What are UTM Parameters?

UTM parameters are snippets of text added to the end of a URL to track the effectiveness of online marketing campaigns across traffic sources.

They help in identifying how visitors arrive at a website, providing valuable data on campaign performance and return on investment.

What Does UTM Stand For?

UTM stands for Urchin Tracking Module. The name comes from Urchin Software Corporation, a web analytics company that Google acquired in 2005. Urchin's technology became the foundation for Google Analytics, and the UTM parameter format has remained the standard for campaign tracking ever since.

UTM Parameter Examples

Here is a list of the standard UTM parameters and their uses:

utm_source: Identifies the source of the traffic. This could be the name of the search engine, a newsletter name, or a social media platform (e.g., utm_source=google).

utm_medium: Specifies the medium used to reach the audience, such as email, CPC (cost per click), social, affiliate, or display (e.g., utm_medium=cpc).

utm_campaign: Names the specific marketing campaign or promotion. It allows marketers to track the performance of a particular campaign across various platforms (e.g., utm_campaign=spring_sale).

utm_term: Used primarily for paid search campaigns to identify the keywords for which the ad was shown. This helps in understanding which keywords are most effective in driving traffic (e.g., utm_term=running+shoes).

utm_content: Helps differentiate ads or links that point to the same URL but are presented differently, such as text link vs. banner, or links in different locations on a page. This is particularly useful for A/B testing (e.g., utm_content=sidebar_banner).

Note that utm_source and utm_medium are the only parameters considered required since they're essential for understanding traffic origins. Optional parameters (campaign, term, and content) provide more granular details for deeper analytics.

Putting it all together, here's an example of what a URL might look like with UTM parameters attached:

https://yoursite.com/?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale&utm_term=running+shoes

Standard Source/Medium Combinations

UTM Parameter Best Practices

UTM parameters can be extremely effective for campaign tracking. However, if not used properly, they can clutter reports and distort metrics. Keep these best practices in mind:

1. Use lowercase: Ensures consistency and prevents case-sensitive discrepancies (facebook vs Facebook).
2. Use underscores (not spaces): Spaces become %20 in URLs, which looks messy and can cause inconsistencies. Underscores keep things clean and easier to read.
3. Always include source and medium: These required parameters form the foundation of your tracking. Without them, you lose visibility into where traffic is coming from.
4. Use optional parameters selectively: Add utm_campaign for every campaign to track its performance. Reserve utm_term and utm_content for when you need extra detail (keywords, A/B testing, etc.).
5. Avoid UTMs on internal links: Tagging links within your own site creates new sessions, which can distort metrics like bounce rate and session duration.
6. Keep values short and descriptive: Avoid overly long or vague terms.
7. Avoid sensitive information: Don't include private or confidential data in UTM parameters. URLs can be shared publicly.
8. Be consistent: Use a clear naming convention for all your UTM parameters. This helps avoid confusion and ensures you can easily segment your data in analytics reports.
9. Document your UTM strategy: Keep a record of the UTM parameters you've used in a centralized document. This helps ensure consistency across your team and makes it easier to analyze long-term trends.

How to Add UTM Parameters to a URL

Adding UTM parameters to a URL can be done manually or by using a UTM builder tool.

Manually

To add UTM parameters manually, append a question mark (?) to the end of the URL, followed by the UTM parameters and their values. Each parameter-value pair is formatted as parameter=value and separated from others by an ampersand (&).

For example:

https://yoursite.com/?utm_source=google&utm_medium=cpc&utm_campaign=newsletter_signup

While manual construction works, it’s easy to make mistakes (like typos, inconsistent casing, or incorrect separators). That’s why we recommend using our UTM Builder whenever possible.

Using a UTM builder

Our free UTM builder simplifies this process by providing fields for each parameter. Once you fill in the desired values, the tool automatically generates the full URL with the UTM parameters attached.

Both methods achieve the same result, but using a UTM builder offers added convenience and accuracy, making it the preferred option for marketers.