What is UTM Parameters?
TL;DR
Tags added to URLs that tell Google Analytics 4 exactly where traffic came from. UTM parameters include source (where, google, facebook, newsletter), medium (how, cpc, email, social), campaign (why, spring-sale, launch), and optionally content and term for A/B testing and keywords. Example: yoursite.com?utm_source=facebook&utm_medium=cpc&utm_campaign=spring-promo. Without UTMs, traffic from ads, emails, and social posts often appears as "direct" or gets miscategorized. Build UTM URLs consistently using Google's Campaign URL Builder or a spreadsheet template. Create naming conventions your team follows religiously, "Facebook" vs "facebook" vs "FB" creates messy data. UTMs are essential for understanding which specific marketing efforts drive results.
On this page
Frequently Asked Questions About UTM Parameters
What are the five UTM parameters?
Source (where, google, newsletter), Medium (how, cpc, email, social), Campaign (which effort, spring-sale), Content (which version for A/B testing), and Term (which keyword for paid search). Source, medium, and campaign are most important.
How do I create UTM links?
Use Google's free Campaign URL Builder or create a spreadsheet template. Enter your URL and parameter values, copy the generated link. Be consistent, 'facebook' or 'Facebook' but not both. Document your naming conventions.
Why do I need UTM parameters?
Without UTMs, analytics can't tell where traffic came from. Email clicks might show as 'direct.' Social posts blur together. UTMs tell you exactly which campaign, email, or post drove results so you know what's working.
Will UTM parameters hurt my SEO?
No, Google ignores UTM parameters for ranking. They're purely for your analytics tracking. Just don't use UTMs on links you want Google to crawl, they can create duplicate content issues in rare cases.
Terms Related to UTM Parameters
Attribution Model
The rule determining which marketing touchpoints receive credit for a conversion. A customer might see a Facebook ad, se...
Read definition AnalyticsCampaign Tracking
The practice of tagging and organizing marketing efforts for accurate performance measurement. Campaign tracking ensures...
Read definition AnalyticsGoogle Analytics 4
Google's current analytics platform (GA4), which replaced Universal Analytics in July 2023. Unlike its predecessor that...
Read definition AnalyticsAverage Position
In Google Search Console, the average ranking position for a query or page in Google search results. Position 1 is the t...
Read definition AnalyticsBenchmark
Performance standards used for comparison, either industry averages or your own historical data. Benchmarks answer "is t...
Read definition AnalyticsBounce Rate
The percentage of visitors who leave your site after viewing only one page without any interaction. A high bounce rate (...
Read definition