What UTM tags do
UTM parameters are labels added to the end of a URL. When someone clicks, your analytics tool reads the labels and files the visit under the right channel and campaign. Without them, much traffic from email, messaging apps and social posts falls into "direct" and you cannot tell what worked.
The five parameters
- utm_source: where it came from (newsletter, facebook, google).
- utm_medium: the type of channel (email, cpc, social, qr).
- utm_campaign: the promotion (spring-sale, product-launch).
- utm_term: the paid keyword, if any.
- utm_content: which link or ad version, for A/B tests.
Naming rules that save you later
- Lowercase everything and use hyphens instead of spaces.
- Agree a short list of sources and mediums with your team.
- Keep a shared sheet of every campaign name.
- Do not tag internal links.
Where to use tagged links
Email campaigns (see our email marketing guide), social posts, paid ads, influencer links, printed material with a QR code and partner placements. For the full picture of channels see digital marketing strategy for beginners.
Check the result
After publishing a link, click it and confirm the visit appears in your real-time reports with the right source and campaign. A short link can make long tagged URLs easier to share.