What are UTMs?
UTM parameters are tags added to URLs that help track the effectiveness of your marketing campaigns in Google Analytics and other analytics tools. These parameters help identify the source, medium, and campaign name for your website traffic.
The UTM Builder helps create these tracking parameters for your campaign URLs, ensuring accurate attribution of traffic and conversions. This is essential for measuring campaign performance metrics like ROAS and CPA.
UTM Parameters
Standard UTM parameters include:
- Source: Traffic origin
- Medium: Marketing medium
- Campaign: Campaign name
- Term: Keywords for paid search
- Content: Ad variation for A/B testing (plan tests with our Campaign Scheduler)
UTM Parameters Explained
| Parameter | Description | Example |
|---|---|---|
| utm_source | Identifies which site sent the traffic | google, facebook, newsletter |
| utm_medium | The marketing medium | cpc, banner, email |
| utm_campaign | The specific campaign name | spring_sale, product_launch |
| utm_term | Paid search keywords | running+shoes, marketing+software |
| utm_content | Used to differentiate similar content | logolink, textlink |
Best Practices
- Use lowercase: Keep parameters consistent by using lowercase letters
- Avoid spaces: Use underscores or hyphens instead of spaces
- Be consistent: Use the same naming conventions across campaigns
- Keep it simple: Use clear, descriptive names that are easy to understand
- Document your naming: Keep a record of your UTM naming conventions
Additional best practices for effective tracking:
- Track creative variations (validate with our Creative Specs Checker)
- Monitor campaign costs (calculate with our Daily Budget Calculator)
- Optimize budget distribution (use our Ad Budget Allocator)
Common Examples
Facebook Ad Campaign
https://example.com/product?utm_source=facebook&utm_medium=cpc&utm_campaign=spring_sale
Email Newsletter
https://example.com/blog?utm_source=newsletter&utm_medium=email&utm_campaign=weekly_digest
LinkedIn Post
https://example.com/webinar?utm_source=linkedin&utm_medium=social&utm_campaign=webinar_2024