Marketing Analytics
UTM Parameters Guide: Track Every Campaign
By Kavin P · · 1 min read
This UTM parameters guide explains how to tag links so your analytics shows exactly where traffic comes from.
What UTMs are
UTM parameters are small tags added to the end of a link. When someone clicks, your analytics reads the tags and records the source, medium and campaign.
The main tags
- utm_source: where the click came from, such as newsletter or instagram
- utm_medium: the type of channel, such as email, social or cpc
- utm_campaign: the name of the campaign, such as diwali_offer
- utm_content: optional, to tell similar links apart
Example
A link in your email might look like: yoursite.com/offer?utm_source=newsletter&utm_medium=email&utm_campaign=festival_offer
Naming rules
Use lowercase, no spaces and a consistent pattern. Decide the rules once and write them down.
Keep a tracking sheet
List every tagged link with its campaign, date and owner so nobody invents new names.
When to use them
Tag links in emails, social posts, ads and QR codes. Do not tag internal links on your own site, because it can overwrite the true source.
Read the results
In your analytics, compare campaigns by sessions and by key events such as enquiries.
Next step
Combine this with Google Analytics 4 basics for a clear picture. For help setting it up, contact me.
Frequently asked questions
Are UTM parameters case sensitive?
Yes, so use consistent lowercase names to avoid split reports.
Should I use UTMs on internal links?
No, because they can overwrite the original traffic source.
Do UTMs affect SEO?
Not directly, but use canonical tags and keep tagged links out of your site navigation.
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