UTM Parameters Guide

UTM parameters are tags added to your URLs that help you track the effectiveness of your marketing campaigns across various channels.

What Are UTM Parameters?

UTM (Urchin Tracking Module) parameters are simple tags you add to the end of your URL. They're picked up by analytics tools like Google Analytics, allowing you to track which specific campaigns, sources, and content are driving traffic to your website.

https://example.com/page?utm_source=newsletter&utm_medium=email&utm_campaign=spring_sale

The Five UTM Parameters Explained

Parameter	Description	Example Values	Required?
utm_source	Identifies which site, platform or publication sent the traffic	google, facebook, newsletter, billboard	Yes
utm_medium	Identifies what type of marketing medium the link was used in	cpc, email, social, qr, banner	Yes
utm_campaign	Identifies a specific product promotion or strategic campaign	spring_sale, product_launch, black_friday	Yes
utm_content	Identifies what specifically was clicked (useful for A/B testing)	hero_button, logo_link, image_banner	Optional
utm_term	Identifies paid search terms/keywords	running+shoes, organic+coffee	Optional

Common UTM Values by Channel

Facebook

utm_source	facebook
utm_medium	social, cpc, paid_social
utm_campaign	brand_awareness, retargeting
utm_content	carousel_ad, video_ad, story

Google / YouTube

utm_source	google, youtube
utm_medium	cpc, ppc, display, video
utm_campaign	search_campaign, display_network
utm_content	responsive_ad, text_ad, banner

Email Marketing

utm_source	newsletter, promo_email, mailchimp
utm_medium	email
utm_campaign	weekly_newsletter, abandoned_cart
utm_content	hero_button, product_link, footer

QR Codes (Print)

utm_source	brochure, business_card, poster
utm_medium	qr, print
utm_campaign	trade_show, store_display, packaging
utm_content	front_page, product_page, location

UTM Naming Conventions Best Practices

Consistency is critical! Create a naming convention and document it for your team.

Use lowercase for all parameter values
Example: utm_source=facebook (not Facebook or FaceBook)
Use underscores (_) instead of spaces
Example: utm_campaign=summer_sale (not "summer sale")
Be specific but concise
Example: utm_content=sidebar_banner (not "the banner on the sidebar")
Add dates for recurring campaigns
Example: utm_campaign=newsletter_may2025 (for monthly newsletters)
Create a standardized list of values
Document approved sources, mediums, and campaigns for your team

Common UTM Parameter Examples

# Email Newsletter

https://example.com/page?utm_source=newsletter&utm_medium=email&utm_campaign=weekly_digest&utm_content=main_article

# Facebook Paid Ad

https://example.com/page?utm_source=facebook&utm_medium=cpc&utm_campaign=summer_promo&utm_content=carousel_ad

# Print QR Code

https://example.com/page?utm_source=brochure&utm_medium=qr&utm_campaign=trade_show_2025&utm_content=page_3

# Google Search Ad

https://example.com/page?utm_source=google&utm_medium=cpc&utm_campaign=brand_terms&utm_content=responsive_ad&utm_term=company+name

How to Track UTM Parameters

Once you've added UTM parameters to your links, you can track their performance in your analytics platform. Here's how to view UTM data in popular analytics tools:

Google Analytics 4

Go to Reports > Acquisition > Traffic acquisition
Look at the "Session source / medium" dimension
To see campaign data, add "Session campaign" as a secondary dimension
Create custom reports for more detailed UTM analysis

Google Analytics Universal (Legacy)

Go to Acquisition > Campaigns > All Campaigns
View Source/Medium data in Acquisition > Source/Medium
For in-depth analysis, use Secondary dimensions
Create custom reports for UTM performance tracking

UTM Parameters for QR Codes

When using QR codes in your marketing campaigns, it's especially important to use UTM parameters to track their effectiveness. Here are some QR-specific recommendations:

Always use utm_medium=qr for consistency in tracking
Use utm_source to indicate the physical location or material (billboard, menu, brochure)
Use utm_content to differentiate between multiple QR codes in the same campaign
For location-based QR codes, add location information in parameters

QR Code UTM Example:

https://example.com/menu?utm_source=table_card&utm_medium=qr&utm_campaign=new_menu_launch&utm_content=table_15

This example tracks a QR code on a table card at table #15 for a restaurant's new menu launch campaign.

Ready to Create a Tracked QR Code?

Now that you understand how to use UTM parameters effectively, you're ready to create QR codes with proper tracking parameters that will give you valuable marketing insights.

Generate QR Code Now

← Back to Handbook QR Best Practices →