What Are UTM Parameters?
UTM parameters are tags added to a URL that tell analytics tools where traffic came from — capturing source, medium, campaign, term and content. They're the standard way to track which campaigns, channels and links drive visits and conversions.
Key takeaways
- UTMs are URL tags that record traffic source, medium and campaign.
- The five parameters: source, medium, campaign, term, content.
- Consistent UTM naming is essential or your reporting fragments.
The five UTM parameters
| Parameter | Captures |
|---|---|
| utm_source | Where the traffic came from (e.g. google, newsletter) |
| utm_medium | The channel type (e.g. cpc, email, social) |
| utm_campaign | The specific campaign name |
| utm_term | Paid keywords (for search ads) |
| utm_content | Which link or creative variant |
Naming conventions
UTMs are case-sensitive and free-text, so “Email” and “email” become two different sources. A documented, enforced naming convention is the difference between clean campaign reporting and a fragmented mess.
Frequently asked questions
What are UTM parameters?
Tags appended to a URL that tell analytics tools the source, medium, campaign and more behind a click, so you can track what drives traffic and conversions.
What are the five UTM parameters?
utm_source, utm_medium, utm_campaign, utm_term and utm_content.
Why use UTM parameters?
To accurately attribute traffic and conversions to specific campaigns, channels and links — provided you use consistent naming.
Related service: Standardize UTM tracking in HubSpot