Did that newsletter bring visitors, or was it the flyer? A few tags added to your links answer the question.
At a glance
- UTM parameters are tags added to the end of a link that tell your analytics tool where a visit came from.
- The core three are utm_source, utm_medium and utm_campaign.
- utm_term and utm_content are optional, for keywords and for telling apart links in the same email or ad.
- Agree on lower-case naming conventions so the same source isn’t reported several different ways.
- Don’t add UTM tags to links within your own website.
When someone visits your website, your analytics tool tries to work out how they arrived. For links in emails, social posts, PDFs and many apps, it often can’t tell. UTM parameters fix that by labelling your links.
How they work
A UTM-tagged link is a normal web address with extra information added after a question mark:
https://example.ca/spring-sale?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale
When someone clicks, your analytics tool records the source, medium and campaign, so you can see which links brought visitors and what they did next.
The five parameters
| Parameter | What it describes | Example |
|---|---|---|
| utm_source | Where the traffic comes from | newsletter, facebook, partner_site |
| utm_medium | The type of channel | email, social, cpc, print |
| utm_campaign | The specific campaign | spring_sale, holiday_2026 |
| utm_term (optional) | A keyword, mainly for paid search | snow_removal |
| utm_content (optional) | Which link or version was clicked | header_button, footer_link |
Source, medium and campaign are the ones to use every time.
Naming conventions
Analytics tools treat “Email,” “email” and “e-mail” as different values. To keep reports tidy:
- Use lower case for everything.
- Use underscores or hyphens instead of spaces.
- Keep a shared list of approved sources and mediums.
- Use descriptive campaign names that will still make sense months later.
Try this
Keep a simple spreadsheet of every tagged link: the date, where it was used and the full URL. It saves guesswork when you review results.
Where to use them
- Email newsletters and campaigns, with utm_content to tell different links in the same email apart.
- Social media posts and profile links.
- Paid ads, if your ad platform doesn’t tag links automatically.
- Print materials with QR codes, such as flyers and menus.
Common mistakes
- Tagging internal links on your own site, which overwrites the original source of the visit.
- Inconsistent names that split the same channel into several rows.
- Putting personal information in tags; they’re visible in the address bar.
- Forgetting to test the link before sending.
Once your links are tagged, our guide to measuring marketing results explains which numbers to watch, and our guide to writing marketing emails helps you improve the emails themselves.
Questions readers ask
Do UTM parameters affect SEO?
They’re meant for links in emails, ads and social posts. Avoid using them on internal links between your own pages, which can split your data.
Can visitors see UTM tags?
Yes, they appear in the address bar. Keep them simple and avoid putting personal information, like email addresses, in them.
What’s the difference between source and medium?
Source is where the visitor came from, such as a newsletter or a specific site. Medium is the type of channel, such as email, social or paid search.
Do I need special software?
No. You can add tags by hand or use a free URL builder. Most analytics tools, including Google Analytics, read them automatically.
This guide is general information, not legal advice. Platform rules and CASL guidance change, so check Google’s documentation and the CRTC’s guidance before you rely on it.