UTM Parameters

Track the performance of your marketing campaigns with UTM parameters.

What are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags added to URLs that help you track where your traffic comes from. When someone clicks a link with UTM parameters, the data is captured and shown in your analytics.

The Five UTM Parameters

utm_source

Identifies which site or platform sent the traffic.

Examples: google, facebook, newsletter, twitter

utm_medium

Identifies the marketing medium or channel type.

Examples: cpc, email, social, banner, referral

utm_campaign

Identifies the specific campaign or promotion.

Examples: spring_sale, product_launch, black_friday

utm_term

Identifies paid search keywords (optional).

Examples: running+shoes, best+coffee

utm_content

Differentiates similar content or links (optional).

Examples: header_cta, footer_link, blue_button

Example URL

https://example.com/landing-page
  ?utm_source=facebook
  &utm_medium=social
  &utm_campaign=spring_sale
  &utm_content=hero_button

Using the Quick Tracking Builder

Track Link includes a built-in UTM builder on your dashboard:

  1. Go to your Dashboard
  2. Find the "Quick Tracking" section
  3. Enter your destination URL
  4. Fill in the UTM fields (source, medium, campaign)
  5. Click Copy to get your tracked URL

Best Practices

  • Use lowercase - UTM parameters are case-sensitive. "Facebook" and "facebook" will be tracked separately.
  • Use underscores, not spaces - Replace spaces with underscores (spring_sale not spring sale).
  • Be consistent - Create a naming convention and stick to it across campaigns.
  • Keep it simple - Use clear, descriptive names you'll remember later.
  • Document your conventions - Keep a spreadsheet of your UTM naming conventions for your team.

Common Use Cases

Email Marketing

utm_source=newsletter&utm_medium=email&utm_campaign=weekly_digest

Social Media

utm_source=twitter&utm_medium=social&utm_campaign=product_launch

Paid Advertising

utm_source=google&utm_medium=cpc&utm_campaign=brand_keywords

Influencer Marketing

utm_source=influencer_name&utm_medium=referral&utm_campaign=q1_collab

Viewing UTM Data

UTM data is captured automatically when someone clicks your tracked link. View it in your link analytics under the "Sources" section, or in the detailed click log.