The full website URL (e.g. https://siliconbased.dev/products)
The referrer (e.g. google, newsletter)
Marketing medium (e.g. cpc, banner, email)
Product, promo code, or slogan
Identify the paid keywords
Use to differentiate ads
Generated URL
Enter a website URL to generate your campaign link...
Recent Links
What are UTM Parameters?
UTM (Urchin Tracking Module) parameters are short text codes added to URLs to help track the performance of marketing campaigns. When a user clicks on a URL with UTM parameters, those parameters are sent to Google Analytics (and other analytics tools), allowing you to see exactly where your traffic is coming from.
How to Use UTM Parameters
To use UTM parameters effectively, you need to understand the five main tags available to you:
- utm_source (Required): Identifies the advertiser, site, or publication that is sending traffic to your property, such as
google,newsletter, ortwitter. - utm_medium: Identifies the advertising or marketing medium, such as
cpc(cost per click),banner, oremail newsletter. - utm_campaign: Identifies a specific product promotion or strategic campaign, like
spring_saleorproduct_launch. - utm_term: Primarily used for tracking paid search keywords. If you're manually tagging paid search campaigns, you'd use this to specify the keyword.
- utm_content: Used to differentiate similar content or links within the same ad or email. For instance, if you have two call-to-action links in the same email message, you can use
utm_contentand set different values for each to see which version is more effective.
Best Practices for UTM Tagging
- Be consistent with casing: UTM parameters are case-sensitive.
utm_source=Facebookandutm_source=facebookwill show up as two different sources in Google Analytics. Use lowercase for everything to avoid confusion. - Use underscores or hyphens instead of spaces: Spaces in URLs are converted to
%20, making them hard to read. Stick to underscores (_) or hyphens (-). - Keep it simple: Don't overcomplicate your naming conventions. Ensure your team understands what each term means.
- Only tag inbound links: Never use UTM parameters on internal links on your own website, as this will overwrite the original referrer data and mess up your analytics.