What is Tracking Code?
Tracking code is made up of parameters found in the URL, like UTM tags, which help marketers track the performance of specific campaigns, channels, and even individual creatives within an analytics platform. Typical parameters are utm_source, utm_medium, and utm_campaign, which together attribute traffic and conversions accurately. With tracking codes added to the links within emails, social posts, and ads, you get to see granular details about user behavior and ROI. Proper implementation and consistent naming are critical to avoid fragmentation in data. The ability to optimize based on data provided through tracking codes allows for budget allocation and creative test expenditure on a precise level.
Examples of tracking codes would include: adding utm_source=facebook and utm_medium=social to a link in a sponsored post; using utm_campaign=holiday_sale for an email promotion; tagging paid search URLs with utm_term to capture keyword-level data.
Related terms: UTM parameters, URL tagging, campaign tracking, attribution