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UTM campaign code guidelines
UTM codes are used to track clickthroughs from ads and social media campaigns in Analytics, and can be used for other purposes such as clicks/taps on carousel features in web pages, clicks/taps on links in email, or the use of QR codes displayed on signage.
UTM codes are added to the end of a web address, like https://kingcounty.gov/path/page.aspx? utm_medium=email&utm_source=govdelivery&utm_campaign=volunteer02012022
- red = the destination web page address
- purple = UTM code
- blue = UTM code - customize values by campaign
Analytics tracks all UTM codes whether they’re created by King County or external entities.
King County does not require using UTM codes, but when you do use UTM codes, please follow these guidelines:
- Communications and program staff may create and use UTM codes following these guidelines.
- Use all lowercase for everything in the URL.
- Use Siteimprove Analytics to evaluate campaign data. Google Analytics isn’t precise enough to be useful. Need a Siteimprove account to access its analytics? Send a request to webteam@kingcounty.gov.
- Use standard values for these UTM variables:
- utm_medium
- signage
- carousel
- social
- cpc
- promotedtweet
- utm_source
- qrcode
- govdelivery
- seattletimes
- kingcounty
- utm_campaign
- Make this up; for sorting, make the first part of the campaign descriptive and add dates or versions at the end—it helps group similar campaigns in analytics.
- Other variables may be added as needed, such as term and content, and these optional variables are described at https://cerebro.us/ultimate-utm-guide/.
Examples of UTM codes in web addresses
For QR code on signage:
https://kingcounty.gov/path/file.aspx?utm_medium=signage&utm_source=qrcode&utm_campaign=greenrivertrailsign5
In a banner ad displayed by the Seattle Times:
https://kingcountyhazwastewa.gov/path/file.aspx?utm_medium=cpc&utm_source=seattletimes&utm_campaign=hazwaste02092025
For links in a govdelivery email:
https://kingcounty.gov/path/file.aspx?utm_medium=email&utm_source=govdelivery&utm_campaign=volunteer02012022
Example QR code, not to be confused with a UTM code
QR or "Quick Response" codes are printed on signage, posters, in brochures and other print material for people to easily visit a web page from their mobile device. You can use UTM codes to track how much QR codes are used. To create a new QR code, please submit a request to the Design and Civic Engagement unit (using VPN) to help ensure it's protected from sale and reuse for other websites.