UTM Parameters
Definition
Tags added to URLs that track where traffic comes from. Essential for measuring which marketing campaigns and channels drive results.
What are UTM Parameters?
UTM (Urchin Tracking Module) parameters are tags added to URLs that tell analytics tools where traffic came from. They help you track which specific campaigns, sources, and content drive visits and conversions.
Why Use UTM Parameters?
Without UTM parameters:
- Email traffic shows as "direct"
- Social clicks blend together
- Campaign performance is unclear
With UTM parameters:
- Know exactly which email drove conversions
- Track individual social posts
- Compare campaign performance
The Five UTM Parameters
utm_source (Required)
Where the traffic comes from.
- google, facebook, newsletter, linkedin
utm_medium (Required)
The marketing medium.
- cpc, email, social, referral
utm_campaign (Required)
The specific campaign.
- spring_sale, product_launch, monthly_newsletter
utm_content (Optional)
Differentiates similar content.
- header_link, footer_link, blue_button, red_button
utm_term (Optional)
Tracks keywords (usually for paid search).
- web_design_exeter, running_shoes
Example URL
https://yoursite.com/landing-page?utm_source=facebook&utm_medium=social&utm_campaign=summer_sale&utm_content=carousel_ad
UTM Best Practices
Be Consistent
Decide on naming conventions and stick to them. "Facebook" vs "facebook" vs "FB" creates messy data.
Use Lowercase
Most analytics tools are case-sensitive. Standardise on lowercase.
Keep It Readable
Future you (and colleagues) need to understand what campaigns meant.
Don't Use on Internal Links
UTM parameters override session source data. Only use for external campaigns.
Create a Tracking Document
Record all your campaigns and parameters.
Creating UTM URLs
Google's URL Builder
Free tool at ga-dev-tools.google.
Spreadsheet Templates
Many available online for team use.
Built-in Tools
Most marketing platforms offer UTM building features.
Viewing UTM Data
In Google Analytics, find UTM data under:
- Acquisition > Campaigns
- Acquisition > Traffic acquisition (GA4)