Definition
UTM parameters are tags added to the end of a URL, such as utm_source and utm_medium, that tell analytics tools where a visit came from.
UTM parameters explained
When someone clicks a link with UTM parameters, analytics tools read the tags and attribute the visit accordingly. The main parameters are:
- utm_source: where the traffic came from, such as newsletter or linkedin.
- utm_medium: the type of channel, such as email, social or cpc.
- utm_campaign: the campaign name.
- utm_content and utm_term: optional, to tell apart ads, links or keywords.
Use UTMs for links you control on other platforms: emails, social posts, partner placements and offline campaigns via QR codes. Don't use them on internal links within your own site, because that overwrites the visitor's original source and breaks attribution. Google Ads usually doesn't need them either, because auto-tagging handles it.
Consistency is everything. Agree on lowercase naming rules and a shared list of sources and mediums, or reports will split one channel into many.
Example
Your brand's newsletter links have no tags, so their visits show up as direct traffic. Adding utm_source=newsletter, utm_medium=email and a campaign name to each link shows exactly how many demo requests each newsletter produces.
Why it matters
Consistent UTM tagging lets you see which campaigns and partners actually produce visits and conversions.
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Related terms
- AttributionAttribution is how credit for a conversion is shared among the marketing touchpoints, such as searches, ads, emails and referrals, that led to it.
- GA4 (Google Analytics 4)GA4 (Google Analytics 4) is Google's analytics platform that records site and app activity as events and reports on traffic and conversions.
- Key eventA key event in GA4 is an event you mark as important to your business, such as a purchase, lead or sign-up, so it is reported as an outcome.
- Conversion trackingConversion tracking records valuable actions people take after seeing your ads or visiting your site, such as purchases, sign-ups, calls or leads.