UTM Parameters
UTM parameters are tags added to a URL so analytics tools can attribute visits and conversions to a specific campaign.
Use UTMs on links you control, such as newsletters, paid ads, and partner links. Keep naming consistent so reports stay clean, for example utm_source=newsletter and utm_campaign=spring-offer.
Frequently Asked Questions
Use utm_source, utm_medium, and utm_campaign as a baseline. Add utm_content for creative variants and utm_term for paid keyword tracking if needed.
They can create duplicate URLs if you allow them to be indexed. Prevent indexing of UTM URLs and rely on canonical tags on the main page.
Avoid UTMs on internal links because they can break session attribution and inflate campaign traffic. Use events in GA4 for internal tracking.
Use lowercase, hyphens, and stable names. Keep medium values standard, such as email, cpc, paid-social, referral.
Maintain a shared UTM sheet. Lock a small set of allowed sources and mediums, then review new values monthly.
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