What Are UTM Tracking Parameters and How to Use Them?

  Jade Grant | October 1, 2023

In the world of digital marketing, understanding the effectiveness of your campaigns and tracking website traffic is crucial. UTM (Urchin Tracking Module) parameters are powerful tools that help you achieve this by providing valuable insights into the sources of your website traffic. In this blog post, we’ll simplify UTM tracking parameters and explain how to use them.

UTM Tracking Parameters Demystified:

UTM parameters are small snippets of code that are added to the end of a URL. They contain specific information about the source, medium, campaign, and other details related to the traffic. By adding UTM parameters to your links, you can track and analyze the success of your marketing efforts.

UTM Source:

The “utm_source” parameter identifies the source of your traffic. It tells you where your visitors are coming from, whether it’s a search engine, social media platform, or newsletter. For example, if you’re promoting your website on Facebook, you would set the utm_source parameter to “facebook”.

UTM Medium:

The “utm_medium” parameter tells you the medium or type of traffic. It helps you understand which channels are driving visitors to your website, such as email, CPC ads, or organic search. If you’re running CPC ads, you would set the utm_medium parameter to “cpc”.

UTM Campaign:

The “utm_campaign” parameter allows you to track specific marketing campaigns or promotions. It helps you differentiate between different campaigns within the same source and medium. For instance, if you’re running a summer sale campaign, you could set the utm_campaign parameter to “summer_sale”.

UTM Term:

The “utm_term” parameter is used primarily for tracking keywords in paid search campaigns. It helps you identify the specific keywords or search terms that are driving traffic to your website. For example, if you’re bidding on the keyword “digital camera” in a Google AdWords campaign, you would set the utm_term parameter accordingly.

UTM Content:

The “utm_content” parameter is useful for A/B testing or tracking specific elements within a campaign. It allows you to differentiate different versions of an ad or link. For instance, if you have multiple buttons or links in an email campaign, you can use the utm_content parameter to track which one generates more clicks.

By utilizing UTM tracking parameters, you can gain valuable insights into your marketing efforts and understand which sources, mediums, campaigns, and keywords are driving the most traffic and conversions to your website. Implementing UTM parameters is relatively simple; you just need to add the appropriate code to your URLs. Numerous tools and platforms, such as Google Analytics, can help you analyze the data collected from UTM parameters. So, start leveraging UTM tracking parameters today to make informed decisions, optimize your marketing strategies, and achieve better results!

Have questions about your marketing strategy?
Contact us!


When you do things right, people won’t be sure you’ve done anything at all. A good design steps out of the way, and empowers the user...

Read More


Get your message out there and find your people. Let's talks about strategies and solutions that work...and reveal the ones that don't!

Read More

Other News

Random thoughts and musings from your friends at Genex Marketing. Everything else that just doesn't fit into any other category.

Read More

Our Community

Without a strong community, family and culture, we are lost. Whenever possible, we contribute and give back to the communities in which we work.

Read More


Read More

Social Media

The landscape of social media is unfolding at a staggering pace and drastically changing the way people consume media and society at large.

Read More


Bring on the future! Let's demystify the latest cutting edge technologies to make ourselves and our clients become more efficient and profitable.

Read More

Website Development

Get found online, collect leads and earn more sales for your business. It all starts with a marketing website.

Read More