UTM Campaign URL Builder

What is a UTM Tracking Link?

UTM (Urchin Tracking Module) parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. They were introduced by Google Analytics' predecessor Urchin and remain the standard for tracking digital marketing performance.

How to Use UTM Parameters

When a user clicks on a URL with UTM parameters, those parameters are sent back to Google Analytics (or your preferred analytics platform) so you can track the performance of your campaigns.

• utm_source (Required): Identifies the advertiser, site, publication, etc. that is sending traffic to your property, for example: google, newsletter, billboard.
• utm_medium (Required): The advertising or marketing medium, for example: cpc (cost per click), banner, email.
• utm_campaign: The individual campaign name, slogan, promo code, etc. for a product. Example: spring_sale.
• utm_term: Identify paid search keywords. If you're manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.
• utm_content: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.

Best Practices for UTM Tagging

• Use lowercase: UTM parameters are case sensitive. utm_source=Email and utm_source=email will show up as two different sources in your analytics.
• Use dashes over underscores: When separating words, dashes are generally preferred by search engines. Example: summer-sale instead of summer_sale.
• Be consistent: Establish naming conventions for your team to keep your analytics data clean and easy to read.