UTM parameters explained: source, medium, campaign, term and content
UTM parameters are labels added to a destination URL so analytics tools can attribute visits to a campaign.
What are UTM parameters?
UTM parameters are query-string values appended to a normal webpage URL. They do not change the page itself. Their purpose is to carry campaign attribution information into analytics reporting when a person clicks the link.
The five familiar UTM parameters
| Parameter | Use | Example |
|---|---|---|
| utm_source | Traffic source or platform | google, linkedin, newsletter |
| utm_medium | Marketing channel | cpc, email, social |
| utm_campaign | Campaign grouping | september_launch |
| utm_term | Optional keyword or audience detail | running_shoes |
| utm_content | Optional creative or placement detail | hero_button |
What is utm_id?
utm_id is an optional campaign identifier used in some analytics and advertising workflows. It is useful when your reporting system has a stable campaign ID in addition to a human-readable campaign name.
Source vs medium
Think of source as where the click came from and medium as what kind of channel delivered it. For example, a LinkedIn organic post might use utm_source=linkedin and utm_medium=social, while a paid LinkedIn campaign could use the same source with a paid-social or CPC medium according to your reporting convention.
Consistency matters more than clever naming
Analytics groups values literally. If one campaign uses LinkedIn, another uses linkedin and a third uses linked_in, your reports can split what you intended to be one source. Pick a convention and keep it consistent.
Do not put sensitive information in UTM parameters
Tagged URLs can appear in browser history, analytics logs, screenshots, shared documents and copied messages. Avoid names, email addresses or other private data in campaign parameters.