What are UTM Parameters?
UTM (Urchin Tracking Module) parameters are tags you add to URLs to track the performance of campaigns and content. When someone clicks on a UTM link, those parameters are sent back to your Google Analytics for tracking.
UTM Parameters Explained
utm_source (Required)
Identifies where the traffic is coming from. Think of this as the specific website, platform, or publication.
Example: utm_source=facebook or utm_source=google
utm_medium (Required)
Describes the marketing medium or type of link. This helps you understand the type of traffic.
Example: utm_medium=email or utm_medium=paid_social
utm_campaign (Required)
The name of your marketing campaign. Use this to group related marketing efforts.
Example: utm_campaign=summer_sale or utm_campaign=product_launch
utm_term (Optional)
Used mainly for paid search to identify keywords. If you're running Google Ads, this helps track which keywords triggered your ad.
Example: utm_term=running+shoes or utm_term=blue+widgets
utm_content (Optional)
Used to differentiate similar content or links within the same campaign. Perfect for A/B testing.
Example: utm_content=button_cta or utm_content=text_link
Why Use UTM Parameters?
- Track Campaign Performance: See which campaigns drive the most traffic and conversions
- Measure ROI: Understand which marketing channels give you the best return
- Optimize Marketing Spend: Allocate budget to the channels that perform best
- A/B Testing: Compare different versions of ads, emails, or social posts
- Multi-Channel Attribution: Understand the customer journey across touchpoints
- Data-Driven Decisions: Make informed decisions based on real performance data
Real-World Example
Scenario: Running a summer sale campaign on Facebook.
Base URL: https://yourstore.com/summer-sale
UTM Tagged URL:
https://yourstore.com/summer-sale?utm_source=facebook&utm_medium=paid_social&utm_campaign=summer_sale_2024&utm_content=red_shoes_ad
With this tagged URL, you can track exactly how many visitors came from this specific Facebook ad and compare its performance to other campaigns.
Best Practices
- Always use lowercase to avoid duplication in analytics
- Use underscores (_) or hyphens (-) instead of spaces
- Be consistent with your naming conventions
- Keep parameter values descriptive but concise
- Document your UTM strategy in a shared spreadsheet
- Never use UTM parameters for internal links
- Test your links before launching campaigns