UTM parameters

utm parameter
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What is UTM parameter


UTM parameters (Urchin Tracking Module) are special tags that are attached to the end of a URL can be attached. They are mainly used to measure the success of online marketing campaigns in tools like Google Analytics to track.

How UTM parameters work:

When a user clicks on a link with UTM parameters, these parameters are passed to the analysis tool. This makes it possible to record exactly where the Traffic comes.

Main components of UTM parameters:

  1. utm_source - Identifies which page contains the Traffic has sent. For example: google, facebook, newsletter.
  2. utm_medium - Describes the medium. For example: cpc, organic, e-mail.
  3. utm_campaign - Specifies the name of the campaign. For example: summer sale, christmas campaign.
  4. utm_term - Used for paid search ads to display the Keyword to identify.
  5. utm_content - Optional. Helpful to distinguish between similar links within the same ad or content.

How to use UTM parameters:

  1. Decision on the informationBefore you create UTM parameters, you should decide what information is relevant for you. What campaign are you following? On which medium will it be executed?
  2. Creation of the URL: There are tools like the Google URL Builder, which allow you to create URLs with UTM parameters. You simply enter the websiteURL, the source, the medium and other relevant information, and the tool generates a URL with the corresponding UTM parameters.
  3. Use of the URL: Use this special URL in your marketing campaign. When users click on it, the UTM parameters are captured and displayed in your analytics tool.
  4. Analysis: In your analysis tool (e.g. Google Analytics), you can get detailed reports about the Traffic display, which is about this specific URL comes.

Important tips:

  • Consistency: Be sure to always use the same spelling and terms to avoid confusion in the data.
  • Brevity: Use clear, short, and precise labels for your parameters to make it easier to interpret the data later.
  • Avoidance of overuse: You should not use UTM parameters for every link, but only if you have specific Traffic-sources or campaigns you want to track closely.


  1. Detailed Traffic-AnalysisWith UTM parameters, it is possible to track exactly from which source, medium, or campaign the Traffic comes to a web page.
  2. Marketing campaign optimization: UTM parameters help monitor the effectiveness of advertising campaigns. This allows you to see which campaigns are performing well and which require adjustments.
  3. Flexibility: UTM parameters are customizable and can be used for various marketing activities, e.g. email marketing, social media posts, Banner advertising and more.
  4. Integration with analysis tools: UTM parameters work seamlessly with tools like Google Analytics, which makes it easy to create detailed reports.
  5. Free use: Creating and using UTM parameters is free of charge.


  1. Complex URLs: UTM parameters extend the URL, which can make them unwieldy and unattractive for the user.
  2. Human error: When creating UTM parameters manually, errors may occur, e.g. typos, which affect the data quality.
  3. Data flooding: If UTM parameters are not used strategically, this can lead to a flood of data that is difficult to analyze and interpret.
  4. Confidentiality: UTM parameters in a URL can reveal information about a company's marketing strategy, e.g. the name of a campaign that has not yet been published.
  5. Use in Backlinks: If other websites link to your page and use the UTM parameter, this can change the data in Google Analytics distort.

Use cases

  1. Comparison of Traffic from various social media:
    • Let's say you share a blog post on Facebook, Twitter, and LinkedIn. Without UTM parameters, it would be difficult to know how many visitors come from each of these platforms.
    • Example:
      • Original-URL: www.beispiel.de/blogbeitrag
      • UTM-URL for Facebook: www.beispiel.de/blogbeitrag?utm_source=facebook&utm_medium=social
      • UTM-URL for Twitter: www.beispiel.de/blogbeitrag?utm_source=twitter&utm_medium=social
  2. Measuring the effectiveness of email campaigns:
    • You could use UTM parameters to measure the difference between clicks from a newsletter and a promotional email.
    • Example:
      • UTM-URL for newsletter: www.beispiel.de/angebot?utm_source=newsletter&utm_medium=email&utm_campaign=sommeraktion
      • UTM-URL for promotional email: www.beispiel.de/angebot?utm_source=promo_email&utm_medium=email&utm_campaign=sommeraktion
  3. Distinguish between different types of online advertising:
    • Maybe you run both display ads and search ads. UTM parameters can help you to control the Traffic differentiate from both sources.
    • Example:
      • UTM-URL for display indication: www.beispiel.de/produkt?utm_source=googleads&utm_medium=display&utm_campaign=winterkollektion
      • UTM-URL for search ad: www.beispiel.de/produkt?utm_source=googleads&utm_medium=cpc&utm_campaign=winterkollektion
  4. A/B testing of campaigns:
    • You could test two different ad images or texts for one ad and use UTM parameters to see which one is more effective.
    • Example:
      • UTM-URL for picture A: www.beispiel.de/neuesprodukt?utm_source=facebookads&utm_medium=cpc&utm_campaign=produktlaunch&utm_content=bildA
      • UTM-URL for picture B: www.beispiel.de/neuesprodukt?utm_source=facebookads&utm_medium=cpc&utm_campaign=produktlaunch&utm_content=bildB
  5. Pursuing partnerships or affiliate marketing:
    • If you have partner websites that promote your product, you can use UTM parameters to control the traffic generated by these partners. Traffic to track.
    • Example:
      • UTM-URL for partner A: www.beispiel.de/produkt?utm_source=partnerA&utm_medium=affiliate
      • UTM-URL for Partner B: www.beispiel.de/produkt?utm_source=partnerB&utm_medium=affiliate

