What is UTM tracking?
TL;DR: UTM tracking adds tags to URLs so analytics knows which campaign sent the visit. It works with cookieless tools and remains essential for marketers.
The core parameters
- utm_source — google, newsletter, partner
- utm_medium — cpc, email, social
- utm_campaign — launch_april, webinar_q3
- utm_content / utm_term — optional creative and keyword detail
Example
https://example.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=april_launch
Pair with revenue
UTMs tell you who visited. Revenue attribution tells you who paid.
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Keep reading
- Best analytics for marketers
- What is referral traffic?
- Revenue attribution
- What is revenue attribution?
Frequently asked questions
What do UTM parameters mean?
utm_source is where the traffic comes from, utm_medium is the channel type (email, cpc), utm_campaign names the initiative. Content and term are optional extras.
Do UTMs require cookies?
No. They are query parameters on the URL. Cookieless analytics can read them on the landing pageview.
What is a good UTM convention?
Lowercase, consistent source names, no PII in parameters, and a shared spreadsheet so the team does not invent five spellings of "newsletter".