UTM Parameters: How to Track Where Your Traffic Comes From

Ever wondered exactly which post, email or ad brought a visitor to your site? UTM parameters tell you.

What they are

UTMs are tags added to the end of a URL. Analytics tools read them to report where traffic came from. The five parameters are:

• utm_source — where (e.g. newsletter, google)
• utm_medium — how (e.g. email, cpc, social)
• utm_campaign — which campaign (e.g. summer_sale)
• utm_term & utm_content — optional extras

Why they matter

Without UTMs, analytics lumps lots of traffic under "direct" or "referral". With them, you know exactly what's working so you can do more of it.

Build tracked links free

Use our UTM Link Builder to create tagged campaign URLs in seconds — just fill in the fields and copy the link.