What Are UTM Parameters?
UTM parameters are name-value pairs in a URL that help analytics tools group traffic by source, medium, and campaign.
UTM parameters are query parameters added to a URL to describe where traffic came from and the campaign context. When someone opens the link, an analytics tool installed on the destination page can read those values and group the visit in acquisition reports.
Example URL with UTM Parameters
https://example.com/promo?utm_source=instagram&utm_medium=social&utm_campaign=product_launch
Common Parameters
| Parameter | Purpose | Example |
|---|---|---|
utm_source | Traffic source | instagram, newsletter |
utm_medium | Channel type | social, email, cpc |
utm_campaign | Campaign name | product_launch |
utm_content | Distinguishes creative or CTA | video_a, header_button |
utm_term | Paid keyword | url_shortener |
utm_id | Campaign ID | cmp_2026_08 |
Recommended Practices
- Define a naming convention and use it consistently
- Prefer lowercase because UTM values are case-sensitive
- Never put names, email addresses, phone numbers, or other personal data in a URL
- Document values so one campaign is not split across accidental variations
- Test the final URL and confirm redirects preserve the parameters
A tagged URL can become long. After checking the UTM values, use the s.id URL shortener to create a compact address without removing the parameters from its destination.
References
Related Terms
What Is a Traffic Source?
Traffic-source data explains where visitors came from and through which channel. Learn source, medium, campaign, referrers, and UTM use.
What Is Link Tracking?
Link tracking measures clicks and traffic context. Learn how it differs from website sessions and how UTM tags and privacy fit in.
What Is Conversion Tracking?
Conversion tracking records important actions after a campaign interaction. Learn the measurement flow, attribution, UTM tags, and link limits.
