UTM tracking
Also known as: UTM parameters, Campaign URL tagging
In short
The use of UTM query parameters on campaign links to describe where traffic came from and how it should be categorized in analytics.
Label the link’s acquisition context
UTM parameters add campaign information to a destination URL. Common fields include utm_source for the referring source, utm_medium for the marketing channel and utm_campaign for the campaign name.
Other supported fields can distinguish content or supply an identifier. The receiving analytics system must collect these parameters and interpret them according to its reporting rules. Adding a label does not install analytics or record a completed conversion by itself.
Unlike a platform click ID, a UTM campaign label is normally shared by many visits. It describes the campaign context rather than uniquely identifying an individual click.
Illustrative labeling
Imagine a fictional retailer sending a spring newsletter. It uses utm_source=newsletter, utm_medium=email and utm_campaign=spring_lighting on the relevant campaign links.
An additional content value distinguishes the main banner from a text link. The team then reviews whether analytics received the expected labels and whether they appear in the intended acquisition report.
Use a naming convention
UTM values are case-sensitive in Google Analytics. Inconsistent capitalization or spelling can split one campaign into several rows. Document the allowed values, preserve them through redirects and avoid putting personal information in URLs. Apply acquisition labels to genuine campaign entry links so the report continues to describe where visitors came from.