Campaign tracking
What are UTM parameters?
UTM parameters are labels added to a destination URL so a compatible analytics setup can identify the promotion associated with an incoming visit and organize collected traffic into useful reporting groups.
By Plainview WebReviewed
The meaning
The labels are name-and-value pairs in the URL’s query string. Common fields describe the source, such as a newsletter; the medium, such as email; and the campaign, which groups one promotion. The optional utm_content field can distinguish placements, including two links in the same message.
The names you choose need a consistent convention. In Google Analytics, capitalization matters, so newsletter and Newsletter can become different values. Agree on spelling before distributing links, and keep a record. These labels describe the intended promotion; a person can forward a tagged link to somewhere else.
An example
A fictional newsletter link
https://example.com/guide?utm_source=newsletter&utm_medium=email&utm_campaign=autumn_guideThe page address is followed by three labels: newsletter identifies the source, email identifies the medium, and autumn_guide names the campaign. A compatible analytics setup on the destination can use them when collecting a visit. Replace the demonstration domain with the intended published page before sharing a real link.
When it matters
Consistent labels make a question such as “Which promotion brought these visits?” easier to investigate. They are most useful when everyone preparing links follows the same naming plan. Interpret the resulting traffic alongside the actions your website actually measures and the reporting scope you selected.
Plainview’s UTM Campaign Link Builder prepares single links or a CSV batch in your browser. It preserves unrelated page parameters and section links, but does not open destinations or configure analytics. The campaign article covers the full workflow, including a downloadable example, destination checks and how to approach reports.
A common confusion
A tagged link is not a click counter
Creating the URL does not install measurement or ensure that every click appears in a report. Collection depends on the destination’s setup and can be affected by consent choices, blocked analytics or redirects. Keep names, email addresses and other personal details out of these visible campaign labels; use descriptive promotion and placement names instead.