UTM parameters are tags added to URLs that track where traffic comes from. They enable accurate attribution in analytics so you know which campaigns drive results.

The Five UTM Parameters

View UTM Parameters

utm_source: Where traffic comes from (facebook, google, newsletter)
utm_medium: Marketing medium (cpc, email, social, organic)
utm_campaign: Campaign name (summer_sale, product_launch)
utm_term: Paid search keywords (optional)
utm_content: Differentiate similar links (cta_button, header_link)

UTM Best Practices

  • Use lowercase consistently
  • Use underscores, not spaces
  • Create a naming convention and document it
  • Be specific enough to be useful
  • Do not use UTMs for internal links

Example UTM URL

www.example.com/product?utm_source=facebook&utm_medium=paid_social&utm_campaign=summer_sale&utm_content=carousel_ad

UTM Tools

Use Google's Campaign URL Builder or create a spreadsheet template. Most email and social tools have built-in UTM fields. Always test URLs work before launching campaigns.