What are UTM parameters and how can they be used?

In the world of online marketing, the measurability of data plays a crucial role. One of the most important tools for accurately identifying the source of traffic is the use of UTM parameters. But what exactly are these, what do they look like, and what are the benefits of using them? This article provides a comprehensive, detailed, and practical overview of UTM parameters, their types, operation, analytical possibilities, tools, and best practices.

1. What is a UTM parameter?

UTM (Urchin Tracking Module) parameters are special tags that are appended to the end of a URL to track where a visitor to a website is coming from. They are primarily used during online marketing campaigns, but they are useful in any situation where it is important to know the exact source, campaign, or link from which users arrived.UTM parameters were developed by Google Analytics and have become an industry standard in campaign tracking. They allow measurement of otherwise “invisible” sources such as a newsletter or a QR code.

2. The main types of UTM parameters

The five main UTM parameters are:

• utm_source: Identifies the source of the traffic. Example: facebook, google, newsletter
• utm_medium: Indicates the type or channel of the campaign. Example: cpc, email, banner, social
• utm_campaign: Identifier or name of the campaign. Example: summer_sale, product_launch
• utm_term: Keyword, mainly used in paid search campaigns (e.g., Google Ads)
• utm_content: Identifies different versions of content pointing to the same page. Example: red_button, header_banner

3. What does a URL with UTM parameters look like?

A specific example:

https://example.com/promo?utm_source=facebook&utm_medium=cpc&utm_campaign=summer_sale&utm_content=red_button

This URL clearly shows that the visitor came from Facebook, as part of a CPC campaign, under the “summer_sale” campaign, specifically by clicking the red button.

4. How can UTM parameters be used?

4.1. Measuring campaign performance

They reveal which campaign, channel, or creative works best. This enables data-driven decision-making.

4.2. A/B testing

Different link variations can be separated using the utm_content parameter, providing reliable results.

4.3. Source identification

Often it is not clear whether a visitor came from an email or social media. UTM parameters clarify this.

4.4. Marketing ROI calculation

Knowing which campaign brought how many visitors, conversions, and revenue allows for accurate return-on-investment analysis.

4.5. Measuring offline campaigns

A QR code pointing to a URL with UTM parameters can indicate how many users scanned it, e.g., from a printed flyer.

5. How to create UTM parameters?

5.1. Manually

Use the following format:

?utm_source=source&utm_medium=medium&utm_campaign=campaign_name

Additional parameters can be added with the & symbol.

5.2. UTM generator tools

• Google Campaign URL Builder: Simple, free tool
• UTM.io: Advanced features, campaign tracking, team collaboration
• Bitly: Can also shorten URLs, making long ones more manageable

6. Analyzing UTM parameters

UTM parameters can be analyzed using the following tools:

• Google Analytics 4 (GA4): Under Acquisition > Traffic acquisition
• Looker Studio (formerly Data Studio): For visual dashboards
• Matomo, Piwik PRO: Alternative analytics tools
• CRM systems: When UTM data is captured with form submissions

It is important to properly configure campaign parameters, or they may lead to duplicates or misleading results.

7. Tips and best practices

• Use a consistent, documented naming convention
• Avoid spaces, use underscores or dashes
• Use only lowercase letters in parameters
• Shorten URLs when sharing them (e.g., Bitly)
• Track parameters in a spreadsheet or campaign management tool

8. UTM parameters and data protection

UTM parameters themselves do not contain personal data, but when used in conjunction with forms or other tools, GDPR compliance must be ensured.

9. Advanced techniques

• Dynamic UTM tagging: Automated generation in ad platforms (e.g., Google Ads templates)
• Scripting parameter transfer: Passing parameters between subpages using JavaScript
• Custom attribution models: Combine UTM data with attribution reports in Google Analytics

10. Common mistakes to avoid

• Inconsistent naming (facebook vs. Facebook vs. FaceBook)
• Misplaced parameters (e.g., writing values in the wrong field)
• Missing or empty parameters
• Incorrectly embedded URLs (e.g., broken links)

UTM parameters are incredibly useful tools in the world of modern marketing. They help gain a clearer picture of how campaigns are performing, where visitors are coming from, and how resources can be optimized. A good UTM strategy not only brings transparency but also helps achieve business goals.