UTM Parameters

UTM parameters are tags added to URLs that identify the source, medium, and campaign name for incoming traffic.

Core UTM Parameters

• utm_source: Identifies the source of your traffic (e.g., google, newsletter, instagram)
• utm_medium: Identifies the marketing medium (e.g., cpc, email, social)
• utm_campaign: Identifies a specific campaign (e.g., spring_sale, product_launch)
• utm_content: Differentiates similar content or links (e.g., logo_link, text_link)
• utm_term: Identifies search terms (primarily for paid search campaigns)

Example URL With UTM Parameters

https://example.com/landing-page?utm_source=twitter&utm_medium=social&utm_campaign=summer_sale&utm_content=promoted_tweet

This URL tracks visitors who clicked a promoted tweet on Twitter during your summer sale campaign.

Best Practices

• Use consistent naming conventions
• Create a UTM parameter document for your team
• Use lowercase letters to avoid duplication
• Avoid spaces (use underscores or hyphens instead)
• Keep parameters precise but concise

How They Work

When a visitor clicks a URL with UTM parameters:

1. They're directed to your website
2. Your analytics tool reads the UTM parameters
3. The visit is attributed to the specified source/medium/campaign
4. You can see which campaigns drive the most traffic and conversions

Common Mistakes

• Inconsistent parameter naming
• Missing parameters
• Using UTM parameters for internal links
• Not using descriptive campaign names