UTM parameters explained: a simple guide for marketers

What do UTM parameters do?

UTM parameters are short tags added to the end of a link. When someone clicks, your analytics tool reads the tags and records where the visit came from. Without them, much traffic from emails, social posts and messaging apps shows up as direct or is lumped together.

What are the five UTM parameters?

Three are the core set. Use them on every campaign link:

• utm_source: where the click came from, such as linkedin or newsletter
• utm_medium: the type of channel, such as social, email or cpc
• utm_campaign: the campaign name, such as spring-launch
• utm_term (optional): the paid keyword, mostly for search ads
• utm_content (optional): tells two links in the same campaign apart, such as button or banner

How should you name UTM values?

Analytics treats LinkedIn and linkedin as two different sources. Pick one style and stick to it:

• Use lowercase everywhere
• Use hyphens instead of spaces
• Keep a shared list of allowed sources and mediums for your team
• Never use UTM tags on links between pages of your own site, because it can overwrite the real source

Where do you see UTM data?

In Google Analytics, open the acquisition reports and look at source, medium and campaign. Tagged visits appear there once your tracking is set up correctly.

Frequently asked questions