Understanding UTM parameters and campaign tracking
UTM parameters are text labels in a page address that identify the source, medium and campaign of a link. A configured analytics system can use these values to group visits.
Query variables are attached to standard web addresses after a question mark
utm_source documents the platform or referrer sending the visitor
utm_medium clarifies the broader marketing channel category
utm_campaign organizes visits under a specific campaign name
To assemble tagged links, use our free UTM builder tool
Tracking mechanics and consistency
Consistent source and campaign names make placements easier to compare. Tags do not install analytics or confirm that a visit or purchase was recorded. Results depend on parameter availability, measurement settings and browser conditions.
Hypothetical example
Suppose an event invitation is sent in a newsletter. The link https://example.az/register?utm_source=newsletter&utm_medium=email&utm_campaign=october_event labels the source, medium and campaign. If analytics receives the parameters, visits can be grouped under those labels.
Frequently asked questions
Can personal customer details be included inside UTM parameters?
Keep names, phone numbers, email addresses, passwords and other confidential details out of tags. URLs can appear in browser history, logs and analytics systems. General labels for the source, channel and offer are sufficient.
What would you like to make?
A short description and a way to reach you are enough to start.
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