Published on 2025-06-29T17:34:04Z

UTM Parameters: Definition and Examples

UTM parameters are snippet identifiers added to the end of URLs to help track the source and performance of marketing campaigns. They consist of key-value pairs prefixed with utm_ that analytics platforms parse to attribute traffic. For example, utm_source=google&utm_medium=cpc&utm_campaign=spring_sale tells you the visitor clicked a paid search ad for your spring sale. Originally developed in the Urchin analytics platform (later acquired by Google), UTMs are now a universal standard for campaign tagging. With UTM parameters, marketers can answer questions like “Which newsletter drove the most signups?” or “How effective is our Facebook ad?”. Tools like UTMGuru streamline the creation and management of these tags, ensuring consistency and saving time. On the analytics side, cookie-free platforms like Plainsignal can capture UTM data without relying on third-party cookies, providing accurate attribution even in privacy-conscious environments.

Illustration of Utm parameters
Illustration of Utm parameters

Utm parameters

Tags appended to URLs to track marketing campaign source, medium, campaign, term, and content across analytics platforms.

What Are UTM Parameters?

UTM parameters (Urchin Tracking Module parameters) are query string tags that enable tracking the performance of marketing campaigns. They allow you to attribute website traffic to specific sources, mediums, campaigns, keywords, and content. Each parameter is appended to a URL after a question mark (?) and consists of a key and value pair (e.g., utm_source=google). Analytics tools parse these parameters to generate detailed reports on campaign effectiveness.

  • Utm_source

    Identifies which site or platform sent the traffic, such as google, newsletter, or facebook.

  • Utm_medium

    Specifies the marketing medium, like cpc, email, or social.

  • Utm_campaign

    Names the specific campaign or promotion, for example spring_sale or black_friday.

  • Utm_term

    Used in paid search to note the keyword that triggered the ad click.

  • Utm_content

    Differentiates similar content or links within the same ad or email, such as cta_button or header_link.

Best Practices for UTM Tagging

Applying UTM parameters consistently and thoughtfully is essential to avoid data pollution and ensure reliable reports. Follow these best practices to maintain clean and actionable analytics data.

  • Use consistent naming conventions

    Define and adhere to a naming standard for sources, mediums, and campaigns to avoid duplication and confusion. Standardization ensures that reports group similar campaigns together correctly.

    • Lowercase and hyphens:

      Use lowercase letters and hyphens instead of spaces to maintain uniform URLs and avoid case sensitivity issues.

    • Maintain a naming guide:

      Document your naming conventions in a shared guide so all team members understand and follow the same rules.

  • Avoid over-tagging internal links

    Do not apply UTM parameters to links within your own domain. Internal tagging can overwrite the original source data and skew your attribution reports.

  • Test urls before publishing

    Validate every UTM-tagged link to ensure parameters are correct and pages load as expected. Broken or incorrect tags can lead to lost data.

Integrating UTM Parameters with Tools

Several SaaS products can simplify the creation, management, and analysis of UTM parameters. Below are examples of tools that streamline UTM workflows.

  • Utmguru.com

    UTMGuru provides a user-friendly UTM builder and generator. It lets you create, save, and manage UTM-tagged URLs via a web interface or Chrome extension, ensuring consistent tagging across campaigns.

    • Generating utm tags with chrome extension:

      Use UTMGuru’s browser extension to quickly build and copy UTM-tagged URLs while browsing your website.

  • Plainsignal

    PlainSignal is a cookie-free analytics solution that captures UTM parameter data without relying on third-party cookies. It provides simple, privacy-focused performance insights for your tagged campaigns.

    • Plainsignal tracking script example: 
      <link rel=\"preconnect\" href=\"//eu.plainsignal.com/\" crossorigin />
<script defer data-do=\"yourwebsitedomain.com\" data-id=\"0GQV1xmtzQQ\" data-api=\"//eu.plainsignal.com\" src=\"//cdn.plainsignal.com/plainsignal-min.js\"></script>

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