Short answer: UTM parameters are tags you add to the end of a link, such as utm_source=newsletter, utm_medium=email and utm_campaign=spring_sale. When someone clicks it, Google Analytics records the values, so you can see which campaign sent each visit. Google says you should always use utm_source, utm_medium and utm_campaign.
The main UTM parameters
| Parameter | What it records | Example |
|---|---|---|
| utm_source | The site, newsletter or place that sent the visit | |
| utm_medium | The marketing medium | cpc |
| utm_campaign | The product, slogan or promo code | spring_sale |
| utm_id | The ads campaign ID | abc.123 |
| utm_term | The paid keyword | running+shoes |
| utm_content | Which ad or link, when several point to the same URL | logolink |
Google Analytics also accepts utm_source_platform, utm_creative_format and utm_marketing_tactic. Google notes that the last two aren’t currently reported in Google Analytics properties.
From Google Analytics Help, “URL builders: Collect campaign data with custom URLs”, and Google’s Campaign URL Builder, read November 2, 2026.
A full example
Google’s own example tags a summer sale email: utm_source=summer-mailer, utm_medium=email and utm_campaign=summer-sale. The link becomes https://www.example.com/?utm_source=summer-mailer&utm_medium=email&utm_campaign=summer-sale.
After people click it, the values show up in the Acquisition > Traffic acquisition report, as the session source, medium and campaign.
Naming rules that keep reports clean
Google’s best practices ask for one source value per platform, such as fb for Facebook and insta for Instagram, and one medium per channel, such as paid_social.
Campaign names should match the real campaign name exactly, so one effort doesn’t split into several rows. Use lowercase for every value, since Google Analytics treats Meta and meta as two different values.
Where an ad platform supports them, Google suggests dynamic UTM values that fill themselves in and avoid typing errors.
From Google Analytics Help, “UTM best practices”.
How to build a tracking link
- Write down your naming rules first: one source per platform and one medium per channel.
- Open Google’s Campaign URL Builder and paste the page address people should land on.
- Fill in the source and the medium, such as newsletter and email.
- Add the campaign name, written exactly like the campaign it belongs to.
- Use utm_content when two links in the same email or ad point to the same page.
- Copy the generated link into your ad, email or post, and test it once.
- Check the Traffic acquisition report in Google Analytics after the first clicks.
If you don’t use Google Analytics yet, start with our guide to setting up Google Analytics 4.
What our own site does with UTM values
With Marketing on, our site keeps a small record in the browser for 30 days, called fdb_attr. It holds the first page the visitor landed on, the site that sent them, the link’s UTM values and ad click IDs. It holds no name, email or phone number.
That record goes to our system with each form the visitor sends, and with their messages in the live chat when we offer it. So a tagged email link tells us which campaign brought each request, not only each visit. Our privacy policy describes it.
Before you share a tagged link
- Source, medium and campaign are filled in.
- The source follows your one-per-platform rule.
- The campaign name matches the real campaign.
- Every value is lowercase, with the same spelling.
- The link opens the right page.
- Two links to the same page have different utm_content values.
RememberTag every outside link with source, medium and campaign, keep the names consistent, and read the results in Traffic acquisition.
If you want us to set up your tracking from the link to the lead, see our marketing automation service.
Quick answers about UTM parameters
What are UTM parameters?
Tags you add to the end of a link, such as utm_source, utm_medium and utm_campaign. When someone clicks the link, Google Analytics records the values, so you can see which campaign sent each visit.
Which UTM parameters are required?
Google Analytics says to always use utm_source, utm_medium and utm_campaign. In Google’s Campaign URL Builder, source and medium are required, and you need either a campaign name or a campaign ID.
Where do I see UTM data in Google Analytics?
In the Traffic acquisition report, under Acquisition, as session source/medium, session source, session medium and session campaign. In page reports, the UTM values are left out of landing page plus query string and show up in page location instead.
Can I leave out a UTM parameter?
You can, but your reports then show (not set) where the value is missing. Google strongly recommends that once you set one UTM parameter, you set all the relevant ones, especially utm_source, utm_medium, utm_campaign, utm_id and utm_source_platform.
Should UTM values be lowercase?
Yes. Google’s best practices ask for lowercase as a standard practice in source, medium, campaign and the other fields. Values are case sensitive, so utm_source=google and utm_source=Google show up as two different sources.
Sources
Read on November 2, 2026. Google Analytics Help: URL builders: Collect campaign data with custom URLs. Google: Campaign URL Builder. Our own case: our privacy policy, on November 2, 2026.