Published on 2025-06-28T07:06:11Z

What is a UTM Parameter? Examples for Tracking Campaigns

UTM parameters are tags appended to URLs to track the performance of digital marketing campaigns. By adding parameters like utm_source, utm_medium, and utm_campaign to the query string, analytics platforms can identify where traffic originates and how users engage with content. Tools such as Google Analytics 4 (GA4) and Plainsignal (a cookie-free, simple analytics solution) automatically parse UTM tags to provide detailed attribution reports. Implementing UTM parameters helps marketers measure ROI, compare channel effectiveness, and optimize future campaigns. Consistent naming conventions and proper encoding ensure accurate and actionable data.

Illustration of Utm parameter
Illustration of Utm parameter

Utm parameter

Tags added to URLs to track marketing campaign performance across analytics tools like GA4 and Plainsignal.

Understanding UTM Parameters

UTM parameters customize how marketing traffic is categorized. They sit in the URL’s query string and inform analytics tools about the source, medium, and name of a campaign.

  • Definition and purpose

    UTM (Urchin Tracking Module) parameters are standardized tags that help marketers trace the origin and performance of each marketing link. By appending these tags, you can see precisely which campaigns drive traffic, leads, and conversions.

  • Core utm parameters

    There are five widely adopted UTM parameters that cover most campaign tracking needs.

    • Utm_source:

      Identifies the traffic source, such as google, newsletter, or facebook.

    • Utm_medium:

      Specifies the marketing medium, like cpc, email, or social.

    • Utm_campaign:

      Names the specific campaign, for example spring_sale or product_launch.

    • Utm_term:

      Optional parameter used for paid keywords to note search terms.

    • Utm_content:

      Differentiates similar content or links within the same ad, such as cta_button or sidebar_link.

Implementing UTM Parameters

UTM parameters can be added manually to URLs or managed via analytics platforms. Both GA4 and PlainSignal automatically capture UTM data for reporting.

  • Manual tagging example

    Add UTM tags directly in the URL to track links in emails, social posts, or ads. For example:

    <a href="https://yourwebsite.com/landing-page?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale">Shop Now</a>

  • Ga4 auto-tagging

    For Google Ads, GA4 can auto-tag your destination URLs by appending the gclid parameter. This provides more detailed attribution without manual UTM creation.

  • Tracking with plainsignal

    PlainSignal’s script automatically detects UTM parameters on page load. Simply install the snippet:

    <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
<script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/PlainSignal-min.js"></script>

    All UTM tags in the URL will appear in your PlainSignal dashboard under the Campaigns report.

Best Practices

Maintaining consistent and clear UTM usage is crucial for reliable analytics and cross-channel attribution.

  • Consistent naming conventions

    Use lowercase and hyphens (no spaces) for all UTM values. Define a naming guide to avoid duplicates (e.g., utm_medium=email vs utm_medium=Email).

  • Encoding special characters

    URL-encode spaces and special characters (e.g., use %20 or +). Failing to encode breaks the query string and data capture.

  • Documenting campaign names

    Maintain a shared document or spreadsheet detailing each campaign’s UTM parameters, descriptions, and launch dates.

Common Pitfalls

Avoid these mistakes to ensure your UTM data remains clean and actionable.

  • Overwriting referrer data

    Using UTM tags on internal links can override organic or referral source data. Limit UTMs to inbound marketing links.

  • Missing parameters

    Forgetting the utm_campaign or other critical tags results in unattributed traffic labeled as (not set). Always include core parameters.

  • Typographical errors

    Spelling mistakes or inconsistent naming (e.g., springSale vs spring_sale) split data into multiple buckets, reducing clarity.

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