How UTM Tracking boosts Your Customer Success in 2025
“We've created 15 new customer education resources this quarter, but which ones are actually reducing support tickets?"
If you've ever asked this question, you're not alone. Companies with structured customer education strategies have an average revenue increase of 7.6% - but only when they can identify which resources customers are actually using.
This is where UTM tracking becomes critical. These simple code snippets are the difference between guessing and knowing exactly which educational resources drive measurable customer success.
Enter UTM tracking codes: the unsung heroes of customer education analytics.
What Are UTM Tracking Codes (And Why Customer Success Teams Need Them)
UTM tracking codes are small snippets of text added to the end of URLs that help you identify exactly where your traffic is coming from. For customer education specialists and customer success managers, these codes help them understand which educational resources are actually moving the needle.
Think of UTM codes as digital breadcrumbs that tell you precisely how customers found their way to your educational content—whether through email campaigns, social media posts, or knowledge base articles.
The 5 Essential UTM Parameters for Customer Education Success
The most effective customer education programs track these key UTM parameters:
Source (utm_source): Identifies which platform your traffic came from (LinkedIn, email, partner websites)
Medium (utm_medium): Specifies the marketing channel (newsletter, webinar, social post)
Campaign (utm_campaign): Names your specific campaign (spring-onboarding, feature-launch)
Content (utm_content): Distinguishes between different versions of similar content
Term (utm_term): Tracks keywords in paid campaigns
For example, imagine you've created an amazing product tutorial. With UTM tracking, you can see whether customers are finding it through your onboarding emails, your customer success webinars, or direct searches in your knowledge base.
Why Customer Success Teams Should Care About UTM Tracking
When you're focused on customer education, every click matters. UTM tracking gives you concrete data on:
1. Which Educational Resources Drive Customer Success
By tracking UTM codes, you can identify which specific training materials lead to higher product adoption rates or reduced support tickets. Is your video series outperforming your written guides? Now you'll know.
2. How Customers Actually Navigate Your Education Journey
Customer success depends on meeting users where they are. UTM tracking reveals whether customers prefer consuming your educational content through in-app guides, email sequences, or customer webinars.
3. The ROI of Your Customer Education Initiatives
Want to prove the business impact of your customer education program? UTM tracking helps connect the dots between educational content engagement and tangible outcomes like reduced churn, increased feature adoption, and improved customer satisfaction scores.
How to Implement UTM Tracking for Customer Education: A Step-by-Step Guide
Building effective UTM tracking for your customer education content doesn't have to be complicated:
1. Create a Clear UTM Naming Convention
Consistency is key. Before you start, establish naming conventions for your organisation's customer education initiatives:
utm_source=knowledge-base
utm_medium=support-article
utm_campaign=new-feature-onboarding-2025
2. Build Your Tracked URLs
You can use Google's Campaign URL Builder or dedicated UTM building tools to create your tracking links. For customer education specialists, here's a practical example:
Original URL:
https://yourcompany.com/academy/getting-started
URL with UTM tracking:
https://yourcompany.com/academy/getting-started?utm_source=welcome-email&utm_medium=email&utm_campaign=customer-onboarding&utm_content=video-tutorial
3. Implement Across Your Customer Education Channels
Add your tracked URLs to:
Onboarding email sequences
In-app messages and tooltips
Customer success check-in templates
Help center and knowledge base articles
Webinar registration and follow-up materials
4. Analyze and Optimise
Connect your UTM data to your analytics platform (like Google Analytics) and customer success tools to see:
Which channels drive the most engagement with educational content
Which types of educational content correlate with customer success metrics
How different customer segments interact with your educational resources
Real-World Example: UTM Tracking in Action
Imagine you've created three different onboarding guides for your product's new feature:
A video tutorial
A step-by-step written guide
An interactive walkthrough
By using different UTM codes for each, you discover that:
Enterprise customers complete the video tutorial at a 75% higher rate
SMB customers prefer the interactive walkthrough
Customers who engage with any educational content within their first week have 30% higher retention rates
This level of insight transforms your customer education strategy from guesswork into a data-driven approach that directly impacts customer success metrics.
Start Tracking Your Customer Education Impact Today
If you're serious about customer success and education, implementing UTM tracking should be at the top of your priority list. Not only will it help you prove the ROI of your educational initiatives, but it will also provide invaluable insights to continuously improve your customer education strategy.
In the world of customer success, what gets measured gets improved. UTM tracking ensures you're measuring exactly what matters.