What are UTM parameters?
UTM parameters are tags you add to a URL so analytics tools (like Google Analytics) can show exactly where your traffic came from and which campaign drove it. They don't change the page — they just pass information about the link's source.
The five parameters
- utm_source — where the traffic comes from (e.g.
newsletter). - utm_medium — the type of channel (e.g.
email,cpc). - utm_campaign — the campaign name (e.g.
spring_sale). - utm_term — paid keywords (optional).
- utm_content — distinguishes similar links/ads (optional).
Tips
- Use lowercase and be consistent —
Emailandemailcount as different sources. - Use hyphens or underscores instead of spaces.
- Keep a spreadsheet of your UTM conventions so your reports stay clean.