In summary can be achieved through UTM parameters precisely track the origin and behavior of website visitors. This enables marketers to more accurately measure the ROI of their efforts and adjust their strategies accordingly.


A common example of using UTM parameters is creating a campaign to increase traffic to a particular website. A Webmaster can pass UTM parameters to the URL attach to each campaign to measure the success rate of the campaign.

Another example of using UTM parameters is tracking traffic from different websites. A Webmaster can pass UTM parameters to the URL any website to attach the Traffic to follow closely.


UTM parameters are a useful way to control campaigns and Traffic to track. They enable the Webmaster, track specific parameters and data to measure and analyze campaign performance. UTM parameters can also help to improve the Traffic track between different websites. However, UTM parameters can also lead to a poor user experience if they are not used correctly.

« Back to Glossary Index


What are UTM parameters? arrow icon in accordion
UTM parameters are special tags that can be added to URLs to measure the performance of online marketing campaigns. These parameters identify the source and content of a campaign, so you can analyze exactly how many users arrive at a particular URL and how many of them subsequently take a particular action.
How can UTM parameters be used? arrow icon in accordion
UTM parameters are used to measure the performance of an online marketing campaign. UTM parameters can be added to URLs that are published as links in emails, ads, social media, and other online channels. When someone lands on one of these URLs, it is possible to see what the source and content of the campaign was.
Why are UTM parameters important? arrow icon in accordion
UTM parameters are important because they allow you to measure the performance of online marketing campaigns. If you use UTM parameters correctly, you can see exactly which channels are most effective for the campaign and where you gain the most visitors. This allows you to decide which channels you should prefer in the future.
How are UTM parameters created? arrow icon in accordion
UTM parameters are created using a special tool called URL Builder or Parameter Builder. Using this tool, one can create a URL that contains the UTM parameters. After that, one can then publish the UTM parameters URL as a link in emails, ads, social media and other online channels.
What is the difference between UTM parameter and URL parameter? arrow icon in accordion
UTM parameters are specially designed for tracking marketing campaigns. They are added to URLs to see how many visitors arrive at a particular URL and what actions they take. URL parameters, on the other hand, are added to URLs to convey specific information, such as information about the user or where they are located.
How to track UTM parameters? arrow icon in accordion
UTM parameters can be tracked in analytics programs. Many analytics platforms, including Google Analytics, offer special reports that take UTM parameters into account. These reports can then be used to analyze the performance of a campaign in detail and see how many users were attracted to the campaign and what actions they took.
Why use UTM parameters in emails? arrow icon in accordion
Using UTM parameters in emails, you can see exactly which emails are the most successful. So you can find out which emails are opened the most and which emails lead to the most clicks and conversions. This allows you to optimize your email campaigns.
What are the UTM parameters? arrow icon in accordion
There are five UTM parameters that can be added to URLs: "utm_source", "utm_medium", "utm_campaign", "utm_content" and "utm_term". Each parameter has a specific function, such as identifying the source or content of a campaign.
How do I avoid duplicates in UTM parameters? arrow icon in accordion
To avoid duplicates in UTM parameters, it is important to use clearly defined parameters for each campaign. For example, one should not use the same "utm_source" for multiple campaigns, but define a unique "utm_source" for each campaign.
Can UTM parameters also be used offline? arrow icon in accordion
UTM parameters are usually used for online campaigns, but they can also be used in some offline campaigns by using them on the print materials used for the campaign. This way you can see which offline campaigns are the most successful.

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