UTM Parameters Explained: Source, Medium, Campaign & More
UTM parameters are standardized query-string labels commonly added to URLs so analytics tools can classify campaign traffic consistently.
utm_source
Identifies the traffic source, such as a platform, partner, newsletter, or publisher.
utm_medium
Describes the broad marketing medium, such as paid_social, email, cpc, affiliate, or referral.
utm_campaign
Names the marketing initiative, promotion, launch, or campaign grouping.
utm_content
Can distinguish creative, placement, link, or message variants within the same campaign.
utm_term
Historically associated with paid-search keywords but can be used carefully when a team has a defined convention.
Consistency matters more than cleverness
UTMs are case-sensitive in many reports and easy to fragment. Document allowed values and use the same taxonomy across teams.