UTM parameters
UTM parameters are tags added to the end of a link that tell Google Analytics where a visitor came from. For example:
https://www.example.com.au/offer/?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale
Why it matters
Section titled “Why it matters”Without them, visitors from emails, social posts, QR codes and some ads show up as “direct” or lumped together. With them, you can see exactly which email, post or campaign brought each visitor and enquiry.
The three you always need
Section titled “The three you always need”| Tag | What it says | Examples |
|---|---|---|
utm_source |
Where the visitor came from | newsletter, facebook, linkedin, flyer |
utm_medium |
The type of channel | email, social, paid_social, qr |
utm_campaign |
The campaign | spring_sale, new_service_launch |
utm_content is optional and useful for telling apart two links or ads in the same campaign.
How to build a link
Section titled “How to build a link”- Open Google’s Campaign URL Builder.
- Enter the page address and fill in source, medium and campaign.
- Copy the tagged link it gives you and use that in your email, post or QR code.
Rules that keep reports clean
Section titled “Rules that keep reports clean”- Always use lowercase.
Facebookandfacebookshow as two different sources. - Pick a naming scheme and stick to it. Write it down so everyone uses the same names.
- Only tag links from outside your site. Never add UTMs to links between your own pages. It overwrites where the visitor really came from.
- Google Ads doesn’t need them if auto-tagging is on, which it is by default.
Check it worked
Section titled “Check it worked”Click your tagged link, then open Reports > Realtime in Google Analytics. Your visit should show with the source and medium you set. Later, look in Reports > Acquisition > Traffic acquisition.
Google’s guide
Section titled “Google’s guide”URL builders: Collect campaign data with custom URLs (Analytics Help)