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What are UTM parameters or UTM tags?

Urchin Tracking Module (UTM) parameters are 5 variants of parameters used by marketers and agencies to track the effectiveness of online marketing campaigns across traffic sources. You can use it with Google analytics, Facebook, Adobe analytcis and other UTM tracking tools.

Why are UTM Parameters or UTM tags important?

UTM tags help you track the performance of each link so you can see where your traffic is coming from.

More information and examples for each parameter

The following table gives a detailed explanation and example of each of the campaign parameters:

Parameter Required Example Description
Campaign ID
No xyz-123 Used to identify which ads campaign this referral references. Use utm_id to identify a specific ads campaign.
Campaign Source utm_source Yes google Use utm_source to identify a search engine, newsletter name, or other source.
Campaign Medium utm_medium Yes cpc Use utm_medium to identify a medium such as email or cost-per-click.
Campaign Name utm_campaign No new_year_sale Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.
Campaign Term utm_term No running+shoes Used for paid search. Use utm_term to note the keywords for this ad.
Campaign Content utm_content No logolink Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL.