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Mastering utm_campaign, utm_medium, and utm_source in Google Analytics
When running a business, finding out as much as you can about your website traffic is crucial. If you can discover which ad campaigns are pulling in the most visitors, then you can decide where you should focus your time and effort to reap the biggest reward.
UTM (Urchin Tracking Module) parameters are incredibly handy tools to help you do just that by tracking how your traffic is getting to your site. Read on to learn how to master UTM parameters through Google Analytics.

UTM parameters are vital for keeping track of your website’s traffic. These codes can help you get a closer look into where exactly your visitors are coming from, so you know where your ads are working.
UTM parameters track traffic through two components: the UTM parameter and the tracking variable. The UTM parameter starts with utm_ and allows you to track 5 different parameters: campaign, medium, source, term, and content. The tracking variable is a unique variable text that identifies the parameter being tracked. It is important, however, to first understand UTM Naming Conventions when using these 5 parameters.
For example, in this UTM code: utm_source=facebook – “utm_source” is the UTM parameter while “facebook” is the tracking variable.
This parameter provides the name of the specific marketing campaign, such as “launch” or “giant sale.”
The campaign parameter is useful for tracking the effectiveness of a particular marketing campaign in which you may have multiple ads across multiple channels but utilizing one strategic approach such as a sale or a relaunch.
When used in your URLs, this parameter provides you with more insight into your marketing performance. UTM parameters help organize and track visitors to your website, especially when their browser does not set a Referrer URL for any particular reason.
To find your campaign UTM parameter in Google Analytics, navigate to the Acquisition tab on the left panel, then click Campaigns, then click All Campaigns – and you will see a list of your campaign names (utm_campaign)
Pro Tip: Campaign Tracking is necessary to find out whether or not your ads are effective so it’s essential to understand the process of creating and tracking your campaigns.
This parameter defines which medium the visitor used to find your website, such as “social”, “email” or “cpc.” This parameter is useful to distinguish which medium is bringing you the most traffic or the highest quality traffic, as you can separate the traffic in Analytics.
In this example, the parameter shows that your traffic came from an email message that you sent.
To find your medium UTM parameters in Analytics, navigate to the Acquisition tab on the left panel, then click All Traffic then Source/Medium.
Initially, you will see a combined view of the UTM source and medium dimensions in Analytics. You can click on the “Medium” blue text link underneath the graph to see the traffic related to the utm_medium parameter.
This parameter tells you what the source of your traffic is, such as “google” “Instagram” or “twitter.” The source parameter provides specificity regarding which websites are referring your traffic.
The utm_source parameter differs from the utm_medium parameter because it provides specific information on your referring websites, while utm_medium is used to track the effectiveness of a marketing medium.
It’s helpful to know if you are getting more customers from your Instagram efforts – you can then scale your efforts up to achieve more business results.
To find your UTM_source parameters in Analytics, follow the same initial steps as you did for UTM_medium. Navigate to the Acquisition tab on the left panel then click All Traffic then Source/Medium.
Initially, you will see a combined view of the UTM source and medium dimensions in Analytics.
Then click on the “Source” blue text link underneath the graph to see the traffic related to the utm_source parameter.
Primarily used in Google AdWords campaigns, this parameter informs you which terms were used in search ads, such as “shorts sale” or “deal on shirts.”
It allows the marketer to understand which terms have led their customers to their website. If you find there are specific terms that are sending more customers to your website, you can increase your efforts to try to rank your website higher for those terms organically or through paid search.
See below on how to find utm_term in Analytics.
This parameter lets you know what call-to-action brought in traffic, such as “buy today” or “more information.”
You may want to know if a particular call to action is working better than another. For example, maybe “buy today” in your text link or button is resulting in a higher clickthrough rate than “more information.” This parameter would help you determine which one is performing better for you.
When you use the appropriate parameters in your URLs, you can easily compare the traffic each call to action is sending in Analytics.
Navigate to the Acquisition tab on the left panel then click All Traffic then click Channels. Then click the Secondary Dimension button below the graph and select the Advertising drop-down menu then select Ad Content (for utm_content) or Keyword (for utm_term).
UTM parameters are useful for tracking in many situations such as to track links in your email campaigns, social media campaigns, paid campaigns (except for Google Adwords which already provides tracking in Google Analytics), affiliate campaigns (people promoting your product or service for a commission), or offline campaigns (recommended to shorten URLs for offline campaigns).
There are a few situations where you should not use UTM parameters, such as for internal links or organic (unpaid) search links. Using them on internal links can create confusion when visitors arrive from one source and then click an internal link with a UTM parameter that indicates a different source. They are also not that useful for natural referrers, such as people writing about your website and linking to it, because the Referrer URL already provides helpful information about the source of this website traffic. These cases are important to remember and so we’ve compiled a guide for your convenience.
