What Are UTM Parameters?
UTM parameters are tags added to the end of a URL that tell Google Analytics where a visitor came from. They're essential for measuring campaign performance across channels.
The 5 UTM Parameters
- utm_source — Where the traffic comes from (e.g., google, facebook, newsletter)
- utm_medium — The marketing medium (e.g., cpc, email, social)
- utm_campaign — Your campaign name (e.g., spring-sale-2026)
- utm_term — (Optional) Paid keyword
- utm_content — (Optional) Differentiates ad variations
How to Build a UTM Link
Use Google's free Campaign URL Builder:
- Enter your destination URL
- Fill in source, medium, and campaign name
- Copy the generated URL
Example
https://yourbusiness.ca?utm_source=facebook&utm_medium=social&utm_campaign=spring-promo-2026
Best Practices
- Use lowercase for all values
- Use hyphens instead of spaces
- Be consistent with naming conventions
- Document your UTM structure in a spreadsheet