UTM parameters are the standard way to track marketing campaigns in Google Analytics. Our free UTM builder makes it easy to create properly tagged URLs.
What are UTM Parameters?
UTM (Urchin Tracking Module) parameters are tags added to URLs that tell Google Analytics where your traffic is coming from.
| Parameter | Required | Example | Purpose |
|---|---|---|---|
| utm_source | ✅ Yes | facebook, google, newsletter | Where the traffic comes from |
| utm_medium | ✅ Yes | cpc, email, social | Marketing medium |
| utm_campaign | ✅ Yes | summer_sale, black_friday | Campaign name |
| utm_term | ❌ Optional | running+shoes | Paid search keywords |
| utm_content | ❌ Optional | banner_ad, text_link | Differentiates similar content |
UTM Best Practices
- Use lowercase — GA is case-sensitive. "Facebook" and "facebook" are different sources
- Be consistent — Create a naming convention and stick with it
- Use hyphens, not spaces — "summer-sale" not "summer sale"
- Don't use UTMs for internal links — They override the real traffic source