What are UTM parameters?

UTM parameters are tags added to URLs that tell Google Analytics where your traffic came from. They track the source (e.g. facebook), medium (e.g. paid), and campaign name so you can measure which marketing efforts drive results.

Which UTM parameters are required?

Only utm_source is technically required, but best practice is to always include utm_source, utm_medium, and utm_campaign. The utm_term and utm_content parameters are optional and used for more granular tracking.

UTM Builder

Tag campaign URLs so you know exactly where your traffic comes from

Enter the website URL and campaign information

Fill out all fields marked with an asterisk (*), and the campaign URL will be generated for you.

Platform Preset

Select a platform to auto-fill source and medium

Website URL * The full website URL (e.g. https://www.example.com)

Campaign ID

The ads campaign id.

Campaign Source *

The referrer (e.g. google, newsletter)

Campaign Medium *

Marketing medium (e.g. cpc, banner, email)

Campaign Name *

Product, promo code, or slogan (e.g. spring_sale). Pattern: client_platform_objective_audience_date

Campaign Term

Identify the paid keywords

Campaign Content

Use to differentiate ads

Templates

Generated Campaign URL

Your URL will appear here...

More information and examples for each parameter

The following table gives a detailed explanation and example of each of the campaign parameters:

Parameter	Required	Example	Description
Campaign ID `utm_id`	No	abc.123	Used to identify which ads campaign this referral references. Use utm_id to identify a specific ads campaign.
Campaign Source `utm_source`	Yes	google	Use utm_source to identify a search engine, newsletter name, or other source.
Campaign Medium `utm_medium`	Yes	cpc	Use utm_medium to identify a medium such as email or cost-per-click.
Campaign Name `utm_campaign`	Yes	spring_sale	Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.
Campaign Term `utm_term`	No	running+shoes	Used for paid search. Use utm_term to note the keywords for this ad.
Campaign Content `utm_content`	No	logolink	Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL.

UTM Builder

Enter the website URL and campaign information

Templates

Generated Campaign URL

More information and examples for each parameter

More from Vidra

Building UTMs means you care about measurement. So do we.

UTM Builder

Enter the website URL and campaign information

Templates

Generated Campaign URL

More information and examples for each parameter

More from Vidra

From the Guide

Building UTMs means you care about measurement. So do we.