UTM Parameters
UTM parameters (also called UTM tags or UTM codes) are short pieces of text added to the end of a link that tell your analytics where a click came from. They don't change how the page looks or works for the visitor. They give your analytics tool the source, the channel, and the campaign behind the click, so a visit from an email and a visit from a Facebook ad stop looking the same.
UTM stands for Urchin Tracking Module. Urchin was an early web analytics company that Google bought and turned into Google Analytics, and the name stuck. Nearly every analytics platform reads the same tags today, so a link tagged for one works for all of them.
The Five UTM Parameters
| Parameter | Answers | Examples |
|---|---|---|
utm_source |
Where did the click come from? | newsletter, facebook, google |
utm_medium |
What kind of channel was it? | email, cpc, paid_social, referral |
utm_campaign |
Which campaign or promotion? | spring_sale, product_launch |
utm_term |
Which keyword or audience? | running+shoes |
utm_content |
Which link or creative? | hero_button, video_ad_1 |
Source and medium are required by most analytics tools. Campaign is worth adding every time. Term and content are optional and most useful for ads and for telling two links in the same email apart.
A Full Example URL
https://example.com/signup?utm_source=facebook&utm_medium=paid_social&utm_campaign=holiday_promo&utm_content=video_ad_1
This click came from Facebook, through a paid social ad, as part of the holiday promo campaign, from the first video ad version. The ? starts the tags and each & separates one from the next.
utm_source vs utm_medium
People mix these two up more than any other pair. The rule: source is the specific place, medium is the general type. A click from a Facebook ad is utm_source=facebook and utm_medium=paid_social. A click from a link in your newsletter is utm_source=newsletter and utm_medium=email. A click from a Google Ads campaign is utm_source=google and utm_medium=cpc. If you can imagine several sources sharing the same medium (Facebook, LinkedIn and X are all paid_social), you have them the right way round.
UTM Parameters and Conversions
Analytics platforms report UTMs at the session level, which tells you who clicked but not always who bought. Conversion Bridge captures UTM parameters when a visitor lands, keeps them with that visitor's conversion journey, and attaches them to the conversion whenever it happens. The UTM Reports tool then shows sessions, conversions, and total value per source, medium, and campaign, and the same values can be saved onto form entries and orders for your CRM.
The UTM Tracking Guide covers how to build tagged links, naming rules, ad platform placeholders, and the common mistakes to avoid.
FAQs
Do UTMs affect SEO?
No. Search engines ignore them for rankings.
Are UTMs visible to visitors?
Yes, in the address bar, but they don't change how the page behaves.
Do UTMs work without Google Analytics?
Yes. Most analytics platforms read the same five parameters.
Can I use UTMs on organic search results?
No. Search engines link to your pages without them. UTMs only work on links you control.
Should I put UTMs on links within my own site?
No. Tagging an internal link makes most analytics tools start a new session and credit the internal link instead of the campaign that brought the visitor in.