UTM parameters are tags added to URLs that help you track where your traffic comes from in Google Analytics.

The Five UTM Parameters

View UTM Parameters

utm_source: Where traffic comes from (facebook, google, newsletter)
utm_medium: Marketing medium (cpc, email, social)
utm_campaign: Campaign name (summer_sale, product_launch)
utm_term: Paid keywords (optional)
utm_content: Differentiate similar content (banner_a, text_link)

Example URL

yoursite.com/page?utm_source=facebook&utm_medium=paid&utm_campaign=january_sale

Why UTMs Matter

  • Track email campaign performance in GA4
  • Compare social platforms accurately
  • Measure influencer or affiliate traffic
  • Understand which creative drives clicks

Best Practices

  • Use consistent naming conventions
  • Keep parameters lowercase
  • Use underscores instead of spaces
  • Document your UTM structure
  • Never use UTMs for internal links

We maintain UTM documentation and ensure consistent tracking across all your campaigns.