UTM Parameters

UTM parameters are tags added to URLs that help you track where traffic comes from. They work with Google Analytics, Mixpanel, and other analytics platforms to give you detailed campaign insights.

What you'll learn

What UTM parameters are and how they work
Best practices for UTM naming conventions
Integrating UTM data with Google Analytics and other tools

What are UTM parameters?

UTM (Urchin Tracking Module) parameters are query string tags that identify traffic sources:

https://yoursite.com/page?utm_source=email&utm_medium=newsletter&utm_campaign=spring_sale

When a user arrives with these parameters, your analytics tool records where they came from.

Key Concept

UTM parameters are a universal standard. They work across platforms — Google Analytics, Mixpanel, Amplitude, and most analytics tools recognize them automatically.

The five UTM parameters

utm_source (required)

Identifies where the traffic comes from.

utm_source=google
utm_source=facebook
utm_source=newsletter
utm_source=partner_site

utm_medium (required)

Identifies the marketing medium or channel type.

utm_medium=cpc (cost-per-click ads)
utm_medium=email
utm_medium=social
utm_medium=referral

utm_campaign (required)

Identifies the specific campaign or promotion.

utm_campaign=spring_sale
utm_campaign=product_launch
utm_campaign=black_friday_2024

utm_term (optional)

Identifies paid search keywords.

utm_term=running+shoes
utm_term=best+coffee+maker

utm_content (optional)

Differentiates similar content or links within the same campaign.

utm_content=header_link
utm_content=footer_link
utm_content=blue_button
utm_content=red_button

For A/B testing: Use utm_content to compare button colors, headlines, or image variants. Track which version drives more conversions.

Adding UTMs to ULinks

When creating a link in ULink, add UTM parameters:

Option 1: In the dashboard Fill in the UTM fields when creating a link.

Option 2: Append to URL Add parameters directly:

https://ulink.to/summer-sale?utm_source=email&utm_medium=newsletter&utm_campaign=summer_2024

Option 3: Via API Include UTM fields in your link creation request.

ULink passes these parameters through to your destination URL.

Gotcha

UTM parameters are case-sensitive. utm_source=Email and utm_source=email will appear as different sources in your analytics. Pick a convention and stick to it.

Naming conventions

Use lowercase

✓ utm_source=facebook
✗ utm_source=Facebook
✗ utm_source=FACEBOOK

Use underscores for spaces

✓ utm_campaign=spring_sale
✓ utm_campaign=spring-sale
✗ utm_campaign=spring sale
✗ utm_campaign=spring%20sale

Be consistent

Create a naming guide for your team:

Parameter	Convention	Examples
source	Platform name	google, facebook, twitter
medium	Channel type	cpc, email, social, organic
campaign	descriptive_date	spring_sale_2024, product_launch_q1
content	element_variant	header_blue, cta_v2

Be specific but not too long

✓ utm_campaign=spring_sale_2024
✗ utm_campaign=our_big_spring_sale_promotion_march_2024_version_2

UTMs in Google Analytics

In Google Analytics 4, UTM data appears under:

Reports → Acquisition → Traffic acquisition

You'll see:

Session source/medium
Campaign breakdown
Landing pages by campaign

Creating segments

Filter by UTM values to analyze specific campaigns:

Create a new segment
Filter by Session campaign = your campaign name
Analyze behavior for that campaign

UTMs with ULink analytics

ULink captures UTM parameters in its own analytics:

See UTM values in link click reports
Filter clicks by campaign
Compare campaign performance

This gives you two views:

ULink: Click-level data (who clicked, from where)
Google Analytics: Session-level data (what they did on site)

Building UTM URLs

Manual building

Use a spreadsheet or template to ensure consistency.

UTM builder tools

Google provides a free Campaign URL Builder:

Enter your base URL
Fill in UTM fields
Copy the generated URL

ULink's built-in builder

When creating links, ULink's form handles UTM generation:

Enter values in labeled fields
Preview the full URL
Copy or shorten directly

Key Concept

UTM parameters tell you where traffic came from. ULink analytics tell you who clicked. Combining both gives you the complete picture of campaign performance.

Common mistakes

Inconsistent naming

✗ utm_source=facebook (some links)
✗ utm_source=Facebook (other links)
✗ utm_source=fb (more links)

All show as different sources in reports.

Missing parameters

✗ ?utm_source=email

Without medium and campaign, you lose important context.

Using UTMs for internal links

✗ Homepage link to Product page with UTMs

UTMs are for external campaigns. Internal links with UTMs break session tracking.

Quick recap

UTM parameters track traffic sources in analytics tools
Five parameters: source, medium, campaign (required); term, content (optional)
Use lowercase, underscores, and consistent naming
ULink passes UTMs through to your destination
Combine ULink analytics with Google Analytics for complete insights