UTM Parameters

UTM parameters are URL tags used to attribute traffic to specific campaigns, channels, and assets across analytics tools.

The five core UTM fields

utm_source identifies origin (for example google, linkedin, newsletter). utm_medium identifies channel type (cpc, social, email). utm_campaign identifies the initiative name.

utm_term and utm_content add optional detail for keywords and creative variants, improving reporting granularity in paid and lifecycle programs.

Common implementation mistake

Inconsistent naming conventions fragment data. Teams should standardize lowercase naming and controlled vocabularies before scaling campaign creation.

Apply This in UseClick

UTM Builder Feature

Create standardized parameters directly in your link workflow.

Free UTM Builder

Generate campaign URLs with consistent naming conventions.

Campaigns Feature

Group links by campaign and compare source-level performance.

UTM Parameters: FAQ

UTM tags are primarily for attribution and typically do not directly change rankings, but short branded links improve presentation and click trust.

Usually no. UTM tags are intended for inbound campaign attribution, not internal navigation.

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