What is UTM and how you can use it

UTM parameters are small codes added to URLs that help you track where your website traffic is coming from and how well your marketing campaigns are performing. They let you see what’s working, understand your audience better, and make smarter decisions about your marketing.

Here’s everything you need to know — explained simply.

What Are UTM Parameters?

They’re just extra bits of text added to the end of a URL. These tags tell you things like which ad led someone to your site or which email campaign drove clicks.

There are five main types of UTM parameters:

Parameter	Purpose
utm_source	Where the traffic came from (e.g., Facebook, Google)
utm_medium	The type of traffic (e.g., social media, email, paid ad)
utm_campaign	The name of your specific campaign (e.g., summer-sale-2025)
utm_content	Used to compare different versions of the same ad or link
utm_term	Tracks keywords used in paid search ads

⚠️ UTM parameters are case-sensitive, so always use lowercase and replace spaces with hyphens (-) for consistency.

Why You Should Use Them

• See what works: Know which campaigns bring in the most visitors or sales.
• Improve ROI: Understand which marketing efforts give you the best return on investment.
• Make better decisions: Use real data instead of guessing what’s effective.

The 5 Key UTM Parameters Explained

1. utm_source: Where It Comes From

This tells you the source of your traffic. Examples:

• Facebook
• Google
• Your newsletter

Use consistent names—like all lowercase and no special characters—to keep your data clean.

2. utm_medium: How It Gets There

This shows the type of traffic. Common values include:

Traffic Type	UTM Medium Value
Paid Search	ppc
Display Ads	display
Email	email
Social Media	social
Affiliate	cpa

3. utm_campaign: Name of the Campaign

This helps label your specific marketing effort. For example:

• utm_campaign=spring-sale-2025
• utm_campaign=product-launch

4. utm_content: Compare Similar Links

Use this to tell the difference between similar content or links in the same campaign. For example:

• utm_content=video-ad
• utm_content=sidebar-banner

5. utm_term: Track Keywords (Usually for Ads)

This is mainly used for paid search campaigns to track which keywords are driving clicks. Example:

• utm_term=running-shoes-sale
• utm_term=womens-training-shoes

How to Build UTM Links

Creating UTM links manually can lead to mistakes, so it’s best to use a tool like Google Analytics Campaign URL Builder, which is free and easy to use. Just fill in the needed information.

Example:

You're promoting an eco-friendly backpack on Facebook.

• Base URL: yourwebsite.com/eco-friendly-backpack
• Source: facebook
• Medium: social
• Campaign: ecolaunch2024
• Content: backpack-discount

Generated URL:

yourwebsite.com/eco-friendly-backpack?utm_source=facebook&utm_medium=social&utm_campaign=ecolaunch2024&utm_content=backpack-discount

Best Practices for Naming UTMs

Consistency is key. Here's how to do it right:

Rule	Do This ✅	Don't Do ❌
Case	lowercase	MixCase or ALLCAPS
Spacing	use-dashes	use spaces
Length	short-and-clear	super-long-names-that-never-end

How to Analyze UTM Data

Once your UTM links are live, you can check your analytics to see how each campaign is doing. You can analyze by using Google Analytics:

• Look at metrics like:
  • Conversions
  • Purchases
  • Sign-ups
  • Add-to-cart actions

To make UTM analysis even easier, try Air360, an all-in-one digital experience analytics platform that automatically captures UTM data, showing you performance and drop-offs by campaign, no manual setup needed.

Spotting Issues in the Conversion Funnel

Compare how different sources perform at each stage of your funnel. If one channel has a high drop-off rate, there might be an issue with the landing page or messaging.

Real-World Uses of UTM Parameters

Tracking Email Campaigns

Add UTM codes to links inside your emails to see what’s working.

• utm_source: Your email service (e.g., Mailchimp)
• utm_medium: Always email
• utm_campaign: Campaign name (e.g., welcome-email)
• utm_content: Different buttons or links
• utm_term: Optional – for testing subject lines

Paid vs. Organic Traffic

Use UTMs to clearly separate paid from organic efforts. Example:

Measuring A/B Tests

Track variations of your marketing materials using UTM parameters:

• Subject line test:
  • Version A: utm_term=exclusive-offer
  • Version B: utm_term=limited-time-deal
• Ad creative test:
  • Headline: utm_content=benefit-focused vs feature-focused
  • CTA: utm_content=buy-now vs learn-more

Final Thoughts

UTM parameters are simple but powerful tools for tracking your marketing performance. When set up correctly, they give you clear insights into what’s driving traffic, helping you improve ROI and make smart, data-driven decisions. Start using UTMs today and unlock the full potential of your marketing efforts!