• ClickZ, Thursday, December 18, 2014 1:29 PM

Urchin Tracking Module (UTM) tagging -- pieces of code that marketers attach to the end of a URL to provide richer information about where that traffic comes from -- are underused, according to Zac Martin. One tip is to include the tags on shortened links that appear on traditional media. Rather than a link to a brand's home page on a brochure, marketers might instead use a URL like www.brand.com/brochure, which would redirect site visitors to the home page with an UTM tag that identifies it as brochure traffic. For more sophisticated users, here are five tips to get the most out of your UTM tags. 

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