UTM Tagging

UTM URL tagging helps UAB track all of our marketing and communications efforts. It provides insight into how people reach content on your website. Anytime you include a link to content on your website in social, email, or paid marketing, using a UTM tag can show you how effective your communications are by clearly tracking how people reached your content.

A UTM code is a simple code you can attach to a URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you. For more information on UTM tagging, visit Google's documentation. University Relations is happy to provide training on UTM tagging. Feel free to reach out to This email address is being protected from spambots. You need JavaScript enabled to view it..

Campaign Source - utm_source Required. Use utm_source to identify a search engine, newsletter name, or other source.
Example: google, TargetX, Facebook
Campaign Medium - utm_medium Use utm_medium to identify a medium such as email or cost-per-click.
Example: cpc, email, paid social
Campaign Name - utm_campaign Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.
Example: utm_campaign=sp18_visit
Campaign Content - utm_content Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL.

University Relations has created a tool that allows you to easily add campaign parameters to URLs so that you can track data in Google Analytics.

URL Builder


GoLinks is a service provided to the UAB community for shortening URLs in the uab.edu domain. These are used to create links for events or initiatives. GoLinks is a cleaner and easier way to communicate the web address to your audience (for example, go.uab.edu/uncork vs https://www.uab.edu/alumni/programs-events/uncork-education). For long-term redirects such as a degree program, you can request friendly URLs from This email address is being protected from spambots. You need JavaScript enabled to view it..

Departments can generate customized GoLinks at go.uab.edu. Departments can generate GoLinks (for example, http://go.uab.edu/6uj7l) with UTM tracking using the URL builder.