UTM parameters, short for Urchin Tracking Module parameters, are tags you can add to the end of a URL to help track where your visitors are coming from. By tagging your links, you can track how well specific campaigns and paid ads from platforms like Google Ads, Facebook or Bing are performing.
UTM codes show which campaigns drive the most traffic and conversions. They help you optimize your marketing and better understand customer behavior. Without them, it’s much harder to measure what’s really driving results.
Why use UTM parameters?
UTM parameters work with tools like Google Analytics to track how your links are performing across different marketing channels. Rather than just seeing that someone clicked your link, you'll get insights into where they came from, how they found it, and which campaign led them to you.
UTM parameters you should know
UTM codes help you track where your meetings are coming from. Here are the most common ones:
| Parameter | What it Tracks | Example |
| utm_source | Where the traffic came from | utm_source=facebook |
| utm_medium | The type of channel | utm_medium=email |
| utm_campaign | The specific campaign name | utm_campaign=summer |
| utm_content | What was clicked | utm_content=footer |
| utm_term | Keywords used | utm_term=atlanta+realty |
Add UTM codes to your link
To add UTM codes to your scheduling link:
- Start by adding a ? at the end of your URL.
- Add the UTM codes you want to use.
- To separate each code, use & after each one.
- If you need spaces, use % instead.
Here’s an example of what your URL should look like:
https://www.yourwebsite.com/yourpage?utm_source=facebook&utm_medium=email&utm_campaign=summer%20sale
- utm_source=facebook tells you the traffic came from Facebook
- utm_medium=email shows that the link was shared through an email
- utm_campaign=summer names the specific marketing campaign, such as your summer sale campaign.
Note: UTM values should be 255 characters or fewer. If they exceed this limit, they might not be tracked properly.
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