These five UTM parameters can be instrumental in analyzing your traffic and improving your visitor numbers. Marketers can benefit from this information and can make more educated efforts into advertising thanks to UTM codes. Campaigns, mediums, sources, terms, and content are all factors in your traffic, and being able to track each item individually can make a work of difference in watching your analytics. Take control of your website by employing UTM parameters and take your business further than you could have ever imagined.
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Posted on November 14, 2017November 15, 2017
Our traffic bounces all over the place.
We have social. We have email. We have paid ads. There’s more sites, platforms, and networks than we could possibly hope to run our campaigns on.
How do we know what’s working and what’s not?
UTM stands for Urchin tracking parameters. They’re little pieces of data that we add to our URLs in order to see where different traffic comes from. They were introduced way back with an analytics tool called Urchin, the tool that was bought by Google and evolved into Google Analytics. Somewhere along the way, they became the industry standard for tracking marketing campaigns across tools.
These days, most analytics tools, marketing apps, marketing automation tools, and CRMs look for these parameters automatically.
There are five standard parameters.
UTM Medium: Think of this as a channel. Social, Organic, Paid, Email, Affiliates, are all core marketing channels that include multiple traffic sources.
UTM Source: The individual site within that channel. For example, Facebook would be one of the sources within your Social medium for any unpaid links that you post to Facebook. If you’re running a Facebook ad or spending money to promote a link, you’d want to label Facebook as a source within Paid. If you’re building a link for email, define which list that you’re sending the email to.
UTM Campaign: The specific campaign that you’re running. Feel free to fill this in however it makes sense to you. Names that allow you to easily identify product launches, promotional campaigns, individual emails or posts, etc. are all good.
UTM Content: This is an optional field. If you have multiple links in the same campaign, like two links in the same email, you can fill in this value so you can differentiate them. For most marketers, this data is more detailed than they really need.
UTM Term: Marketers rarely use this field these days. It’s so you can track specific keywords for paid organic campaigns. Since AdWords has it’s own tracking methodology and a deep integration with Google Analytics, you’ll rarely need to use this field.
Whenever you put a link on an external site (not your own site, more on this below), you add these parameters to your URL. Then when traffic lands on your site, you know where the visitor came from and that data appears in all your marketing and analytics tools.
Here’s a normal URL without any tracking:
And here’s the same URL with four UTM parameters added:
www.yoursite.com/pricing?utm_source=active%20users&utm_medium=email&utm_campaign=feature%20launch&utm_content=bottom%20cta%20button
In this hypothetical example, we have a set of active users for a product that are going to receive an email. The campaign isn’t set to every email subscriber on file, only users that are defined as “active.”
Let’s break down each individual element of this URL to really understand it.
Feel free to skip Content and Term if you don’t have a need for them. But definitely get in the habit of always using Medium, Source, and Campaign consistently. Many analytics tools assume that all three are used together. And by skipping one, you can create data gaps in your reporting.
Here’s an email sent by CreativeLive:
The button uses this URL and UTM parameters:
The button uses this URL with these UTMs:
https://www.rover.com/search/?utm_medium=email&utm_source=Responsys&utm_campaign=111017190001&utm_content=2017_11_09_O_TGiving_NoSt_SDTest_NoCoup_2&utm_term=111017
Note: a lot of email tools auto populate UTMs on every link which is why you’ll see some email links using the UTM Term parameter. This data is rarely, if ever, looked at by the marketing team.
Another example from the hotel chain, 1 Hotels:
The URL and UTMs that the button uses:
https://www.1hotels.com/winter-solstice-2017?utm_source=1+Hotels&utm_campaign=a103b5e098-EMAIL_CAMPAIGN_2017_11_07&utm_medium=email&utm_term=0_fae0e4b2bc-a103b5e098-12403241
A paid ad from The Information on Facebook:
Note: They’re using a custom “offer” parameter along with the normal URM parameters.
https://ubiome.com/microbiome-testing?utm_source=facebook&utm_medium=cpc&utm_campaign=m6-acquisition-SGP
An ad from Electronic Arts on Twitter:
Note: you can see that they’re using “social” for the medium. Since this is a paid ad, I’d use a medium of “paid” instead. This will keep all the paid traffic sources under the same “paid” channel in your reporting.
A Facebook post from The Points Guy:
I’ve worked with hundreds of teams and different analytics implementations. By far, the biggest problem with UTMs is getting a team to use them consistently.
UTMs are pretty flexible, you can add whatever values to each parameter you want. Want to segment your marketing channels into your “fluffy bunny” medium, your “rainbows” medium, and your “pink unicorns” medium? Go for it! Completely up to you.
This flexibility has a downside though, flexibility also means a lack of consistency.
Let’s use an example, say you want to tag all your links from paid channels with the same medium parameter.
It’s incredibly common for different people on the same team to use different terms for the same medium, source, or campaign. It’s even pretty easy to use different terms yourself! We all get busy, forget what we used in the past, and tweak something accidentally. I catch myself doing this regularly.
