Guide · 5 min read
UTM parameters, explained — with naming rules that keep your data clean.
UTM parameters are tiny tags you add to the end of a link so your analytics can answer "where did this visitor come from?" Visitors never notice them. Your reports will never be the same.
What a tagged link looks like
Everything after the ? is invisible bookkeeping. The page loads exactly
the same — but Google Analytics now records that this visit came from Instagram,
through a social post, as part of your summer launch.
The five parameters
| Parameter | Answers | Examples | Use it? |
|---|---|---|---|
utm_source | Which site or app? | instagram, google, newsletter | Always |
utm_medium | Which kind of channel? | social, cpc, email, referral | Always |
utm_campaign | Which push or promotion? | summer-launch, diwali-sale | Always |
utm_term | Which paid keyword? | running+shoes | Paid search only |
utm_content | Which of two similar ads? | story-ad-a, story-ad-b | When A/B testing |
The naming rules (this is where beginners get burned)
Analytics tools treat Instagram, instagram and IG
as three different sources — and your report splits into useless fragments. Adopt these
rules from day one:
- Always lowercase.
instagram, neverInstagram. - Hyphens instead of spaces.
summer-launch, neversummer launch(spaces turn into ugly%20). - One name per thing, forever. Decide once: is your email source
newsletteroremail? Write it down. Never improvise. - Make campaign names sortable: a pattern like
2026-07-summer-launchkeeps campaigns in order automatically.
Where to see the results
In Google Analytics 4: Reports → Acquisition → Traffic acquisition. Your sources, mediums and campaigns appear there automatically — no setup needed beyond the tags themselves.
Build a tagged link in 10 seconds
Our free link builder applies these naming rules automatically — lowercase, hyphens, proper encoding — and gives you a copy-ready URL.
Open the campaign link builder