Marketing
What is UTM (Campaign Parameters)?
UTMs are tags added to a URL so Google Analytics can identify the source of traffic.
UTM parameters (utm_source, utm_medium, utm_campaign, utm_term, utm_content) are appended to a URL to track where visitors come from and which campaign brought them.
With consistent UTMs, you can measure the performance of each channel, email or ad in Analytics, attributing conversions to the correct source.
Example: site.com?utm_source=instagram&utm_medium=social&utm_campaign=launch
Use it in practice
UTM Builder
Related terms
Frequently asked questions
Which UTM parameters are required?
source, medium and campaign are essential; term and content are optional, useful for ads and tests.
Do UTMs hurt SEO?
Not directly, but use a canonical URL so UTM versions are not indexed as duplicate content.