What are UTM parameters and how should you use them?
UTM parameters are tags appended to a link so analytics can attribute the visit to a campaign. Source names where the traffic came from, medium names the channel type, and campaign names the effort. Always use lowercase, and never tag internal links — that overwrites the original attribution.
Last updated 2026-07-30
Attach UTM parameters to your links so Google Analytics can attribute traffic to the right campaign, source and medium.
How to use UTM Campaign URL Builder
Enter the destination URL — Paste the page you want to send traffic to.
Fill in the campaign fields — Set source, medium and campaign name at minimum. Term and content are optional.
Copy the tagged URL — Copy the generated link and use it in your ad, email or social post.
Frequently asked questions
What is the difference between source and medium?
Source is where the traffic comes from (google, newsletter, facebook). Medium is the type of channel (cpc, email, social). Source answers "who", medium answers "how".
Should UTM values be lowercase?
Yes, always. Analytics treats Facebook and facebook as two separate sources, which fragments your reports. Pick lowercase and stick to it.
Should I use UTMs on internal links?
No. Tagging internal links restarts the session attribution and overwrites the original source, corrupting your acquisition data.
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