UTM parameters are the standard way to track marketing campaign performance in analytics tools. There are five standard parameters: utm_source (where traffic comes from), utm_medium (the channel type), utm_campaign (the campaign name), utm_term (paid search keywords), and utm_content (for A/B testing).
When someone clicks a UTM-tagged URL, the parameters are captured by analytics tools like Google Analytics 4, allowing you to see exactly which campaigns, channels, and content pieces drive conversions.
The five UTM parameters
- utm_source — google, facebook, newsletter
- utm_medium — cpc, email, social, organic
- utm_campaign — spring-sale, product-launch
- utm_term — running+shoes (paid search keywords)
- utm_content — header-cta, sidebar-banner (A/B testing)
