UTM Parameters
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Tags added to URLs that help track where website traffic comes from. UTM stands for Urchin Tracking Module, originally created for Google Analytics.
UTM parameters are the standard way to track marketing campaign performance in analytics tools. There are five standard parameters: utm_source (where traffic comes from), utm_medium (the channel type), utm_campaign (the campaign name), utm_term (paid search keywords), and utm_content (for A/B testing).
When someone clicks a UTM-tagged URL, the parameters are captured by analytics tools like Google Analytics 4, allowing you to see exactly which campaigns, channels, and content pieces drive conversions.
The Five UTM Parameters
- utm_source — google, facebook, newsletter
- utm_medium — cpc, email, social, organic
- utm_campaign — spring-sale, product-launch
- utm_term — running+shoes (paid search keywords)
- utm_content — header-cta, sidebar-banner (A/B testing)
Related Terms
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