UTM Parameters

Quick definition

UTM parameters are short key-value tags added to the end of a URL, after the "?", that identify where a visit came from. When someone clicks a tagged link, analytics tools such as Google Analytics read the parameters and attribute the visit to the source, medium and campaign you defined. The name UTM is generally explained as short for Urchin Tracking Module. Google acquired Urchin in 2005, and Urchin's web analytics product became the foundation for Google Analytics.

The five standard UTM parameters

  • utm_source: where the traffic comes from, such as newsletter or facebook.
  • utm_medium: the type of channel, such as email, cpc or social.
  • utm_campaign: the name of the campaign, promotion or initiative.
  • utm_term: the paid search keyword (mainly used for paid search).
  • utm_content: distinguishes between ads, links or creatives within the same campaign.

Beyond the five

Google Analytics 4 also supports utm_id, the campaign ID parameter, alongside the five above. Check Google's current documentation for the full list of supported parameters before relying on them.

Best practices

  • Use one consistent, lowercase naming convention and write it down.
  • Never put personal data, such as email addresses or names, in parameter values.
  • Avoid tagging links that point to other pages on your own site, because that can overwrite the visit's original source.
  • Test the final link before launch.

Example

https://example.com/spring-sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale

A click on this link is reported under the source "newsletter", the medium "email" and the campaign "spring_sale".

Related marketing terms

Related KPIs

Related tools

Campaign URL Builder

Marketing

Builds a tagged URL with the standard UTM fields, with channel presets for common platforms.

Simple UTM Builder

Marketing

The minimal form: just source, medium and campaign name.

Bulk UTM Builder

Marketing · .csv

Generates many tagged links at once from pasted or uploaded rows.

UTM Analyzer

Marketing

Reads an existing URL and lists its parameters, flagging issues such as uppercase source names or a missing campaign.

UTM Cleaner

Marketing

Removes UTM tags and ad-network click IDs from a URL while keeping other parameters, useful when you want a clean link to share.

Sources