Urchin Tracking Module ( UTM ) parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and media publishing. They were introduced by Google Analytics ‘ Urchin predecessor and, therefore, are supported out-of-the-box by Google Analytics. The UTM parameters in a URL identify the campaign that refers to a specific website, [1] and attributes it to the browser’s website sessionand the sessions after that until the award window expires. The parameters can be parsed by analytics tools and used to populate reports. [2]


UTM parameters in a URL identify the marketing campaign that refers to a specific website. [1] To define and append the relevant UTM parameters to the appropriate URLs, marketers routinely use simple, spreadsheet- based, or automated UTM builder tools, [3] including the Google Analytics URL Builder for websites. [4] and the equivalent Chrome extension. [5] When a hyperlink is Followed That contains a URL with UTM parameters, the web analytics software of the destination website Intèrprets the parameter information and attributes it to the browser’s website session and the sessions after that have been awarded (by default, six months in Google Analytics).


Analytics and analytics tools for analytics in Google Analytics and Adobe Analytics , with the data used to populate standard and custom analytics reports. [2] Web analytics software can attribute parameters to the browser’s current and subsequent sessions to the window has expired.

UTM parameters

There are five different UTM parameters, which can be used in any order: [1]

Parameter Purpose Templates
utm_source (required) [6] Identifies which site has the traffic, and is a required parameter. utm_source = Google
utm_medium Identifies what type of link was used, such as cost per click or email. utm_medium = cpc
utm_campaign Identifies a specific product promotion or strategic campaign. utm_campaign = spring_sale
utm_term Identifies search terms. utm_term = running + shoes
utm_content Identifies what a website has been called to the site, such as a banner ad or a text link . It is often used for A / B testing and content-targeted ads . utm_content = logolink or utm_content = textlink


  1. ^ Jump up to:c “Custom campaigns – Analytics helps” . Google . Retrieved March 15, 2016 .
  2. ^ Jump up to:b “Using UTM Parameters in Adobe Analytics” . Adam Greco . Retrieved January 24, 2017 .
  3. Jump up^ “UTM Builders Guide” . Mr. Mitova . Retrieved January 23, 2017 .
  4. Jump up^ “Google Analytics URL Builder” . Google Analytics . Retrieved January 23, 2017 .
  5. Jump up^ “Google Analytics URL Builder Chrome Extension” . Retrieved June 20, 2017 .
  6. Jump up^ “Campaign URL Builder” . Google . Retrieved January 19, 2017 .