What does UTM Parameters mean?

UTM parameters (Urchin Tracking Module parameters) are customizable tags you add to the end of a URL to track specific details about where your traffic is coming from. These parameters include things like source, medium, campaign name, and content. When someone clicks a UTM-tagged link, the data is sent to your analytics tool - helping you see exactly how users found you.

They’re commonly used in email marketing, social media, paid ads, and influencer partnerships to track campaign performance.

Example

“We used UTM parameters in our Instagram bio link to track how much traffic came from our summer sale campaign.”

What are ways to use UTM Parameters in your business?

Add UTM parameters to every marketing link you share outside your website. Use them to track traffic from email newsletters, social media posts, influencer promotions, or affiliate links. Standardize your UTM naming conventions (e.g., utm_source=instagram, utm_campaign=spring-launch) to keep your analytics clean and useful.

You can create UTM-tagged URLs manually or use tools like Google’s Campaign URL Builder.

Pro Tip

Avoid messy or inconsistent tags - use lowercase, hyphen-separated terms and create a UTM naming guide for your team to follow.