UTM Builder

UTM Parameter
Parameter Required Example Description

Campaign ID

utm_id

No

abc.123

Used to identify which ads campaign this referral references. Use utm_id to identify a specific ads campaign.

Campaign Source

utm_source

Yes

google

Use utm_source to identify a search engine, newsletter name, or other source.

Campaign Medium

utm_medium

Yes

cpc

Use utm_medium to identify a medium such as email or cost-per-click.

Campaign Name

utm_campaign

No

spring_sale

Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.

Campaign Term

utm_term

No

running+shoes

Used for paid search. Use utm_term to note the keywords for this ad.

Campaign Content

utm_content

No

logolink

Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL.
UTM URLs

  • Never add UTM tags to internal links
  • Try to add UTM tags to all your campaigns in a consistent manner
  • Be consistent with the case. It’s best to use lowercase to avoid any confusion.
  • Use a Campaign URL builder to make sure that your URLs are built correctly
  • Use the same values everytime. For example, if you use twitter , then don’t use tw or Twitter or other variations. A UTM generator tool can help you keep track of this.
  • Don’t use spaces. Use dashes or underscores based on complexity and your own specific analytics needs. It's not that simple!
  • Clearly define your UTM strategy and follow UTM parameters best practices
  • When you have multiple data points in a single UTM, use dashes to separate them. For example, weekly-2022_12_31 uses a dash to separate weekly and 2022_12_31