What are UTM parameters
Also known as: UTM parameters, UTM tags, campaign parameters, tracking links
UTM parameters are tags added to the end of a link, such as utm_source, utm_medium and utm_campaign, that tell Google Analytics and other tools where each visit came from: which site, which medium and which campaign. UTM stands for Urchin Tracking Module; the parameters were introduced by Urchin, the predecessor of Google Analytics. Without them, campaign visits show up with the wrong source or as not set.
A link to a Black Friday offer shared in Instagram stories looks like this: https://example.com/offer?utm_source=instagram&utm_medium=social&utm_campaign=black-friday-2026&utm_content=stories-video
In reports, the visit shows source instagram, medium social and campaign black-friday-2026, and utm_content separates the stories video from other pieces in the same campaign. Without the parameters, many of these visits would land as direct traffic.
The parameters
Google also accepts utm_creative_format and utm_marketing_tactic, but notes that these two are not currently reported in Google Analytics.
| What it is for | Example | |
|---|---|---|
| utm_source | Source: the site or channel that sent the visit | google, newsletter, instagram |
| utm_medium | Marketing medium | cpc, email, social, banner |
| utm_campaign | Campaign or promotion name | black-friday-2026 |
| utm_id | Campaign ID | bf2026 |
| utm_term | Paid keyword | english-course |
| utm_content | Telling creatives or links in the same piece apart | stories-video, top-button |
| utm_source_platform | Platform that directed the traffic | Search Ads 360 |
Naming rules
- Always use lowercase: for Google Analytics, google and Google are different values.
- Avoid spaces, accents and special characters; use hyphens between words.
- Keep a spreadsheet with the allowed values for source, medium and campaign.
- If you set one parameter, set the main ones; missing ones show up as not set.
- Use utm_medium values Google Analytics recognizes for channel grouping, such as email, cpc and social.
- Do not use UTM on internal site links, because it overwrites the visit's real source.
UTM and Google Ads
In Google Ads campaigns, auto tagging identifies clicks without UTM. The parameters matter most in other channels: social media, email, messaging apps, other ad platforms, QR codes on printed material and links sent to partners.
UTM and the CRM
The step that adds the most value is carrying the parameters into the CRM. When the form or chat button stores source, medium and campaign along with the contact, you can see how many sales each campaign produced and what each customer cost, not just how many visits it brought.
Common mistakes
- Writing the same source in different ways: Instagram, instagram and IG.
- Using utm_source for the campaign name.
- Shortening the link and losing the parameters along the way.
- Forgetting UTM on the highest volume links, such as the bio and bulk messages.
Frequently asked questions
What are UTM parameters?
Tags added to the end of a link that tell Google Analytics and other tools where a visit came from: source, medium and campaign.
Which UTM parameters matter most?
utm_source, utm_medium and utm_campaign. There are also utm_id, utm_term, utm_content and utm_source_platform.
Are UTM parameters case sensitive?
Yes. For Google Analytics, utm_source=google and utm_source=Google are different values. Standardize everything in lowercase.
Do I need UTM for Google Ads?
Usually not, because Google Ads auto tagging already identifies clicks. UTM matters more for social media, email, messaging and other platforms.
Can I use UTM on internal links?
It is not recommended. The parameter overwrites the visit's real source, and reports start crediting the conversion to the internal link.
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Rodrigo Fávaro
Founder of ROO3, a marketing and technology agency in São José do Rio Preto, Brazil. Builds AI products running in production (Tobia, gerar.app, Pense Mercado) and maintains the AI Benchmark, a public ranking of AI models.
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