UTM parameters are little tags you add to a link so your analytics can tell where a visitor came from. Add them to a campaign link and reports show exactly which source, channel and campaign drove the click. Here's what each parameter does, how to name them consistently, and a free builder that assembles the link for you.
Build a UTM link free →The five UTM parameters
You append them to a URL after a ? as name=value pairs:
- utm_source — where the traffic comes from (google, newsletter, twitter)
- utm_medium — the channel type (cpc, email, social, referral)
- utm_campaign — the campaign name (spring_sale, launch)
- utm_term — paid-search keyword (optional)
- utm_content — which link or creative (optional, for A/B tests)
Source, medium and campaign are the three you'll use most; term and content are optional.
What a tagged link looks like
A finished link just adds the tags to your normal URL: https://example.com/?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale. The page loads normally; analytics reads the tags and files the visit under that source, medium and campaign.
Keep your naming consistent
UTM values are case-sensitive and reported verbatim, so Email and email become two separate rows. Pick one convention and stick to it:
- Always lowercase
- Use underscores or hyphens, not spaces
- Keep a shared list of source and medium names
- Be consistent — facebook, not FB one week and Facebook the next
Medium vs source — the common mix-up
Source is the specific origin (facebook, mailchimp); medium is the broad channel (social, email, cpc). A good rule: medium answers "what kind of channel?" and source answers "which exact place?". Getting this right keeps your channel reports meaningful.
Build links without hand-typing
Typing UTM parameters by hand invites typos that fragment your reports. A builder keeps the format correct and consistent — fill in the fields and copy a clean, trackable link. Our free UTM builder does exactly that.
Frequently asked questions
Do UTM parameters affect SEO?+
Not directly, but avoid putting UTM links in your own internal navigation — they can cause duplicate-URL and self-referral issues. Use them on outbound campaign links, and prefer a canonical tag on landing pages.
Are UTM values case-sensitive?+
Yes. Email and email report as different sources, so stick to one casing — lowercase is the common choice.
Which parameters are required?+
utm_source is the minimum most tools need, but source + medium + campaign together give you useful reports. term and content are optional.
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