Cross-Platform
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UTM Parameters: Complete Guide to Campaign Tracking

UTM parameters are tags appended to URLs that tell analytics tools where traffic comes from. Five parameters: utm_source (platform — google, facebook, email), utm_medium (channel — cpc, social, email), utm_campaign (campaign name), utm_content (ad variation), utm_term (keyword). Build UTM URLs using

Attribution & Measurementutm parameters guide

Quick Summary

UTM parameters are tags appended to URLs that tell analytics tools where traffic comes from. Five parameters: utm_source (platform — google, facebook, email), utm_medium (channel — cpc, social, email), utm_campaign (campaign name), utm_content (ad variation), utm_term (keyword). Build UTM URLs using Google's Campaign URL Builder or a spreadsheet template. Use consistent naming conventions (lowercase, underscores not spaces). Apply to all paid campaigns, email links, social posts, and any marketing link you want to track.

Overview

UTM parameters are tags appended to URLs that tell analytics tools where traffic comes from. Five parameters: utm_source (platform — google, facebook, email), utm_medium (channel — cpc, social, email), utm_campaign (campaign name), utm_content (ad variation), utm_term (keyword). Build UTM URLs using Google's Campaign URL Builder or a spreadsheet template. Use consistent naming conventions (lowercase, underscores not spaces). Apply to all paid campaigns, email links, social posts, and any marketing link you want to track.

See our complete guide library for detailed coverage of setup, tracking, analysis, and optimisation across all platforms.

Process Flow

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Step-by-Step Guide

Follow these 3 steps to complete this guide

1

Step-by-Step Setup

Access your account or platform. Navigate to the relevant section. Complete each configuration step, testing along the way. Verify your setup using built-in diagnostic tools before relying on the data for decisions.
2

Best Practices

Start with recommended defaults and optimise based on data. Review performance regularly. Make incremental changes. Document your configuration.
3

Common Issues and Solutions

Check the platform's help centre for troubleshooting. Allow 24-48 hours for data to populate. Ensure correct permissions. Verify all integrations are active and properly configured.

Frequently Asked Questions

Common questions about this topic

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