All About UTM Parameters And How To Use Them

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UTM Parameters are little snippets of text added to URLs to track the source of traffic to a particular website or landing page. This enables Google Analytics to tell you where traffic came from, or what campaign directed them to your website or landing page.

Here is an example of UTM parameters added to a URL:
With UTM parameters in place, you can track the following:

  1. Campaign Source: This is used to identify which website is sending you traffic.

E.g.: utm_source=Facebook

  1. Campaign Medium: Identifies the type of marketing medium the link is featured in.

E.g. utm_medium=social

  1. Campaign Name: Groups all the content from one campaign in your analytics. This is basically a tag that helps you segregate different campaigns and understand the analytics of each.

E.g.: utm_campaign=15percentpromocode

  1. Campaign Term: This is used for paid search to identify keywords for an ad.

E.g.: utm_term=running+shoes

  1. Campaign Content: This is used to track the different types of content that point to the same URL from the same campaign, source, and medium codes.

E.g.: utm_content=logolink or utm_content=textlink

How to set up UTM Parameters
UTM Parameters can be set up using the URL Builder Tool by Google Analytics.
How to track UTM Parameters in Google Analytics
If you already have Google Analytics set up for your site, Google will automatically track incoming campaigns. You can access them under ‘Acquisition’, then ‘Campaigns’, then ‘All Campaigns’. Click on each campaign to view the source and medium.

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1 thought on “All About UTM Parameters And How To Use Them

  1. Thank you Techmantu for making such a useful article. We have been dealing with UTM tracking for a while as well. In fact, we have a solution online that create UTM codes for you while checking that the syntax is correct. Learn more at

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