UTM parameters (also called UTM tags) are tracking codes added to URLs to track traffic sources, mediums, and campaigns in analytics.

These tags are used to track and measure the effectiveness of a specific marketing campaign. Specifically, the tags enable marketers to identify the source, medium, campaign name, and other relevant details about the traffic generated by a particular campaign.

For example, by using these tags marketers can find out which ad campaigns, emails, or guest blogs generated the best results.

Here are some use cases with sample tracking codes and their meaning.

Campaign Tracking:


What it provides: Track traffic source (google), medium (cpc ad), and specific campaign name (summer_sale) in analytics.

Ad Group Tracking:


What it provides: Adds the ability to drill into individual ad content (here it’s women’s dress ads).

Email Tracking:


What it provides: Show analytics flow starting from a specific email campaign sent to re-engage abandoned cart users.

Referrer Tracking:


What it provides: Denote visitors referred from links in the “Henry Tech Blog” specifically.

Summary: UTM tags help marketers and analysts attribute key data points in order to determine what’s driving traffic and conversions. They enable connecting the dots across the user journey.

Google offers a free Campaign URL Builder: fill out the form fields and generate a UTM tag.

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A Beginners Guide to UTM Parameters

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