What are UTM Parameters?
**UTM (Urchin Tracking Module)** parameters are simple tags that you add to the end of a URL. When someone clicks on a URL with UTM tags, those tags are sent back to your Google Analytics profile for tracking.
For example, if you are running a Summer Sale and want to know how much traffic is coming specifically from your Facebook post versus your Email Newsletter, UTMs are the answer.
Why You Should Use This Tool
- Accurate Data: Without UTMs, traffic from email apps or certain social platforms often shows up as "Direct" traffic, messing up your data. UTMs force Analytics to categorize it correctly.
- ROI Tracking: By tagging your paid ads (CPC) with specific campaign names, you can see exactly which keyword or ad creative resulted in a sale.
- A/B Testing: Use the `utm_content` tag to test two different versions of a button or image link to see which one performs better.
Understanding the 5 UTM Parameters
Here is a breakdown of the standard fields used by Google Analytics:
| Parameter | Required? | Description | Example |
|---|---|---|---|
| utm_source | Yes | The referrer: Google, newsletter, billboard. | |
| utm_medium | Yes | Marketing medium: cpc, banner, email. | cpc |
| utm_campaign | Yes | Product, promo code, or slogan. | spring_sale |
| utm_term | No | Identify the paid keywords. | running+shoes |
| utm_content | No | Use to differentiate ads. | logolink |
Best Practices for UTM Tagging
- Be Consistent: Use lowercase for everything. Google Analytics treats `Email` and `email` as two different mediums.
- No Spaces: Use underscores (`_`) or plus signs (`+`) instead of spaces. Our tool handles this automatically.
- Keep it Clean: Don't repeat the same info. If `utm_source=facebook`, you don't need `utm_medium=facebook_ad`. Use `utm_medium=cpc` or `social`.
- Don't Tag Internal Links: Never use UTMs on links that go from one page of your site to another (e.g., Homepage to Contact page). This restarts the user session and ruins your analytics data. Only use them for external links coming into your site.