located on. utm_source
  2. Medium is the type of advertisement that is present such as an eDM or a leaderboard on a website. utm_medium
  3. The Campaign Name is simply a way to identify which campaign that advertisement is for. utm_campaign
  4. Term refers to key search words. utm_term
  5. Content is used when there are two advertisements that need to be differentiated between. utm_content


2. Google’s URL Builder

URL Builder is a tool that allows us to place UTM codes into a URL very simply. The URL builder requires the UTM codes to be filled out along with the URL for the landing page.

Once complete, the URL with tracking parameters is supplied and ready to use. Below is what the custom URL will look like.


 3. Important update for URL Builder

The URL Builder interface has recently been changed. Regular users may get confused when entering UTM codes as there is no longer a box type in. The new interface requires the user to click above the grey line, rather than below. Please see image below.


Google's URL Builder can be found here: