What are UTM parameters?

UTM (Urchin Tracking Module) parameters are used to track website traffic from external sources. They are snippets of text that are added to the end of a URL to identify the source of the link and track user activity. UTM parameters can be used to measure the success of marketing campaigns and to gain insights into where website visitors are coming from. They are also used to segment website visitors based on the source of their visit, such as social media, email campaigns or paid search. UTM parameters are an essential tool for understanding the performance of online campaigns and for targeting specific audiences. They allow marketers to track and analyze the effectiveness of their campaigns, and to optimize them for better results.

A UTM url usually has three required values source, medium and campaign:

• utm_source: is used to identify which website, search engine, link, or advertisement directed the user to the website (i.e. facebook, google, bing etc.).
• utm_medium: is used to identify the type of marketing campaign or medium used to drive traffic to a website. Examples of utm_medium values include email, CPC (cost-per-click) advertising, social media, display advertising, and organic search. This parameter is important because it helps website owners and marketers understand which campaigns and channels are driving the most traffic and conversions.
• utm_campaign: it is used to indentify which marketing campaign is the source of the traffic.
• utm_term: it allows marketers to identify which keywords or phrases are most effective in driving traffic and leads to their website.
• utm_content: it is used to identify the source of a link. It is typically used to differentiate a specific ad or link for the same source or tracking purposes.