A Guide to UTMs for Apartment Marketing

If you're in multifamily marketing and you're not using UTMs, you're flying blind.

UTMs—short for Urchin Tracking Modules—might sound like something out of a marine biology textbook, but in reality, they’re your best friend when it comes to tracking what’s actually driving leads, tours, and leases.

In this guide, we’re breaking down everything you need to know about UTMs in apartment marketing—without the jargon, and with a free tool to help you get started fast.

What is a UTM?

A UTM is a snippet of text you add to the end of a URL to track where your website traffic is coming from. It tells platforms like Google Analytics 4 (GA4) exactly how someone landed on your website.

Here’s an example:

https://yourpropertywebsite.com?utm_source=facebook&utm_medium=paid_social&utm_campaign=fall-lease-up

When someone clicks that link, you’ll be able to see in GA4 that they came from your Facebook Paid Ad, tied to your Fall Lease-Up campaign. No more guessing. Just clean data.

Why UTMs Matter in Multifamily Marketing

When used consistently, UTMs transform GA4 into a source of clear, actionable insights. You’ll be able to track which campaigns drive the most website leads, which sources convert to scheduled tours, and—most importantly—which channels actually lead to signed leases. No more “we think this ad worked.” You’ll know.

With the right UTM structure in place, you can:

🔍 Compare ILS performance head-to-head (e.g. Apartments.com vs Zillow)
💰 Identify which ad creative is driving actual results
📊 Prove ROI to regional teams and ownership
🎯 Optimize campaigns in real-time based on data, not assumptions

Whether you're launching a new property, filling your last few units, or building reports for stakeholders, UTMs help you make smarter marketing decisions every step of the way.

What Do UTMs Actually Track?

To get the most out of UTMs, it’s important to understand what each piece means and how it works. Every UTM parameter plays a specific role in helping you track and attribute your marketing efforts more effectively. Here’s a quick breakdown of the core (and optional) UTM parameters you'll use most in apartment marketing:

How This Looks in Real Life (Multifamily Examples)

Not sure where UTMs fit into your day-to-day campaigns? Here are a few real-world examples of how apartment marketers can use them to track performance across different channels:

• Facebook Ad
  You’re running a carousel ad for your latest lease-up. Your UTM might look like this:
  ?utm_source=facebook&utm_medium=paid_social&utm_campaign=leaseup-summer2025&utm_content=carousel1


• Email Newsletter
  You’re sending a special offer to your prospect list. Your UTM could be:
  ?utm_source=email&utm_medium=newsletter&utm_campaign=movein-specials&utm_content=cta-button


• QR Code on a Flyer
  You’re launching a local signage or direct mail campaign. Your UTM might be:
  ?utm_source=flyer&utm_medium=offline&utm_campaign=neighborhood-signs&utm_content=qr-code


• Apartments.com Listing
  You want to track performance by ILS. For Apartments.com, your UTM could be:
  ? utm_source=apartmentscom&utm_medium=ils&utm_campaign=listing-2025

These links plug directly into your analytics platform so you can easily compare which sources are driving results, which creative performs best, and how each channel contributes to tours and leases.

Common Mistakes to Avoid & Hot Tips

🚨 Common UTM Mistakes:

• Ignoring case sensitivity: “Facebook” and “facebook” can be treated as two different sources, so stick to one consistent case (usually lowercase).
• Overcomplicating UTMs: Adding too many parameters or overly long names can make URLs unwieldy and confusing. Keep it simple and focused.
• Not aligning UTM parameters with your internal reporting: If your internal naming or campaign codes don’t match UTMs, it’s hard to connect the dots later.

🔥 Hot Tips for UTM Success:

• Document your UTM strategy: A clear process prevents inconsistent naming across teams or agencies.
• Always test your UTM links before launching: This helps avoid broken or missing tracking.
• Use lowercase and consistent separators: Stick to hyphens or underscores to keep your UTMs clean and easy to read.
• UTMs aren’t just for GA4: UTM parameters work across most analytics and ad platforms—like HubSpot, Meta Ads, and more—making them essential for tracking performance everywhere, not just in Google Analytics.
  

TL;DR: Start Using UTMs Today

UTMs aren’t just for e-commerce giants. They’re critical for apartment marketers who want to scale smarter, spend better, and finally tie marketing efforts to real leasing outcomes.

Whether you're running a new campaign, A/B testing your ad creative, or reporting results to stakeholders, UTMs give you the power of clarity.

So if you’re ready to ditch the guesswork and start tracking what really works…

👉 Grab Our Free GA4 UTM Builder

Your future self (and your marketing team) will thank you.