UTM Parameters Explained
What utm_source, utm_medium, utm_campaign and the other UTM tags record in Google Analytics, how to build a tagged link, and the naming rules to follow.
By The Design Wire editorial team · Last updated: October 23, 2026
What are UTM parameters?
Short answer: UTM parameters are tags added to the end of a link, such as ?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale. When someone clicks it, Google Analytics records those values, and the Traffic acquisition report shows which source, medium and campaign sent each visit. Google says every tagged link should carry utm_source, utm_medium and utm_campaign.
How does UTM tracking work?
A UTM-tagged link is an ordinary URL with extra parameters in its query string. A question mark separates the parameters from the address, an equals sign joins each parameter to its value, and an ampersand sits between one pair and the next. The order of the pairs doesn't matter.
The tags go on destination URLs used outside the site, in ads, emails, social posts and referral links. When a visitor clicks, the values pass to Google Analytics and appear as dimensions such as Session source/medium and Session campaign in the Traffic acquisition report, found under Acquisition.
Analytics leaves UTM data out of the Landing page + query string and Page path + query string dimensions, and records it in the Page location dimension instead.
Which UTM parameters does Google Analytics use?
Google's help center lists these parameters for destination URLs. Analytics also accepts utm_creative_format and utm_marketing_tactic, but Google says neither is currently reported in Google Analytics properties.
Parameter | What it records | Example value |
|---|---|---|
utm_source | The referrer, such as a search engine, newsletter or billboard | google, newsletter4 |
utm_medium | The marketing medium | cpc, email, banner |
utm_campaign | The product, slogan or promo code behind the campaign | spring_sale |
utm_id | The campaign ID, matching the IDs used when uploading campaign data | The campaign's own ID |
utm_term | The paid keyword | The keyword bought |
utm_content | Which creative or link was clicked, such as one of two call-to-action links in an email | toplink |
utm_source_platform | The platform that directed the traffic, such as a buying platform | Search Ads 360 |
Which parameters are required?
Google's guidance is to always include utm_source, utm_medium and utm_campaign. Once any UTM parameter is on a link, Google strongly recommends setting all the relevant ones, especially utm_id and utm_source_platform, because missing values show up as (not set) in reports.
Google Ads campaigns don't work quite the same way. With auto-tagging on, Google Ads adds its own GCLID parameter, and when a link carries both, Analytics uses the auto-tagged values for source and medium. Manually added utm_content and utm_term values still feed the manual ad content and manual term dimensions.
How do you build a UTM link?
The steps are the same for an email campaign or a paid social post.
Copy the destination URL, the exact page the campaign should land on.
Pick values for utm_source, utm_medium and utm_campaign, plus utm_content or utm_term if the campaign needs them.
Enter the URL and values in Google's Campaign URL Builder, or type them after a question mark, with an ampersand between each pair.
Open the finished link once to confirm the page loads with the parameters intact.
Use the tagged link only in that campaign, and log the values in a shared sheet so the next campaign reuses the same names.
What naming rules keep reports clean?
Values are case-sensitive. Analytics records utm_source=google and utm_source=Google as two sources, and SpringSale and Spring_Sale as two campaigns. Google recommends lowercase as standard practice.
Google's best practice is one source value per platform, one medium value per channel (paid_social and organic_search are its examples) and a campaign value that matches the campaign's exact name. Ad platforms that support dynamic UTM values can fill them in automatically, which removes manual typing errors.
Frequently asked questions
Do UTM parameters affect SEO?
A tagged link is a separate URL showing the same content. Google groups duplicate URLs like these, chooses one canonical version to show in results, and says some duplicate content is normal and isn't a violation of its spam policies. A rel="canonical" tag states which version the site prefers, though Google can still choose a different one.
Are UTM parameters case-sensitive?
Yes. Google Analytics records google and Google as different sources, so a campaign tagged inconsistently splits across several report rows. Sticking to lowercase means that won't happen.
How many UTM parameters should a link have?
At least utm_source, utm_medium and utm_campaign. Google recommends filling in every parameter that applies, including utm_id and utm_source_platform, because a missing one reports as (not set). utm_term and utm_content help when a campaign has several keywords or creatives to compare.
Do Google Ads campaigns need UTM tags?
Not for source and medium, when Google Ads is linked to Analytics with auto-tagging on. Auto-tagging adds a GCLID and supplies more dimensions than manual tags, and Analytics prefers the auto-tagged source and medium when a link carries both.
The bottom line
UTM parameters turn an ordinary link into a labeled one, so Google Analytics can tell which campaign sent each visit. Source, medium and campaign do most of the work, and consistent lowercase names keep the reports readable.
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