Understanding UTM parameters for tracking digital marketing campaigns

UTM (Urchin Tracking Module) parameters track online campaign performance by adding them to URLs. They identify traffic sources and campaign details. The key UTM parameters include:

  • utm_source: Traffic source (e.g., Google, Facebook).
  • utm_medium: Traffic medium (e.g., email, CPC).
  • utm_campaign: Campaign name (e.g., summer_sale).
  • utm_term: Paid keywords for PPC.
  • utm_content: Differentiates content (e.g., banner vs. text link).

These help analyse campaigns in tools like Google Analytics.