UTM parameters
In short
UTM parameters are short tags appended to a URL that tell analytics tools where a visitor came from. When someone clicks a tagged link, the tool records the source, medium, and campaign, so you can credit results to the right effort.
UTM stands for Urchin Tracking Module, a name from an early analytics product. They are a simple, widely supported way to track links in email, ads, social posts, and partner content.
The five UTM parameters
- utm_source: Where the traffic came from, such as a newsletter or a platform name.
- utm_medium: The channel type, such as email, cpc, or social.
- utm_campaign: The specific campaign or initiative.
- utm_term: Optional. Often used for paid search keywords.
- utm_content: Optional. Distinguishes ad variants or links in the same message.
How to use them well
- Agree on naming rules: Use lowercase, no spaces, and fixed values so "LinkedIn" and "linkedin" are not reported separately.
- Keep a shared sheet: Record every tagged link and its meaning.
- Tag external links only: Do not tag links inside your own site, since it can overwrite the original source.
- Pass values to your CRM: Store UTM values on lead records so you can report on pipeline, not only clicks.
An example
Say a team shares a guide in a newsletter and in a LinkedIn post. The newsletter link uses source newsletter and medium email. The LinkedIn link uses source linkedin and medium social. Both share the same campaign name. Now the team can compare which one produced demo requests.
What UTMs cannot do
They only work on clicks. They do not capture views without clicks, word of mouth, or dark social, where links are shared privately and often arrive without tags. They can also be stripped or altered by some apps. Treat them as one input to attribution, not the full picture.
Common mistakes
- Inconsistent naming: Variations split one source into several rows.
- Tagging internal links: It can reset the session source.
- Not capturing UTMs on forms: Without storing them, leads lose their origin.
- Putting personal data in tags: Never include names or emails in URLs.
UTM parameters FAQs
What are UTM parameters?
UTM parameters are tags added to a URL that tell analytics tools which source, medium, and campaign brought a visitor. They let teams trace traffic and leads from emails, ads, and social posts back to the effort that produced them.
What are the five UTM parameters?
The five are utm_source for where traffic came from, utm_medium for the channel type, utm_campaign for the specific campaign, utm_term for a keyword, and utm_content to tell variants or links apart. Source, medium, and campaign are the most commonly used.
How do you create a UTM link?
Take your destination URL and add a question mark followed by parameters joined with ampersands, such as source, medium, and campaign values. Use consistent lowercase naming rules and record each link in a shared sheet so reports stay clean.
Should you use UTM parameters on internal links?
No. Tagging links within your own site can overwrite the original traffic source in analytics and make a session look like it came from your own page. Use UTMs only on links that bring people from outside sources to your site.
