UTM Best Practices Guidelines

UTM (Urchin Tracking Module) parameters are tags added to URLs to help track the effectiveness of marketing campaigns across different channels. These parameters allow marketers to analyze where traffic is coming from and measure campaign performance in analytics platforms like Google Analytics.

UTM Parameters and Definitions

Each UTM parameter serves a specific function in tracking campaign performance. Below are the primary UTM parameters:

1. utm_source – Identifies the source of the traffic (e.g., Google, Facebook, Newsletter).
2. utm_medium – Specifies the marketing medium (e.g., email, social, CPC, push, display).
3. utm_campaign – Defines the name of the marketing campaign (e.g., summer-sale, product-launch-2025).
4. utm_term (Optional) – Used mainly for paid search to track specific keywords.
5. utm_content (Optional) – Distinguishes between similar links or A/B tests within the same campaign.

Best Practices for UTM Parameters

• Consistency: Use a standardized naming convention across all campaigns.
• Readability: Use lowercase letters and underscores instead of spaces.
• Avoid Special Characters: Stick to alphanumeric characters and hyphens.
• Short & Descriptive: Keep UTM parameters concise yet meaningful.
• Use URL Shorteners (if needed): Long URLs with UTMs can be shortened using Bitly or similar tools for cleaner sharing.
• Documentation: Maintain a UTM tracking sheet to track campaign URLs and maintain uniformity.

UTM Examples for Different Channels

Below are UTM examples for various digital marketing channels:

1. Email Campaigns

https://www.example.com?utm_source=newsletter&utm_medium=email&utm_campaign=summer_sale&utm_content=cta_button

• utm_source: newsletter
• utm_medium: email
• utm_campaign: summer_sale
• utm_content: cta_button

2. Social Media Posts

https://www.example.com?utm_source=facebook&utm_medium=social&utm_campaign=product_launch&utm_content=organic_post

• utm_source: facebook
• utm_medium: social
• utm_campaign: product_launch
• utm_content: organic_post

3. Web Push Notifications

https://www.example.com?utm_source=web_push&utm_medium=push&utm_campaign=holiday_promo&utm_content=limited_time_offer

• utm_source: web_push
• utm_medium: push
• utm_campaign: holiday_promo
• utm_content: limited_time_offer

4. Mobile Push Notifications

https://www.example.com?utm_source=mobile_push&utm_medium=push&utm_campaign=app_update&utm_content=feature_highlight

• utm_source: mobile_push
• utm_medium: push
• utm_campaign: app_update
• utm_content: feature_highlight

5. Web Display Ads

https://www.example.com?utm_source=google&utm_medium=display&utm_campaign=black_friday&utm_content=banner_ad

• utm_source: google
• utm_medium: display
• utm_campaign: black_friday
• utm_content: banner_ad

Conclusion

Implementing UTM parameters properly allows our Company and our clients to gain deep insights into campaign performance, optimize future marketing efforts, and make data-driven decisions. By following these best practices, teams can ensure accurate tracking and effective analysis of marketing efforts across multiple digital channels.

Updated: March 24, 2025 - 10:15 AM CT