What are UTM parameters?

UTM tags are query parameters you add to a link so analytics tools (for example Google Analytics) can classify sessions by source, medium, and campaign. They do not change the page itself—only how the visit is recorded.

Standard parameters

• utm_source — who sent the traffic (e.g. google, newsletter).
• utm_medium — type of channel (e.g. cpc, email).
• utm_campaign — campaign or promo name (e.g. spring_sale).
• utm_term — optional, often for paid search keywords or extra segmentation.
• utm_content — optional, to tell two similar links apart (e.g. hero vs footer CTA).

Naming tips

• Use a consistent spelling scheme (lowercase and underscores are common).
• Agree on fixed values for source and medium so reports stay comparable.
• Keep URLs readable: avoid spaces; use + or encoding only when needed.