UTM parameters add campaign labels to URLs so analytics systems can group visits. The technology is simple; the hard part is using consistent names across teams and channels.
The core parameters
- utm_source: the specific source, such as newsletter, partner name or platform.
- utm_medium: the channel type, such as email, paid_social, cpc or referral.
- utm_campaign: the campaign or initiative.
- utm_content: optional label for creative, placement or link variation.
- utm_term: traditionally used for paid-search keyword context and sometimes other controlled uses.
Create a naming convention
Decide capitalization, separators and approved medium values before campaigns launch. For example, use lowercase names and hyphens or underscores consistently. A report that treats Email, email and EMAIL as different values is harder to use.
Do not tag internal navigation
UTM parameters are generally for inbound campaign attribution. Adding them to links between your own pages can overwrite the original acquisition context in some analytics setups. Use event tracking or other internal measurement methods instead.
Preserve parameters through the funnel
If your funnel spans several tools or domains, test whether source context survives redirects, checkout and CRM handoff where needed. Do not assume every platform preserves every parameter automatically.
Protect privacy
Do not place personal or sensitive information in UTM values. URLs can appear in browser history, analytics, server logs, screenshots and referrer data.
Build a campaign registry
For teams running many campaigns, keep a simple sheet or controlled builder containing the approved source, medium and campaign names. Consistency today saves cleanup later.
Frequently asked questions
What does UTM stand for?
UTM refers to Urchin Tracking Module parameters, a common convention for labeling campaign URLs.
Should I use UTMs on links between pages on my own site?
Usually no. UTM-tagged links between pages on your own site can distort acquisition attribution in some analytics systems.
Can UTMs contain customer names or emails?
They should not contain sensitive or personally identifying information.