What it looks like
https://www.example.com/offer/?utm_source=newsletter&utm_medium=email&utm_campaign=autumn_sale
The UTM parameters
- utm_source: where the traffic comes from, such as newsletter, facebook or partner-site.
- utm_medium: the type of channel, such as email, cpc, social or referral.
- utm_campaign: the campaign name, such as autumn_sale.
- utm_content: which link or ad version was clicked, useful for A/B tests.
- utm_term: the paid keyword, mostly for ads that aren’t tracked automatically.
Best practice
- Use one naming scheme, in lowercase, and keep a shared list of the values you use.
- Tag links in emails, social posts, QR codes, partner sites and ads on platforms other than Google Ads.
- Don’t add UTM codes to internal links on your own site: they overwrite the visitor’s real source in your reports.
- Google Ads tracks clicks automatically with auto-tagging, so you usually don’t need UTM codes there.