UTM Parameters
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Parameter | Required? | Example | Description |
Campaign ID (utm_id) | No | abc.123 | Used to identify the specific ad campaign this referral relates to. Use this parameter mainly to import external data (like costs) into Google Analytics. |
Campaign Source (utm_source) | Yes | Indicates the source that brought the traffic. Use utm_source to identify a search engine, newsletter name, social network, or any other source. | |
Campaign Medium (utm_medium) | Yes | cpc | Indicates the marketing channel (the medium). Use utm_medium to identify the channel type, such as email, cost-per-click (cpc), or social media. |
Campaign Name (utm_campaign) | Yes | spring_sale | Used to identify the name of the promotion, product launch, or strategic campaign. This is the name you will see in your reports to understand the overall campaign performance. |
Campaign Term (utm_term) | No | running+shoes | Used primarily for paid search campaigns. Use utm_term to note the specific keywords that led to the ad click. |
Campaign Content (utm_content) | No | logolink | Used for A/B testing and content-targeted ads. Use utm_content to differentiate between ads or links that point to the same URL. |
utm_source
) – Requiredgoogle
(for Google Ads or organic search)facebook
(for posts or ads on Facebook)linkedin
email-newsletter
bing
influencer-name
(to track a specific influencer’s campaign)utm_medium
) – Requiredcpc
(for cost-per-click ads)paid_social
(for boosted posts or social ads)organic_social
(for regular, non-paid social posts)email
(for links in any email)affiliate
display
(for banner ads)utm_campaign
) – Requiredsummer_sale_2025
q4_promo_webinar
new_product_launch
monthly_newsletter_july
utm_term
)elementor_hosting_services
digital_marketing_agency
custom_wordpress_development
utm_content
)blue_button_cta
vs. orange_button_cta
header_link
vs. footer_link
video_ad_version_a
vs. image_ad_version_b
https://www.yourwebsite.com/landing-page
).utm_source
, utm_medium
, and utm_campaign
. These are the core of your tracking.utm_term
and utm_content
if you’re running paid search or A/B testing ads.Facebook
, facebook
, and FB
will all show up as different sources in your reports. Create a naming convention and stick to it. A great rule of thumb is to always use lowercase.%20
, this looks messy. Use summer_sale
or summer-sale
instead of summer sale
.q4_promo_2025_black_friday
is much more helpful than promo_1
. You should be able to understand the campaign just by reading the UTM parameters.utm_campaign
names)+
sign next to the primary dimension dropdown. This allows you to drill down, for example, by viewing “Session campaign” and adding “Session content” as a secondary dimension to see your A/B test results.
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