Whenever this happens, your data fragments.
Now, some tools will attempt to group some of the more common variants for you. Google Analytics has a range of parameters that it groups into particular mediums.
But many tools don’t, they take the data exactly as it comes.
Messy data means that you’ll have a terrible type trying to see what’s going on. The problem can range from constantly having to manually massage a few rows yourself to having reports so messy that it’s impossible to see where anything is coming from.
Whenever working with a new team or site, I always start with a basic Google Spreadsheet. Then I build a few columns that have dropdown selections, especially for medium and source. I’m paranoid about forcing consistency for those two values. And then I let folks fill in the campaign and name parameters however they like. If you keep medium and source clean, the majority of your reporting problems will go away.
With a quick formula, you can even get the spreadsheet to build the final tracking URL for you.
The workflow goes like this for the whole team:
Quick and easy for the entire team to follow. It also gives you an ongoing record of every single trackable URL your team has built. Good to have if something breaks later and you have to diagnose the problem.
There’s a few UTM tracking templates out there like this one. Feel free to Google around until you find one you like. I usually find a free template from Google, create a copy, and then add dropdowns for the Medium and Source columns. Finally, I force the team to use that same spreadsheet every time they create a new URL. Once I’ve done that, I’ve never had an issue with getting a team to use the same values consistently.
How do we track links on our own site? What if we put a banner on our blog for a purchase, demo, or free trial, how do we tell if the banner drives conversions?
I strongly recommend that UTMs never get used for your own internal links.
How come? It’ll break your analytics tracking.
You see, Google Analytics and other tracking tools typically start a brand new visitor session whenever a visitor arrives on a page with UTMs. They assume that UTMs are only being used on external links and then reset all session-level data.
That means that the session resets and the visitor now looks like they’ve visited your site multiple times.
All of these metrics will start to get skewed:
Just about every metric in Google Analytics will change.
If this happens to a few visitors, it’s not a big deal. You won’t even notice it.
But if you have a steady flow of visitors that go through that campaign, you’re permanently skewing your analytics data from reality. Analytics data is already hard enough to keep accurate, the last thing you want to do is make it worse intentionally.
There’s two options that typically get used.
Every analytics tool has a way to fire a JavaScript event. Any front-end engineer can do this easily, it’s a way to tell the analytics tool that an action occurred.
When an analytics tool sees an event, it knows that the action occurred during the same session. None of the other analytics metrics will get reset. And there’s plenty of reports built into these tools to see which events lead to conversions, how many events are happening, and which traffic sources trigger events.
UTMs are one set of URL parameters that are broadly recognized by the marketing community. But we can set any of our own parameters that we want on our own site.
For example, we could add ?unicorn=purple to all of the links. Analytics tools will just ignore these parameters since they don’t recognize them but we have the freedom define any parameter of our choosing.
Many engineering teams will use their own internal parameters to track extra internal data in a custom way. One of the more popular parameters is “ref” which is short for reference. It’s just a quick short-hand parameter that people tend to use when they want to track something.
Again, analytics tools won’t pay any attention to the ref parameter or any other custom parameter that you build. If you have a user database (you’re building a SaaS or consumer tech app) or have a CRM (most B2B companies), your engineers can use a few of these internal parameters to collect any extra data that you want to record.
Your blog banner URL would then look something like this:
www.yoursite.com/demo?ref=blog_banner
Then when the demo request gets submitted, the value “blog_banner” would be stored however you want in your user database or CRM. And you’ll get that data without accidentally resetting all your analytics metrics for that visitor session.
If you install Crazy Egg, you can visually see all the clicks coming from internal links, buttons and forms from any page on your website. It’s the easiest way to see what clickable elements are hot and which ones are not.
While UTMs are the method for tracking marketing campaigns between marketing tools, you have a few other options.
Just about every paid ad platform will give you a snippet of JavaScript that you can use to track conversions within their tool. This includes Facebook, AdWords, and all the retargeting tools like Adroll and Perfect Audience.
Since the paid platform can now see when visitors convert on your site, they’ll track the conversion for you. When you see conversion data in Facebook or Analytics, this is usually where the conversion data is coming from.
While this does make managing your paid campaigns much more efficient since you can do everything within the tool itself, I do recommend that you also set up your own UTM tracking for these campaigns. You’ll want your own set of data to validate against when it’s time to calculate the true ROI of a channel or campaign. By nature, there is a conflict of interest with these tools, they want to take credit for as many conversions as they possible can in order to demonstrate their value. If you have your own data, it’ll be easy to double-check and make sure everything is accurate.
When all else fails, there’s always the option to build unique landing pages for every single campaign. It’s labor intensive but it’s also fool-proof.
Instead of worrying about UTMs and analytics integrations, sign up for a landing page tool like Leadpages or Unbounce. Then create a few basic landing page templates that you can re-use over and over again. Then every time you appear on a podcast, wr
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