You're running ads on Facebook, posting on Instagram and sending a newsletter. Sales are coming in, but which channel is actually driving them? Without UTM parameters, you're guessing.
What are UTM parameters?
UTM parameters are short tags added to the end of a URL. When someone clicks the link, Google Analytics reads the tags and records exactly where the visit came from.
A tagged link looks like this:
https://example.com/sale?utm_source=instagram&utm_medium=social&utm_campaign=diwali_sale
The five UTM parameters
| Parameter | What it tracks | Example |
|---|---|---|
| utm_source | Where traffic comes from | facebook, newsletter |
| utm_medium | The type of channel | cpc, email, social |
| utm_campaign | The specific campaign | diwali_sale_2026 |
| utm_term | Paid keyword (optional) | running_shoes |
| utm_content | Which ad or link (optional) | banner_a |
Five rules for clean UTM tracking
- Always use lowercase. Analytics treats "Facebook" and "facebook" as two different sources.
- Use underscores, not spaces. Spaces turn into
%20and make reports messy. - Be consistent. Agree a naming convention and write it down.
- Never tag internal links. UTMs on links within your own site overwrite the original source.
- Use a builder. Typing UTMs by hand leads to typos.
Build your links in seconds
Our free UTM link builder handles formatting for you, with presets for Facebook, Instagram, Google Ads and email.
Want help setting up full-funnel tracking for your campaigns? Get in touch.