Definition
UTM parameters are query-string tags added to a link so analytics tools can tell where a visit came from:
| Parameter | Describes | Example |
|---|---|---|
utm_source | The site or sender | newsletter |
utm_medium | The kind of traffic | email |
utm_campaign | The campaign | october-launch |
utm_term | A paid keyword (optional) | event+tracking |
utm_content | Which link or ad (optional) | header-button |
Good habits
- Use lowercase and the same spelling every time.
- Tag every link you place, never links within your own site.
- Keep a shared list of sources and mediums.
Build links with the free UTM builder.