What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are tags added to a URL that help track the source and medium of website traffic. They are widely used with Google Analytics and other analytics platforms to measure marketing campaign performance.

The Five UTM Parameters

• utm_source: Identifies the source of traffic (e.g., google, twitter, newsletter).
• utm_medium: Identifies the marketing medium (e.g., cpc, email, social).
• utm_campaign: Identifies the specific campaign or promotion.
• utm_term: Used for paid search to identify keywords.
• utm_content: Used to differentiate similar content within the same campaign.

Why Use UTM Parameters?

Without UTM parameters, analytics platforms can only tell you that traffic came from a referrer like Google or Twitter. With UTM parameters, you can track exactly which campaign, ad, or link drove the traffic.

For example, instead of seeing "Traffic from Google," you can see "Traffic from the Spring Sale campaign on Google Ads." This level of detail helps marketers understand what's working and where to invest their budget.

How to Use Our UTM Builder

Our UTM Builder tool at /utm-builder makes it easy to create UTM-tagged URLs. You can select from preset campaigns or enter custom parameters, then shorten the tagged URL for tracking.