A Marketer's Guide to UTM Parameters

What is a UTM Code?

UTM (Urchin Tracking Module) codes are snippets of text added to the end of a URL. They tell tools like Google Analytics exactly how a visitor found you. They don't change the page content, just the tracking data.

The 5 Standard Parameters

• Source (utm_source): The referrer (e.g., google, newsletter, facebook).
• Medium (utm_medium): Marketing medium (e.g., cpc, banner, email).
• Campaign (utm_campaign): The specific promo (e.g., summer_sale, launch_v2).
• Term (utm_term): Search keywords (optional).
• Content (utm_content): Differentiating ads (e.g., text_link vs_ logo_link).

Why Use Them?

Without UTMs, all traffic from Facebook looks the same. With UTMs, you know that "Ad A" drove 50 sales while "Ad B" drove zero. This allows you to cut budget on losers and double down on winners.

Build Perfect URLs

Don't type them manually—that leads to typos. Use our free UTM Builder Tool to generate error-free tracking links instantly.