What each UTM field means
| Field | Answers | Example |
|---|---|---|
| utm_source | Who sent the visitor | newsletter, linkedin, partner_site |
| utm_medium | What kind of link it was | email, social, cpc, referral |
| utm_campaign | Which push or promotion | spring_sale, product_launch |
| utm_term | Which paid keyword | running shoes |
| utm_content | Which link or ad version | header_link, blue_button |
Paste your page address, fill in at least source, medium and campaign, then copy the tagged link. The builder keeps any query string that is already on the URL and replaces old UTM values instead of adding duplicates.
A worked example
You send a monthly email that links to a pricing page. Tag the link with source newsletter, medium email and campaign november_offer. In Google Analytics those visits now show up under newsletter / email instead of being lumped into direct traffic, and you can see exactly how many sign-ups the email produced.
Naming rules that keep reports clean
- Use lowercase. Analytics tools treat Email, email and EMAIL as three different mediums.
- Use underscores, not spaces. Spaces turn into %20 and are easy to mistype.
- Reuse the standard mediums. Google Analytics groups traffic into channels by medium. Stick to email, social, cpc, display and referral so visits land in the right channel.
- Write your names down. A shared sheet of the sources and campaigns your team uses stops near-duplicates such as fb and facebook.
Where not to use UTM tags
Never add UTM tags to links between pages of your own site. Each tagged click starts a new session in most analytics tools and replaces the real source of the visit, which corrupts the very data you were trying to collect.
