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UTM parameters or Urchin Tracking Module parameters (UTM) are a variant of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media.

Since they were introduced by Google Analytics' predecessor Urchin, UTM parameters are supported out of the box by Google Analytics. After these parameters are passed on to the URL, they are parsed by Google Analytics and used to populate standard and custom analytics reports.^[1] Other web analytics tools (e.g. Adobe Analytics) can be customized so they can work with these parameters as well.

The UTM parameters in a URL identify the campaign that refers traffic to a specific website.^[2] To define and append the relevant UTM parameters to the appropriate URLs, marketers routinely use simple, spreadsheet-based, or automated UTM builder tools,^[3] including the Google Analytics URL Builder for websites.^[4]

When a person clicks a link that contains a URL with UTM parameters, the web analytics software of the destination website interprets the parameter information and attributes it to the browser's website session and the sessions after that until the campaign attribution window (by default, 6 months in Google Analytics) has expired.

UTM parameters

There are five different UTM parameters, which may be used in any order:^[2]

Parameter	Purpose	Examples
utm_source (required)^[5]	Identifies which site sent the traffic, and is a required parameter.	utm_source=Google
utm_medium	Identifies what type of link was used, such as cost per click or email.	utm_medium=cpc
utm_campaign	Identifies a specific product promotion or strategic campaign.	utm_campaign=spring_sale
utm_term	Identifies search terms.	utm_term=running+shoes
utm_content	Identifies what specifically was clicked to bring the user to the site, such as a banner ad or a text link. It is often used for A/B testing and content-targeted ads.	utm_content=logolink or utm_content=textlink

References

^ "Using UTM Parameters in Adobe Analytics". Adam Greco. Retrieved January 24, 2017.
^ ^a ^b "Custom campaigns - Analytics helps". Google. Retrieved March 15, 2016.
^ "UTM Builders Guide". M. Mitova. Retrieved January 23, 2017.
^ "Google Analytics URL Builder". Google Analytics. Retrieved January 23, 2017.
^ "Campaign URL Builder". Google. Retrieved January 19, 2017.

[Using_UTM_Campaign_Parameters-1] "Using UTM Parameters in Adobe Analytics". Adam Greco. Retrieved January 24, 2017.

[GAHelp-2] "Custom campaigns - Analytics helps". Google. Retrieved March 15, 2016.

[UTM_Builder_Guide-3] "UTM Builders Guide". M. Mitova. Retrieved January 23, 2017.

[Google_Analytics_URL_Builder_for_Websites-4] "Google Analytics URL Builder". Google Analytics. Retrieved January 23, 2017.

[GABuilder-5] "Campaign URL Builder". Google. Retrieved January 19, 2017.

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@@ Line 9: / Line 9: @@
 == UTM parameters ==
 There are five different UTM parameters, which may be used in any order:<ref name="GAHelp"/>
+{| class="wikitable"
+!Parameter
-# The ''utm_source'' parameter (required)<ref name="GABuilder">{{Cite web |url=https://ga-dev-tools.appspot.com/campaign-url-builder/ |title=Campaign URL Builder |publisher=Google|accessdate=January 19, 2017}}</ref> identifies which site sent the traffic, and is a required parameter. Example: utm_source=Google
+!Purpose
-# The ''utm_medium'' parameter identifies what type of link was used, such as [[cost per click]] or email. Example: utm_medium=cpc
+!Examples
-# The ''utm_campaign'' parameter identifies a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale
+|-
-# The ''utm_term'' parameter identifies search terms. Example: utm_term=running+shoes
+|utm_source ''(required)''<ref name="GABuilder">{{Cite web|url=https://ga-dev-tools.appspot.com/campaign-url-builder/|title=Campaign URL Builder|publisher=Google|accessdate=January 19, 2017}}</ref>
-# The ''utm_content'' parameter identifies what specifically was clicked to bring the user to the site, such as a [[banner ad]] or a [[hyperlink|text link]]. It is used for [[A/B testing]] and [[contextual advertising|content-targeted ads]]. Examples: utm_content=logolink or utm_content=textlink
+|Identifies which site sent the traffic, and is a required parameter.
+|utm_source='''Google'''
+|-
+|utm_medium
+|Identifies what type of link was used, such as [[cost per click]] or email.
+|utm_medium='''cpc'''
+|-
+|utm_campaign
+|Identifies a specific product promotion or strategic campaign.
+|utm_campaign='''spring_sale'''
+|-
+|utm_term
+|Identifies search terms.
+|utm_term='''running+shoes'''
+|-
+|utm_content
+|Identifies what specifically was clicked to bring the user to the site, such as a [[banner ad]] or a [[hyperlink|text link]]. It is often used for [[A/B testing]] and [[contextual advertising|content-targeted ads]].
+|utm_content='''logolink''' or utm_content='''textlink'''
+|}
+#
 == References ==