What are UTM parameters?
UTM (Urchin Tracking Module) parameters are tags added to your URLs that help analytics tools identify where your traffic comes from. They're the standard way to track marketing campaigns across the web.
A URL with UTM parameters looks like this:
https://example.com/pricing?utm_source=twitter&utm_medium=social&utm_campaign=spring_launchThe five UTM parameters
utm_source (required)
Where the traffic comes from. Examples: twitter, newsletter, facebook, partner_blog
utm_medium (required)
The marketing medium. Examples: social, email, cpc, referral, banner
utm_campaign (required)
The specific campaign name. Examples: spring_launch, black_friday_2026, product_update_march
utm_term (optional)
Used for paid search to identify keywords. Example: web+analytics+tool
utm_content (optional)
Differentiates similar content or links within the same campaign. Example: header_cta vs footer_cta
Best practices for UTM tracking
1. Use consistent naming conventions
Decide on a format and stick to it. Use lowercase, hyphens or underscores — never mix formats.
Good: utm_source=twitter&utm_medium=social
Bad: utm_source=Twitter&utm_medium=Social Media
2. Keep campaign names descriptive but short
Your future self will thank you when reviewing reports.
Good: utm_campaign=spring_sale_2026
Bad: utm_campaign=campaign1
3. Track everything external
Add UTM parameters to any link you share outside your website:
- Social media posts
- Email newsletters
- Paid ads
- Partner referrals
- QR codes on printed materials
4. Don't use UTMs for internal links
Never add UTM parameters to links within your own website. This overwrites the original traffic source and corrupts your data.
Reading UTM data in your analytics
In Pure Analytics, UTM data appears in the Campaigns section of your dashboard. You can:
- Filter by source — See all traffic from a specific platform
- Compare campaigns — Which campaign drove the most conversions
- Track over time — See how campaign traffic evolves day by day
- Combine with revenue — See which campaigns generate actual revenue, not just clicks
Building UTM URLs
You can build UTM URLs manually by appending parameters to your URL, or use a UTM builder tool. The key is consistency — create a shared spreadsheet for your team with agreed-upon naming conventions.
Conclusion
UTM tracking is one of the simplest yet most powerful tools in your marketing toolkit. It takes minutes to set up but gives you months of actionable insights about what's working and what isn't.
Start tagging your links today and watch your campaign data come alive in your analytics dashboard.