Link
Required tags
Optional tags
Use UTM links on external sites, ads, emails and social posts, not for links between pages on your own site.
How UTM parameters work
Three required tags
?utm_source=instagram&utm_medium=social&utm_campaign=spring_saleSource says where the visit came from, medium the kind of channel, campaign the promo. Google says to always use all three.
Two optional tags
utm_content tells apart links in the same campaign, like two buttons in one email. utm_term holds a paid search keyword.
Keep a naming rule
Values are case sensitive, so pick lowercase with underscores and stick with it. Otherwise one source shows up as several rows.
Frequently asked questions
What are UTM parameters?
Tags added to the end of a link, like ?utm_source=instagram. Analytics tools read them to show which post, email or ad sent each visit.
Which UTM parameters are required?
utm_source, utm_medium and utm_campaign. Without them Google Analytics shows (not set) in reports.
Are UTM values case sensitive?
Yes. utm_source=google and utm_source=Google are counted separately, so use lowercase everywhere.
Should I use UTM links on my own site?
No. Tagging internal links overwrites the original source of the visit. Use them on links from other places.